It was only several months ago that the first TV advert to show mock period blood as red, not blue, was aired - and now the conversations moved onto razors. Adverts showing men shaving weeks’ worth of facial hair and women shaving already-shaved legs in contrast, are being challenged by a couple of pioneering brands.

Though women are reclaiming the treatment of their body hair – when, how and if they choose to - we’re still drowning in relentless images of smooth and shiny Barbie Legs that are not only unrealistic but embody the worship of the sexualised female. This concept of female beauty and desirability has plagued the media space for too long. These ingrained approaches to female maintenance, the domination of patriarchal ideologies and the perpetuation of beauty standards are just a handful of reasons we need a change.

Following the recent online campaign from US shaving brand Billie, titled ‘Project Body Hair’ which showed natural body hair being shaved, Friction Free Shaving (FFS) provides the answers to normalizing body hair on women.

The long-awaited truth behind female shaving revealed by a TV advert