“We really pride ourselves on having created a space that feels inclusive.”Īhead, the five female-owned hair removal brands - and their revolutionary products - that belong on your radar, no matter what your personal body hair preferences. “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 you asked me about hair removal in April 2015, I would’ve said it was out.

Flamingo wax strips pubic hair