Jump to Main ContentJump to Primary Navigation

Bic is brazenly trying to sell women special lighters for candles and no-one's having it

miss bic flex.JPG

Five years on from Bic’s pastel-coloured “for her” biros revolutionising women’s ability to write with our tiny hands, the firm is empowering us once again with a special lady tool to help navigate the dangers of open flames.

Determined to persevere in the face of repeated criticism of pens “designed to fit comfortably in a woman's hand" and pricier pink “Lady” razors, Bic has given the humble gas lighter a fuchsia pink makeover with the “Miss Bic Flex”.

This bendy contraption allows us fire-fearing women to dabble with lighting up stuff – mostly candles – without burning our thumbs.

Read more: The 52 best, funniest, and saltiest feminist comebacks ever to grace the internet

Twitter user JusteBro noticed the Miss Bic Flex on shelves alongside Bic’s standard – and cheaper – blue Bic lighters.

“Finally my fragile female hand will be able to light a candle too!” she wrote in a tweet loaded with sarcasm and displaying a Feminism hashtag.

While the blue lighter packet clearly shows it as a multi-purpose tool designed for firing up barbecues, campfires and even cake candles, the curved gadget aimed squarely at women is decorated only with a picture of a decorative candle.

Yes, instead of using the blue lighter, or those long sticks, to do the job, Bic reckons we should be paying extra for a longer, curved wand to give our homes a cosy glow.

“Ideal for household use, lighting gas hobs, candles etc.” the product description says, words such as “safe, “easy”, “comfortable” and “trendy” thrown in for good measure.

Because trendy is an attribute we all crave of our firelighters, isn’t it?

JusteBro’s observation has been retweeted thousands of times and even caught the attention of outspoken Hollywood feminist Patricia Arquette, among others:

Bic told Metro the Miss Bic Flex lighter is no longer available to buy on Amazon because criticism of the product has led the firm to discontinue it by 2018.

A spokesperson said Bic “never intended to upset anyone and we do regret any offence that may have been caused.”

The firm does, however, still sell standard Miss Bic lighters, featuring themes including “fashion dogs”, “couture” and a heck of a lot of flamingos.


Miss Bic lighters

It’s not the first time the 72-year-old French firm has been forced to pull back amid accusations of sexism. In 2010, before Bic for her, complaints led it to scrap a series of retro-themed advertisements in Canada that showed a traditional image of 1950s housewives in tiny shorts with captions such as “for legs that beckon”.

In 2015 it apologised for telling women to “think like a man” as part of an ad for International Women’s Day.



People are getting this tattoo in honour of Manchester attack victims

gin tonic.jpg

Have you been making G&Ts wrong all this time?

jane austen.jpg

Jane Austen “never slept with a man” but may have had lesbian sex


20 soothing, beautiful songs guaranteed to help you fall asleep

An expert picks the ultimate classical music playlist

by Sarah Biddlecombe
20 Oct 2017

Puppy dog eyes are a thing and your dog makes them just for you

A study says dogs change their facial expressions when humans are looking

by Amy Swales
20 Oct 2017

Here’s how to buy a house or a flat for the princely sum of £1

It's time to enter the real-estate raffle

by Megan Murray
20 Oct 2017

Oxford University under fire for shocking lack of racial diversity

One MP called the revelations an example of “social apartheid”

by Moya Crockett
20 Oct 2017

This prosecco festival is the best way to start feeling Christmassy

Bubbles, bubbles everywhere

by Susan Devaney
20 Oct 2017

Missing your 16-25 railcard? We have good news for you

Rail bosses have taken pity on cash-strapped millennials

20 Oct 2017

This man’s response to his friend’s period while hiking is everything

“I had NOTHING on me and I was wearing shorts”

by Susan Devaney
20 Oct 2017

Why anxiety makes it harder to follow your intuition

It can have a paralysing effect on decision-making

by Anna Brech
19 Oct 2017

“Why all men must work to stamp out sexual harassment and abuse”

In wake of the Weinstein allegations, one writer argues why men need to be counted

19 Oct 2017

Rage, lust, power and warmth: how it feels to experience ‘red emotions

“I grew up being told my body was terrifying and my voice was unimportant”

by The Stylist web team
19 Oct 2017