It started with a whisper on social media and then it became a roar in the glossy pages of fashion magazines. Honestly, if you’ve been paying any attention to the way we talk about our bodies lately, you might have noticed a massive shift. People are putting down the razors. The waxers are seeing fewer appointments for the "everything must go" look. The full bush is back, Grazia reports, and it isn't just a fleeting trend or some hipster whim. It’s a full-on cultural recalibration.
For decades, the standard was "Barbie smooth." Anything else was seen as messy or, worse, unhygienic. But the tide has turned. This isn't just about hair; it's about who owns our time and our skin.
The Grazia Effect and the End of the Brazilian Era
When a publication like Grazia signals that the "full bush is back," people listen because they’re usually reflecting a vibe shift that’s already happening in the streets and on the beaches. They’ve tracked this move away from the high-maintenance, often painful upkeep of the Brazilian wax toward something much more relaxed. Think about it. We spent years being told that natural was gross. Now, the most stylish thing you can be is comfortable.
Remember the early 2000s? The Sex and the City era? That was the peak of the "strip it all off" movement. It was almost a requirement for being a "modern woman." But Grazia has been pointing out that the pendulum is swinging back with a vengeance. Celebrities are leading the charge, or at least they’re being much more vocal about their choices. It’s no longer a secret.
What’s actually driving this?
It’s partly laziness—the good kind. Life is busy. Who actually has the time to lie on a table every three weeks to have hot wax ripped off their most sensitive bits? But it’s also deeper than that. There’s a growing awareness of the physical toll of constant hair removal. We’re talking about ingrown hairs, folliculitis, and the general irritation that comes with fighting nature.
- Skin health: Dermatologists have been saying for years that pubic hair actually serves a purpose. It’s a barrier. It reduces friction.
- The "Clean Girl" irony: While the "clean girl" aesthetic usually implies a certain polished look, the new version of it includes a more natural approach to grooming. It’s about being "clean" in your ingredients and your lifestyle, not necessarily hairless.
- Cost of living: Let's be real. Waxing is expensive. In an economy where everything costs more, "natural" is free.
The Grazia report isn't just an observation of aesthetics; it’s a commentary on the "Body Positivity" movement evolving into "Body Neutrality." You don't have to love your hair. You just have to stop hating it enough to stop hurting yourself to get rid of it.
Why the full bush is back and why it’s not just for hippies anymore
There’s this old stereotype that only "crunchy" types let it grow. That’s dead. You see it in high-end lingerie campaigns now. Brands like Savage X Fenty and Lonely Lingerie have been featuring models with visible pubic hair for a while. It looks... normal. It looks sophisticated.
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The shift is also generational. Gen Z is largely responsible for the "full bush is back" sentiment. They’ve grown up in an era where the "male gaze" is being interrogated at every turn. If the only reason you’re hairless is because a patriarchal beauty standard told you to be, Gen Z is going to opt out. It’s a quiet rebellion.
The medical reality of the "natural" look
If you talk to experts like Dr. Jen Gunter, author of The Vagina Bible, she’s been quite clear about the risks of total hair removal. She points out that pubic hair acts as a protective layer for the delicate skin of the vulva. When you remove it—especially through shaving—you create microscopic tears in the skin.
Those tears are gateways for bacteria.
- Risk of infection: Studies have shown a slight correlation between total hair removal and an increased risk of certain STIs, mainly because of those micro-tears.
- The myth of hygiene: There is zero medical evidence that being hairless is "cleaner." As long as you wash, you’re good. The idea that hair is "dirty" is a marketing tactic sold to us by razor companies starting in the early 20th century.
It’s funny, isn't it? We spent a century being sold a lie about hygiene just to keep the Gillette profits up. Now that the full bush is back, we’re essentially rediscovering our own anatomy.
How to navigate the "New Natural" without the itch
Okay, so let's say you're on board. You've read that the full bush is back in Grazia and you're ready to retire the razor. It's not always a smooth transition—pun intended. If you’ve been shaving for ten years, your skin is going to go through a "re-wilding" phase. It can be itchy. It can be awkward.
First, get a good pair of trimmers. Just because it’s "full" doesn't mean it has to be unmanaged if that’s not your vibe. Most people are opting for the "groomed but present" look. It’s about the shape and the comfort, not necessarily a 1970s free-for-all—unless that’s what you want!
