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By Amy Houston, Senior Reporter

July 27, 2022 | 3 min read

Healthcare brand Billie is challenging the status quo of body hair by asking a very simple question: why are women taught to hate it?

With its latest campaign ‘The Rules of Bodycare’ – consisting of a short film and kids’ book – the brand hopes to break the cycle of shame by addressing the issue at the root.

In the 50-second ad, directed by Femke Huurderman, viewers meet a confused young girl who is trying to get her head around all the dos and don’ts of dealing with hair. It covers the double standards between men and women, and body hair ‘trends’ throughout the years – plus where to shave and when.


Billie co-founder Georgina Gooley also created a book aimed at children to coincide with the initiative. It aims to give adults the tools needed to begin a positive dialogue around body hair: what it does, where it sprouts and all the ways it can change as you grow. The reading material also includes tips on how to appreciate body hair and be respectful of other people.


“We’ve always sought to normalize body hair and reinforce that what you do with it is your choice,” said Gooley, “With The Rules of Body Hair, we want to stop body hair shame before it starts by going further upstream to the onset, so that the next generation knows that what they do with their hair should be their choice, not because anyone told them to.”

Last week, The Drum listed 5 brands that were paving the way in breaking women’s healthcare ‘taboos’ but also questioned why they still have to.

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