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For years, the trendiest pubic hair style was a trimmed or bald bush. But we've noticed a recent uptick in the number of women who've tossed out their razors and waxing kits in favor of letting things go au natural down below. Anecdotally speaking, lady lawns seem to be coming back into style—and it might be because more women are discovering the surprising health benefits.

“From a health standpoint, removing pubic hair can lead to irritation of the hair follicle, and open wounds or nicks, which may increase the risk for STI transmission,” says Maureen Whelihan , MD, an ob-gyn at the Elite GYN Care of the Palm Beaches in Florida. It's not clear if less hair means a higher risk of STIs, but one study did link pubic hair removal to increased transmission of herpes and HPV.

Curious about some of the other wellness benefits, we asked six women who love their hairy pubes to tell us how it's boosted their physical, mental, and sexual health. Here's why they've sworn off grooming for good.

“I always kept my bush because I never liked the way [my vagina] looked or felt without hair. For years I felt ashamed about that, especially in my teens and early 20s—when it seemed like everyone was totally bald. But by honoring my hair preferences, I knew I was a lot more confident in the bedroom than if I'd shaved. I also learned that if a partner didn’t like it, they weren’t the partner for me.” —Danny, 26

“Why am I bush-positive? Because ingrown hairs suck. And I don’t have to worry about getting them if I don’t shave or wax. When I did, I'd try to find shaving cream, post-wax oil, or some other soothing product that could prevent them. So I finally decided to leave my hair be. I'm glad there are plenty of people and potential partners who appreciate a full bush and think it's sexy.” —Ellen, 32

“Having pubic hair is like giving the finger to that prepubescent look that porn made so popular. My bush makes me feel powerful, and womanly, and 100% sexy. For me, it’s all about feeling confident and body positive in my natural state. My advice to any woman who is growing out her pubes for the first time is to own it. Strut your stuff. Embrace your natural body state.” —Meghan, 24

“My ex-boyfriend expressed a preference for hair, so I stopped shaving to see if I’d like it, too. I'd started removing my pubic hair as soon as it began appearing, so I’d never seen myself with a bush. Turns out, I loved it! Zero irritation, no razor bumps, no weird chafing from my spandex shorts or underwear. He and I have since broken up, but I still sport a bush. I recommend that any woman who has never seen or felt her lady bits with pubes grow it out at least once. You could find you love it as much as I do." —Elizabeth, 25

“Creams and at-home waxing kits made me break out, shaving left me with painful bumps, and plucking was a pain. Professional waxing was not only expensive and time consuming, but it hurt. After 15 or 20 years of this, I decided to finally listen to my body. Now I have a 1970s-style porn bush, and I love it. I can wear way sexier lace underwear without dealing with irritation because my hair protects me from nasty rub.” —Alexa, 35

“One day I was in the shower using a razor on my nether regions and I thought to myself, How much time could I save if I just stopped grooming? At first, not shaving was an experiment: save 10 minutes two to three times a week. But the longer I stopped shaving, the more having hair grew on me, and I ended up enjoying the look of it. By not shaving, I save 20 minutes a week, which is almost seven hours a year. LOL.” —Carly, 27

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Published: 15:28 BST, 27 June 2019 | Updated: 15:56 BST, 27 June 2019
A razor company has launched a new campaign featuring females modeling pubic and armpit hair, as it aims to challenge the 'summer ready' pressure placed on women to shave during the hotter months.
Billie, a female-focused razor brand, first launched into the spotlight last year for its Project Body Hair campaign — becoming the first shaving ad to show women with armpit hair.
The company has now taken its message one step further for its latest campaign, Red, White and You Do You, by having women model both armpit hair and pubic hair while on the beach.
New: Billie, a female-focused razor brand, launched a new commercial on Wednesday featuring armpit and pubic hair
Sending a message: The ad features women proudly flaunting their pubic and armpit hair while on the beach ahead of the Fourth of July
Goals: The campaign aims to break the taboo around women removing their body hair, specifically their pubic hair
Priorities: 'By showing and celebrating the fact that women have body hair, we're hoping to remove the shame around it,' said Billie Co-Founder Georgina Gooley
'Red, White and You Do You continues to emphasize our stance that shaving is a choice, not an expectation,' said Billie Co-Founder Georgina Gooley.
'To celebrate our one-year anniversary of Project Body Hair, and the beginning of summer, we wanted to challenge the notion of being "summer ready,"' she continued.
'A lot of women feel the pressure to remove their body hair when they're wearing a bathing suit, so we felt like it was the perfect time to get out there and say, "no matter what you choose, you're already summer ready."'
The idea behind the new campaign comes after the success the razor brand experienced for Project Body hair.
Its original video reportedly garnered more than 20 million views, with people commenting on the empowering message behind showing a woman's armpit hair.
Unlike other razor companies, Billie is selling the products around the idea that body hair should be celebrated and free of any shame, no matter what areas women decide to shave.
The launch of its first video last year actually inspired other companies, including Gillette Venus and Joy, to create similar campaigns.
Billie is now using the momentum in this year's campaign by promoting pubic hair in the Red, White and You Do You ad.
'Historically, women's razor brands have portrayed body hair as "socially problematic'" in an attempt to sell more razors — they instilled shame around having women's body hair,' Gooley said.
Body positive: 'Nobody should have to explain or apologize for,' Gooley said. 'We shouldn't be defined by our grooming choices'
Work it: Billie partnered with Ashley Armitage, who shot Project Body Hair last year, to photograph and shoot the new campaign
Body positive: Multiple moments of the campaign show a woman with her pubic hair underneath her swimsuit. The point, the brand explained, was to remove shame of it
The beginning: The company first launched into the spotlight last year after it released its Project Body Hair commercial showing women with armpit hair
Starting a trend: This ad inspired other companies, including Gillette Venus and Joy, to embrace body hair in their own commercials
'For the last 100 years, the idea of women's body hair was so taboo that we have been seeing commercials where razors shave completely hairless skin — the entire shaving category refused to show it,' she continued.
Gooley believed that not acknowledging the body hair sends the message that women should feel ashamed.
'By showing and celebrating the fact that women have body hair, we're hoping to remove the shame around it,' she said.
The campaign aims to promote body hair as a personal choice for women on if they choose to remove it or keep it.
'Nobody should have to explain or apologize for,' Gooley said. 'We shouldn't be defined by our grooming choices.'
Billie partnered with Ashley Armitage, who shot Project Body Hair last year, to photograph and shoot the new campaign.
The idea behind the video, released ahead of the Fourth of July, was to challenge the taboo topic of body hair appearing on the beach by having every woman in the campaign flaunting their own.
And according to Billie, it is the first razor campaign to feature pubic hair in a commercial for women.
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