According to the Telegraph, a new study has found that nearly one in four women have completely stopped shaving their armpits.
The study, conducted by analysts at the Mintel Research Institute, revealed some interesting statistics:
In 2013, 95 percent of women aged 16 to 24 said that they remove their underarm hair. However, in 2016, that figure dropped to just 77 percent.
It’s not just armpit hair that women are becoming less concerned with – it’s leg hair too! According to Mintel, in 2013, 92 percent of women reported that they regularly shave their legs. By 2016, that number had dropped to 85 percent.
The hair removal industry has seen a 5 percent drop in sales between 2015 and 2016.
Mintel’s associate director in beauty and personal care, Roshida Khanom, says that she believes the changes in women’s shaving habits are largely due to the natural beauty and wellness movement.
“Clean eating is behind some of those changes,” Khanom told the Telegraph. “They’re worried about causing irritation from their skin because of these products. We can also see that they’re doing other things instead — so 29 percent say they’re adding steps to their skincare routine. There’s also some pushing back against societal expectations of what women should look like.”
More and more women, including celebrities, are speaking out.
Women like Emma Watson, Adele, Lola Kirke, and Miley Cyrus have all used social media to spark conversations about body hair.
In 2015, artist Petra Collins created a video that ended up going viral. She talks about armpit hair specifically, saying, “I was like, ‘Wait, why do I do this every day? Why do I buy things every day to get rid of something that my body’s just trying to grow?”
Whatever your opinion on armpit hair is, we can’t deny that it’s a refreshing change to see women so confident and comfortable with their bodies.