After years of razor-sharp routines, the world of beauty and fashion is finally embracing a little fuzz. You can cancel the wax appointments because the bush is back. Just like hemlines and hairstyles, opinions on pubic hair have gone in and out of style.
History of The Bush
In the early 20th century, modesty was crucial. The idea of “grooming” was rarely talked about, especially for women. Come the ’50s and ’60s, the message was loud and clear — hair-free was the beauty standard. Then came the ’70s, and the “bush boom” was real. The feminist movement celebrated and embraced natural bodies, seeing it as a form of empowerment. By the late 20th century, pubic hair had become a trend — in one decade, out the next. When the 2000s arrived, the smooth aesthetic hit its peak. But today the narrative is shifting again as body hair takes center stage in both beauty campaigns and cultural debates. 2025 has shown the bush is back and better than ever.
Kiehl’s Campaign
In June 2025, Kiehl’s, a well-known skin care brand, launched a campaign centered on its pubic hair oil. The original ad featured models in skin-colored underwear, and the pubic hair was visible to the public eye. The advertisement quickly received criticism and was eventually censored. Instead of shying away from the stigma, Kiehl’s did the opposite.
Kiehl’s flipped the beauty script with a campaign all about pubic hair — no glossy models, no airbrushed bodies, just raw, honest words. And those words? Made entirely from real pubic hair. Kiehl’s called the campaign a “pubic service announcement.” Each advertisement featured 33 different people’s pubic hair — all colors, textures and personalities. Kiehl’s didn’t just spark a conversation; it rewrote it. The public’s reaction to the campaign left many feeling like the bush is back.
Skims Bush Thong
Recently, Skims, Kim Kardashian’s clothing line, launched the “faux hair micro string thong,” better known as the bush thong. Skims is a popular brand for women and men, known for clothing that is comfortable, supportive and shapeshifting. With styles that make many feel confident, a bush thong naturally aligns with the brand’s image. Although Kardashian is often seen airbrushed and smooth, she said in an interview she used one in a photo shoot, which quickly turned into an idea for her brand. She went on to explain that many other brands had done something similar and she thought it was a “silly” idea. What started as a “silly” idea quickly sold out, confirming what we already knew: the bush is back.
Is the bush here to stay?
As fashion trends continue to come and go, so does the stigma surrounding pubic hair. It is a natural part of the human body, and although many people look for ways to get rid of it, the world is learning to embrace it. Beauty isn’t about what you take away, it’s about what you choose to let thrive. After all, trends come and go, but the bush? It always grows back.
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