These figures mirror a sea change in the way women view body hair. It chimes with a movement that question long-held beliefs about what beauty is, and highlights the pressures exerted by false images of “perfection”.

At the Golden Globes in January this year, Mozart in the Jungle actress Lola Kirke (above) accessorised her pink Andrew Gn gown with simple jewels, rosy lipstick, and unshaven armpits; an important political statement in a world where Hollywood ideals reign.

She was also doing her bit to normalise female body hair.

The idea of a woman not shaving her arms or legs shouldn’t be novel – but it’s still cause for a kind of “wow, that’s brave” reaction in this day and age.

This is something Madonna and her 20-year-old daughter Lourdes Ciccone Leon have picked up on, with Instagram posts that poke fun at outdated reactions to a woman not razoring off her body hair:

Long hair, don't care: nearly a quarter of women “don't shave their armpits”