Beauty trends truly do have a 20-year cycle, and Kim Kardashian has just launched her brand-new range of underwear, which is all about celebrating the bush.
Yep, keeping it au naturel down there was all the rage back in the 80s - hence SKIMS' retro-tinted branding for the launch - before being as hairless as a baby in all regards became in vogue with many celebs, including the Kardashian clan, and regular peeps alike, forking out a fortune on hair removal procedures.
Whether it's waxing, plucking, threading, sugaring, lasering, electrolysis, epilation or your bog-standard Veet jobby, the global hair removal products market size was estimated at a colossal $3.60 billion in 2023 and is projected to reach an even more insane $6.30 billion by 2030.
However, Kim's new Ultimate Bush collection may put a dent in that figure, given that the faux intimate hair thongs, which retail for £34 a pop, have already reportedly sold out despite only hitting the market yesterday (14 October).
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However, one could argue, you could achieve such a look downstairs by simply taking your daily razor sweep or monthly wax appointment out of your beauty routine; you'd be saving a KILLING on the pink tax after all!
But, other than saving money, saving time and no longer blocking your bathroom drain over an emergency bikini line shear, what are the actual health benefits of freeing the bush?
Fewer ingrown hairs
When you stop shaving or waxing, you dramatically reduce your chances of developing ingrown hairs - those painful, itchy bumps caused when hair grows back into the skin.
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"When you pull out a hair, it can recoil and start to grow downward instead of up," Jeannette Graf, MD, assistant clinical professor of dermatology at the Icahn School of Medicine at Mount Sinai in New York City, explained to Prevention. "That can lead to inflammation, redness, itching, and sometimes even cysts."
Less hyperpigmentation
Frequent shaving or waxing can lead to dark spots and an uneven skin tone due to irritation and repeated trauma to the delicate pubic area. Skipping hair removal allows your skin to heal and maintain a more even colour.
"The friction from short hairs rubbing against skin or clothing can lead to inflammation, and in an effort to protect itself, the skin will produce extra melanin, thereby darkening the area," Kevin Mendelson, a licensed cosmetologist in New Orleans, told Prevention. "And laying out in the sun in a bathing suit only makes things worse. UV exposure increases melanin production, which can cause the discolored area to darken even more."
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Less irritation and inflammation
Yep, say goodbye to those seemingly unavoidable razor burns, bumps or cuts that seem to always accompany hair removal.
Avoiding shaving spares your skin from mechanical irritation and the inflammation that can follow, especially if you have sensitive skin.
Less friction
Pubic hair acts like a natural cushion, reducing friction during sex, exercise, and other physical activities.
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Some experts even describe it as a 'dry lubricant' as hair rubbing against hair is gentler than skin rubbing against skin.
Better sex life
Speaking of getting down and dirty, embracing the bush can positively impact your sex life in a number of ways.
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Many people find that keeping pubic hair enhances sexual pleasure as hair can reduce friction and help maintain warmth — both of which play a role in sexual arousal and comfort during intimacy.
Additionally, loving the skin you're in and embracing your natural body can foster self-confidence and body positivity. Not shaving can be an empowering choice that helps you feel more comfortable in your own skin.
Oh yeah, and then there's the whole pheromone thing - which is kind of what the bizarre 'vabbing' trend is all about.
Pubic hair may help trap and diffuse pheromones, the natural chemical signals linked to attraction. Keeping your hair might subtly enhance your natural scent and chemistry.
Protection from bacteria and other pathogens
Just like eyelashes protect your eyes, pubic hair protects your genitals. It traps dirt, debris, and bacteria before they reach your skin or mucous membranes.
Hair follicles also produce sebum, an oil that discourages bacterial growth.
This natural defence may help protect against:
- Cellulitis
- Sexually transmitted infections (STIs)
- Urinary tract infections (UTIs)
- Vaginitis
- Yeast infections
Odour
Now, contrary to popular belief, pubic hair doesn’t cause odour - it can actually help manage it!
By absorbing sweat and reducing direct skin contact, hair limits the buildup of bacteria that produce unpleasant smells.
Topics: Advice, Beauty, Celebrity, Explained, Fashion, Hair, Health, Kim Kardashian, Life, Sex and Relationships, Shopping, Skincare, Women's Health
Rhiannon Ingle