Is the World Finally Pro-Bush?

Throughout the years, our attitude towards body hair has shifted dramatically. Although our armpits and legs have become prime real estate for fuzz, pubic hair was once considered far too controversial. But, in a dramatic turn of events — this year is all about the full bush.

At the start of 2025, a TikToker posted a video about how an Etsy review radicalized her thoughts on body hair. The review in question was written about a bikini, and the Etsy user shared a photo of her modeling it with a full bush. After that, the "full bush in a bikini" meme was born. Although the joke was initially lighthearted, it unintentionally sparked a bigger debate about empowering women to embrace their natural body hair.

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Just this month, Billie, a beauty brand specializing in shaving products for women, released a pro-bush campaign in collaboration with Ian Charms. The limited-edition capsule included a string bikini adorned with beads that read "I love fuzz," and "Bushkini." In a press release, Billie said that the campaign was meant to encourage everyone to show up to summer exactly as they are. "Whether you’re bare, bushy, or somewhere in between."

On social media, "bush summer" is in full force. Not only are people ditching their razors and embracing the natural look, they're encouraging others to do the same. In the wake of the internet's obsession with body image and toxic diet culture, embracing pubic hair might not be an end all be all — but it's a step in the right direction at the very least.

 

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