A razor company has released a new campaign that celebrates the female mustache in an attempt to change the conversation surrounding female body hair.
Trendy female-focused brand Billie has made its mark in the razor industry by releasing barrier-breaking ads that actually promote female body hair — and now the company has set its sights on women’s mustaches.
‘For us, women’s mustaches were important to talk about — we all have them, in some shape or form, but no one talks about them, except when it’s time to discreetly remove them,’ Billie Co-Founder Georgina Gooley told DailyMail.com of the latest campaign, which was released in honor of month-long charity campaign Movember.
Embrace the hair: Razor brand Billie has released a new campaign on the female mustache
Trailblazer: Billie made its mark in the industry by ads showing female body hair
Sparking conversations: The brand told DailyMail.com it hopes the new campaign will encourage women to embrace their body hair
In the campaign ad, it features women proudly modeling their upper lip hair for the cameras.
‘Our hair has a very important announcement to make…women have mustaches too,’ the campaign models express while proudly displaying their facial hair.
‘The world may not know this because we go through a lot to hide them,’ the ad continues, showing women using a range of hair removal products like wax, razors, and lasers to rid the upper lip of all hair.
But Billie went on to encourage women to embrace their facial hair for the month of November instead of attempting to hide it.
‘This Movember we’re growing them out and joining in,’ the campaign encouraged viewers. ‘Cause a ‘stache is a ‘stache. And we shouldn’t let our perfectly good ones go to waste.’
Movember was the optimal time for Billie to launch its latest message about body hair as the month of November is typically dedicated to males growing out their mustaches to raise awareness for men’s health.
Now, the razor brand hopes women can join in on the cause by modeling their own facial hair without the pressure to hide it.
Time for change: The ad showed women using different hair removal methods in an attempt to remove their mustaches. At the end, the brand encouraged people to embrace them instead
Priority: ‘We’re hoping to encourage women to feel more comfortable with their upper lip hair,’ Billie Co-Founder Georgina Gooley said
Girl gang: The new ad comes at the beginning of Movember, a movement followed by men in November to promote men’s health
‘We’re hoping to encourage women to feel more comfortable with their upper lip hair,’ Gooley said. ‘We’ve spent our lives going to great lengths to hide them and we want women to be able to sport them out in the open if they want.’
People who participate in the campaign are encouraged to visit Billie’s Movember team page to donate money. Billie vows to match 100 per cent of donations up to $50,000.
‘Since we’re encouraging women to celebrate their own mustaches by joining the Billie Movember team, we also wanted to make sure we’re doing our part to support the cause,’ the brand explained.
Billie first made headlines when it released its Project Body hair campaign in 2018 to challenge how razor ads show female hair.
At the time, the release of the ad sparked conversations about body hair and how it should be viewed because campaign models were shown with armpit and leg hair instead of smooth skin.
Good cause: Billie is encouraging people to donate to their Movember page to promote the cause. The brand will then match 100 per cent donated for up to $50,000
Starting a movement: The new ad comes on the heels of Billie previously using its campaigns to cover other feminine body hair, like pubic and armpit hair
‘Prior to Project Body Hair, razor brands only ever showed razors gliding over women’s completely hairless skin,’ Gooley said. ‘For more than a century, women’s body hair was deemed too “taboo” to ever actually show. Our campaign was a historic first and has started to dissolve the unrealistic depictions of women in mass media.’
Billie has also noticed more inclusive messaging towards body hair from other brands after it released Project Body Hair.
Then this summer the brand created its Red, White, and You Do You campaign showing off women at the beach with pubic hair — which also sparked conversations about females and their body hair.
And Gooley revealed the company has no intention of slowing down from its messaging, saying this next year for Billie ‘will be a big one’ for the company.
‘We’re so glad that Billie has opened the doors for other brands to finally portray women in a more multi-dimensional way,’ Gooley added. ‘We’re happy to be championing this change and excited to keep moving the industry forward.’