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The Maintenance Kit:
Actually, don't buy a "kit." You don't need more products. Just use a gentle, unscented oil if the hair feels coarse as it grows back. Fur Oil became famous for a reason—it softens the hair and the skin. But honestly? Plain jojoba oil works fine.
- Be patient. The itchy phase usually lasts about two weeks. Once the hair gets past a certain length, it softens.
- Exfoliate. Even if you aren't shaving, dead skin can build up. A gentle scrub or a chemical exfoliant (like a mild AHA) helps keep the follicles clear.
- Cotton is king. If you’re growing it out, wear breathable underwear. Synthetic fabrics trap moisture, which is the enemy of a happy bush.
The Psychology of the Grow-Out
There’s a weird mental hurdle to clear. The first time you go to the gym or a pool with visible hair peeking out of your swimsuit, you might feel a spike of anxiety. That’s decades of conditioning talking. But here’s a secret: nobody cares.
In fact, the more people see it, the more normalized it becomes. It’s a collective action. When Grazia says the full bush is back, they are giving people "permission" to stop worrying. It’s a weird world where we need a magazine to tell us it’s okay to have hair where hair naturally grows, but here we are.
The Grooming Industry is Panicking (And Pivoting)
The beauty industry isn't stupid. They see the data. Sales of traditional depilatory creams and waxes have seen a dip in certain demographics. So, what are they doing? They’re rebranding.
Suddenly, brands that used to sell "hair removal" are selling "pube care."
Venus (by Gillette) literally launched a "Pubic Hair and Skin" line. Their commercials now show actual hair. They’ve realized they can’t fight the "full bush is back" movement, so they’re trying to sell you products to maintain it. It’s a fascinating pivot. They went from "Get rid of this gross stuff" to "Treat your pubic hair with respect (and our $15 serum)."
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Does this mean waxing is dead?
Hardly. But the "all or nothing" mentality is fading. People are choosing "the landing strip" or just a tidy-up of the bikini line. It’s about autonomy. The "full bush is back" headline is really just shorthand for "you have choices now."
We are moving away from a singular beauty standard toward a personalized one. Some days you might want to be totally smooth for a specific outfit or a specific feeling. Other times, you let it grow for six months. Neither choice makes you "dirty" or "unfeminine."
What Most People Get Wrong About the Trend
There’s a misconception that "the bush is back" means everyone is walking around with a massive afro under their jeans. That’s a caricature. For most, it just means a shift to "natural-ish." It means not panicking if you missed a shave. It means realizing that your partner probably doesn't care as much as the magazines told you they did in 2005.
Another mistake? Thinking this is only for young people. Women in their 40s and 50s are some of the biggest adopters of this shift. After years of the "prepubescent" look being the standard, many women are finding it liberating—and frankly, more age-appropriate—to just let things be.
Actionable Steps for the "New Natural" Look
If you’re ready to embrace the fact that the full bush is back, here is how you actually handle it without losing your mind to the itchiness or the "grooming guilt."
- Audit your tools. Throw out those dull, three-week-old razors. If you’re going to trim, use a dedicated electric trimmer with a guard. This prevents nicks and keeps the hair at a uniform length.
- Stop the "Scrubbing." The skin down there is sensitive. Don't use harsh loofahs. Use your hands and a very mild, pH-balanced cleanser—or just water.
- Condition. If the hair feels "prickly," use a bit of hair conditioner in the shower. Just keep it on the outside. It softens the hair fibers instantly.
- Own the transition. Understand that you might feel "messy" at first. This is a mental shift. Look at some modern photography or fashion campaigns that embrace body hair. It helps recalibrate your brain's "beauty filter."
- Talk about it. Honestly, talking to friends about this is the fastest way to realize everyone is over the high-maintenance era. You’ll find that half your circle has already stopped the full wax cycle.
The reality is that "the full bush is back" because we’re finally tired of performing for a standard that doesn't benefit us. It’s a return to form, a bit of skin-health common sense, and a massive middle finger to the expensive, painful beauty standards of the late 90s.
To maintain the health of your skin while transitioning to a more natural look, focus on hydration and breathability. Use a light, non-comedogenic oil like grapeseed or jojoba to keep the hair soft and prevent the skin from becoming dry or irritated. If you decide to trim, always do so on dry hair to get an accurate length, and use a guard to ensure you don't irritate the skin surface. Most importantly, give your body time to adjust to the lack of constant exfoliation from shaving; your skin’s natural barrier will take a few weeks to fully strengthen and normalize.