There is no other subject quite as controversial in the personal care space as female body hair. The unshaven legs of second-wave feminists in the 1960s, the untamed brows of Frida Kahlo in the 1940s, the colorfully dyed armpit hairs of queer radicals in the 2010s—those opposing the freshly shaven or waxed standards of society have protested in a multitude of ways throughout the decades.In March 2024, CR Fashion Book ran an editorial featuring a variety of pubic hairstyles on full frontal display, accompanied by an essay titled “Venus: A History Of Pubic Hair” by Fiorella Valdesolo. The journalist highlights moments in pop culture history like Sex and The City, dedicating an episode to the Brazilian wax, but also classical anecdotes like men carrying around a lock of their lover’s pubic hair in 18th century Britain. Hair removal wasn’t just an aesthetic choice but a sign of refinement and class. The Maison Margiela Artisanal Spring/Summer 2024, featuring merkins on models, reversed that line of thinking, serving couture with a side of bush. Dazed Digital recently proclaimed, “Full bush fashion is here!” with “pro-pube positivity” on display opposing the current conservatism of US politics.Despite the resurgence of “full bush fashion,” the hair removal market was valued at $15.3 billion in 2024 and is expected to reach $24.6 billion in 2034. The women’s segment accounted for 77% of the market. A survey of 522 women ages 18 to 85 across the US found that 25.4% trimmed, 23.8% partially removed, and 23.3% completely removed their pubic hair; 10.5% left it completely alone.