In women’s bathrooms and cabinets across the country one implement is getting far less use than ever before.
According to research analysts Mintel it has never been more acceptable for women to forgo razors and tubs of wax, and let their body hair grow with silky abandon.
The company found that almost one in four young women have given up shaving their underarm... and, for millennial women (those roughly born between 1980 and 2000), the drive to remove arm and leg hair has been in steady decline for years.
In 2013, 95 per cent of women aged 16 to 24 said they removed hair from their underarms. In 2016, that dropped to 77 per cent. It’s a similar story for legs - in 2013, 92 per cent said they shaved but last year that had fallen to 85 per cent.
It’s no surprise then that we’re investing less in hair removal products, which fell overall by 5 per cent between 2015 and 2016.
Many, including Daisy Walker, 27, a fashion photographer and co-founder of Women in Fashion (WiF) who gave up shaving two years ago, believe it’s down to a greater visual representation of hairy women. Perhaps the most memorable in popular culture was Julia Roberts who in 1999 attended the Notting Hill premiere with unshaven pits - something that made headlines around the world (most disapproving).