And it's for a good cause.
with a video and images celebrating the choice to shave or not shave your bikini line, making it the first ad to actually show pubic hair.
Now the brand is back at it with a new campaign for Movember, and it’s celebrating two more “firsts”: becoming the first women’s razor brand to participate in—a fundraising effort for prostate and testicular cancer awareness through growing mustaches—and the first women’s razor brand to show facial hair.
Shot in the same playful style as the brand’s previous videos, the spot showcases women and femmes celebrating their facial hair by combing it, styling it with brow gel, and highlighting it with bright lipstick. “Our hair has a very important announcement to make: Women have mustaches too,” reads the voiceover. “The world may not know this because we go through a lot to hide them; we’ve been hiding them all our lives. But newsflash, we’ve got them.
If it seems odd that a razor brand would encourage facial hair, that’s just the Billie way. At the end of the day, it’s bigger than a razor. “When brands pretend that all women have hairless bodies, it’s a version of body shaming,” Billie cofounder Georgina Gooley. “There has been this shame around body hair, and a lot of that is the shaving category talking about the topic as a problem that needs to be fixed with the product they’re trying to sell.
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