![]() ![]() “Everyone has a routine around their hair, whether that’s waxing, shaving, lasering, or letting it all grow,” Lillian Tung, the co-founder of Fur, tells TZR. And perhaps therein lies the secret to the category’s recent success. “If you choose to shave, we make an excellent and affordable razor.” The company belongs to a small but mighty group of women-led “body hair care” startups that have cropped up in the past few years including Oui Shave (which makes single-blade razors redesigned for female curves), Flamingo (born out of men’s subscription service Harry’s), DERMAFLASH (tackling female facial hair with at-home dermaplaning), and Fur (known for its cult-favorite pubic hair oil and Ingrown Eliminator pads).Įach brings a unique product to the space, from Billie’s charcoal soap-encased blades to Flamingo’s at-home waxing strips, but one common thread ties them all together: the belief that hair removal is an option, not the option. ![]() “Billie has always maintained that shaving is a choice, not an expectation, and no one should tell you what to do with your body - particularly not a razor brand,” Georgina Gooley, the co-founder of Billie, the first women’s razor brand to show body hair in its advertising, tells The Zoe Report. This is the end of shaving.” While Kardashian’s admission didn’t put an end to the industry by a long shot, it's an example of how the dialogue about female body hair has opened up - which made room for these female-owned hair removal brands to take over. Kourtney Kardashian had just revealed her pubic hair was - quote - “hanging out like it’s the '80s” on an episode of Keeping Up With The Kardashians and I (joyfully) thought, “This. If I had, I probably would have needed two wax kits to ensure I had enough strips.If you asked me about hair removal in April 2015, I would’ve said it was out. It’s also important to note that I didn’t wax my thighs, because my hair is lighter and thinner on that part of my body. The wax is sticky enough to reuse the strip at least two or three times, so I repeated until my first shin was hairless, then moved onto the other leg. And to my surprise, it had a whole lot of leg hair attached to it, leaving behind an ultra-smooth rectangle on my shin. I took a deep breath, ripped the strip in the opposite direction of the hair growth (upward toward my knee) and yes, the first one hurt a smidge, but not even close to the level of pain endured during a bikini wax. I pulled the first strip apart to reveal a thin, even layer of beeswax and it on my shin, smoothing it in the direction of hair growth (a key tip provided by the pros at Flamingo), which in my case was down. There’s 28 strips to a box and they’re all the same size, so there were no further choices I had to make about which strip to put where-which I was grateful for, since I already drank half of my rosé. Then I poured myself a glass of Summer Water (Side note: not sure if it’s recommended to drink and wax, but it gave me a little more confidence in my skills.), sat on the bathroom floor and laid out the wax strips. I showered and exfoliated my legs first to soften the hair and buff away any dead skin that could prevent the wax from adhering completely to the hair. ![]() If I failed miserably, I could always just shave them. Though I didn’t know if I wanted to test my self-waxing skills on my bikini line the very first time, I suddenly got the urge to try the body kit on my legs. Then the at-home waxing brand, Flamingo, was put on my radar when it launched a new pubic hair wax kit. But also like many people, I often let my leg hair grow for many more weeks than planned, simply because I could. I never minded shaving my legs in the shower-it took a few minutes and with modern razors, the nicks were minimal. And my grooming regimen would stay that way for nearly 20 years. Like many people, I began shaving my legs at some point during puberty, when my hair suddenly turned from blonde to dark brown (thanks, Italian heritage). ![]()
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