Honestly, the first time you see a woman rocking a full thicket of underarm hair while wearing a high-cut bikini, it might catch you off guard. We’ve been conditioned for decades to expect "beach ready" to mean "hairless from the neck down." But things are changing. Fast. If you head to any popular beach in Southern California or a park in East London these days, hairy women in swimsuits aren't just a rare sight; they’re becoming a standard part of the summer landscape.
It’s not just about being lazy with a razor. Not at all.
For many, this is a conscious rejection of a multibillion-dollar hair removal industry that has spent a century telling women their natural bodies are "unhygienic" or "unsightly." You’ve probably seen the ads—blue liquid sliding over perfectly smooth legs that didn't have hair to begin with. It’s a bit ridiculous when you think about it.
The history of the "smooth" expectation
Why did we even start doing this? It wasn't always the norm. Before the early 20th century, body hair on women wasn't really a social flashpoint because clothing was so modest. But as hemlines rose and sleeveless tops became fashionable, companies like Gillette saw a massive untapped market. In 1915, they launched the Milady Décolleté razor, specifically branding underarm hair as "embarrassing."
Fast forward to the 1940s and 50s. Nylon shortages during World War II meant women went bare-legged. To make the look "cleaner," leg shaving became the standard. By the time the bikini was popularized in the 60s, the "grooming" requirements for the beach expanded to the pubic area.
Celebrities leading the charge
We can't talk about this without mentioning the people who have the most to lose by breaking beauty standards. When Julia Roberts showed up at the Notting Hill premiere in 1999 with visible underarm hair, it was a global scandal. People acted like she’d committed a crime. Fast forward to today, and the vibe is completely different.
Take a look at Miley Cyrus, Janelle Monáe, or Lola Kirke. They’ve all walked red carpets and posed for photoshoots proudly sporting natural body hair. In 2017, Paris Jackson made waves at the MTV VMAs by refusing to hide her leg hair. These aren't just "unkempt" moments. They are deliberate choices. They are showing that being a "hairy woman in a swimsuit" or a gown is a valid aesthetic.
The skin health argument you didn't know
Let’s get into the weeds of why shaving for the beach actually sucks for your skin.
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Dermatologists, including experts like Dr. Whitney Bowe, often point out that the "smooth" look comes at a price. When you shave or wax your bikini line right before hitting the ocean, you are essentially creating micro-tears in the skin.
Then you add salt water.
Then you add sand.
Then you add sweat.
It’s a recipe for folliculitis—those itchy, red bumps that look way worse than a little bit of hair ever did. Not to mention the nightmare of ingrown hairs that can turn into painful cysts. For a lot of women, the choice to stop hair removal is a medical one. They’re tired of the irritation, the hyperpigmentation, and the sheer discomfort of the "regrowth" phase while sitting on a sandy towel.
Misconceptions about hygiene
One of the biggest myths is that body hair is "dirty." This is factually incorrect. Hair actually serves a purpose. It wicks sweat away from the skin and acts as a protective barrier against friction. In the context of swimming, hair doesn't make you less clean. As long as you’re showering like a normal human being, a bush or hairy legs won't trap more bacteria than the fabric of your swimsuit does.
Actually, pubic hair is there to protect the sensitive skin of the vulva from friction and certain types of infections. Stripping it all off via waxing actually makes the skin more vulnerable to certain viral infections, like molluscum contagiosum.
The Gen Z shift and the "Natural" movement
If you’re over 40, this might feel like a radical political statement. If you’re 19, it’s just Tuesday.
Data from market research firms like Mintel has shown a steady decline in the frequency of shaving among younger demographics. In a 2021 report, they found that a significant portion of Gen Z women don't feel the "shame" associated with body hair that previous generations felt.
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Social media plays a huge role here. Accounts like @januhairy encourage women to grow out their hair for a month (or forever) to normalize the look. When you see thousands of images of hairy women in swimsuits on your Instagram feed, the "shock factor" disappears. It just becomes another way to look.
What people get wrong about the "movement"
A lot of people think this is a "pro-hair" vs. "anti-hair" war. It’s not. Most women who choose to stay hairy aren't demanding that everyone stop shaving. They’re just demanding the right to exist in public without being mocked.
It's about autonomy.
Some days you might feel like a smooth dolphin. Other days, you might want the 70s vibe. The problem isn't the razor; it's the requirement of the razor.
Practical tips for the transition
If you're thinking about ditching the razor this summer, here is what actually happens.
First, the "itchy phase" is real. When you first stop shaving, the blunt ends of the hair will poke your skin as they grow out. This lasts about two weeks. Once the hair gets long enough to soften, the itching stops completely. Use a good body oil or a moisturizer with urea to help the hair break through the skin surface without causing bumps.
Second, expect the stares. Depending on where you live, people might look. It’s weirdly empowering to realize their discomfort isn't your problem.
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Third, swimsuit choice matters. If you’re rocking a full bush, some thin, light-colored swimsuit bottoms might get "see-through" when wet in a way you didn't expect. Doubling up on lining or choosing darker colors can help if you're not quite ready for the "peek-a-boo" effect.
Looking toward the future
We are moving toward a world where "groomed" is a personal definition. The fashion industry is catching up, too. Brands like Billabong and various indie swimwear labels are starting to use models with visible leg and armpit hair in their lifestyle photography.
It’s not a trend. It’s a correction.
Women are finally realizing that they don't have to spend hours in the shower performing "maintenance" just to go jump in a lake. They’re reclaiming their time, their skin health, and their money.
Actionable Next Steps
- Audit your routine: Ask yourself if you’re shaving because you like the feel, or because you’re afraid of what people at the pool will think.
- Try a "no-shave" week: See how your skin reacts. Notice if your irritation and redness subside.
- Invest in skin health: If you do choose to keep the hair, use a gentle exfoliating wash to keep the follicles clear, especially after being in chlorine or salt water.
- Follow diverse creators: Fill your social feed with different body types and grooming choices to desensitize yourself to the "perfection" trap.
The reality is that your body is built to have hair. Whether you choose to keep it or remove it, the most important thing is that the choice is actually yours, not something dictated by a 1915 razor ad. Stop worrying about the "perfect" beach body—if you have a body and you're at the beach, you're already there.