Across the globe, conversations around beauty are shifting in profound ways. For decades, strict ideals promoted through advertising, media, and social expectations shaped how people—especially women—viewed themselves. Smooth skin, flawless makeup, and narrowly defined features were often portrayed as the benchmark of attractiveness. Yet, in today’s world, many individuals and artists are challenging these outdated perceptions. They are asking important questions: What is beauty? Who defines it? And why should one standard apply to everyone?
One striking example of this cultural transformation comes from London, where a photographer launched a project called Natural Beauty. The series has attracted attention not only for its artistry but also for the powerful statement it makes. By photographing women who embrace natural body hair—particularly underarm hair—the project confronts long-standing taboos and sparks meaningful dialogue about self-expression, autonomy, and authenticity.
To fully understand the significance of projects like Natural Beauty, it is important to reflect on where beauty ideals originated. For much of the twentieth century, advertising heavily influenced grooming practices. In the early 1900s, razor companies began marketing directly to women, introducing the idea that body hair was “unfeminine” or undesirable. Magazines promoted the same message, connecting hair removal to elegance, sophistication, and desirability.
By the mid-20th century, film and television reinforced these ideas. Actresses and models often appeared with smooth, hair-free skin, while alternative expressions of beauty rarely received mainstream attention. As media globalized, these narrow ideals spread across cultures, creating pressure for women worldwide to conform.
However, history also reveals that body hair norms vary greatly across societies. In many cultures, natural hair was accepted, even celebrated, as part of maturity and womanhood. It is only through decades of marketing, commercialization, and cultural exportation that hair removal became widely associated with beauty in the Western world.
The Natural Beauty Project: An Artistic Rebellion
In today’s context of re-examining identity and inclusivity, the London-based photographer behind Natural Beauty sought to challenge lingering stigmas. The project invites women of diverse backgrounds to appear as they are, without shaving or altering their body hair. The images are not just portraits—they are declarations of self-acceptance.
The photographer has explained that the purpose of the series is not to dictate how women should look but to create a platform where different expressions of beauty can coexist. By highlighting body hair, something often hidden or erased in visual culture, the project makes the invisible visible.
The work has quickly resonated across social media platforms. Supporters praise its honesty and courage, while critics reveal just how deeply ingrained societal expectations remain. Yet, regardless of reaction, the project has achieved its aim: to spark conversation and reflection.
Voices of Empowerment: Stories Behind the Lens
Each participant in Natural Beauty brings a personal story, adding richness to the series.
- Kyotocat, a model featured in the project, expressed deep relief at embracing her natural self. “I felt so relieved and free when I let it grow out,” she said. “It felt like being able to breathe.” For her, the act symbolized breaking free from a silent burden of conformity.
- Sophie Rose reflected on the empowerment she found in visibility. “It’s empowering to not hide,” she explained. “You feel stronger for not giving in to the way you’ve been told to be.” Her perspective highlights how rejecting certain expectations can strengthen one’s sense of autonomy.
- Gabriela Eva, another participant, shared that she specifically grew her underarm hair for the shoot. Initially, it left her feeling vulnerable, but over time the experience became empowering. By facing her discomfort, she transformed it into strength.
Though each story is unique, the themes of liberation, self-acceptance, and resilience repeat. For many of the women, body hair is not the focus itself but rather a symbol of choice—the choice to define beauty on their own terms.
Psychological Dimensions of Body Autonomy
Experts suggest that projects like Natural Beauty resonate because they touch on deeper psychological themes. Dr. Renee Engeln, a professor of psychology at Northwestern University, explains: “Beauty standards are not fixed. They evolve with culture and conversation. The more we challenge narrow definitions of beauty, the more space we create for self-acceptance.”
The connection between grooming practices and self-esteem is well documented. For some, shaving or removing body hair is a personal preference that enhances comfort. For others, the pressure to conform to a standard can create anxiety, stress, and feelings of inadequacy. By making room for both perspectives, society can move toward inclusivity rather than judgment.
Shifts in Mainstream Representation
Beyond individual projects, mainstream culture has also begun to embrace broader definitions of beauty. Celebrities such as Amandla Stenberg, Madonna, and Lourdes Leon have appeared in public with visible body hair, prompting widespread media attention. These moments are more than personal choices—they become cultural markers of change.
Fashion brands, too, are acknowledging the importance of representation. Campaigns by companies like Billie and Veet have featured models with natural body hair, signaling that inclusivity is no longer a niche concept but a growing demand from consumers. Representation in advertising matters because it shapes how people see themselves reflected in media.
Global Perspectives: Beauty Beyond Borders
It is important to recognize that beauty standards are not universal. Around the world, cultural attitudes toward body hair differ widely. In some Middle Eastern and South Asian traditions, hair removal has long been a common practice, often tied to cultural rituals. In contrast, many Indigenous communities historically embraced natural body hair as part of identity.
Today’s globalized media landscape means that people are exposed to multiple beauty ideals simultaneously. While this can create pressure, it also opens the door to greater choice. Individuals can draw inspiration from different traditions and define beauty in ways that feel authentic to them.
Social Media: A Space for Dialogue
Social platforms have amplified conversations about body image. Hashtags promoting body positivity and self-love connect communities across continents. At the same time, these platforms can also expose individuals to criticism and negativity. Participants in Natural Beauty noted that while many responses were supportive, others revealed persistent discomfort with challenging norms.
Yet, the very presence of debate shows progress. Topics once considered taboo are now openly discussed, giving individuals the language to articulate their experiences and advocate for change.
Expert Insights: Beyond the Surface
Sociologists argue that beauty standards are not just about appearance but about power and control. By setting rigid ideals, societies implicitly dictate who is valued and who is marginalized. Projects like Natural Beauty disrupt this dynamic by giving visibility to alternative expressions of beauty.
Activists emphasize that true empowerment lies in choice. The message is not that everyone should embrace body hair but that everyone should feel free to make personal decisions without fear of judgment or exclusion. Inclusivity means making space for all preferences, whether they align with tradition or not.
Toward a More Inclusive Future
As beauty standards continue to evolve, one thing is clear: authenticity and inclusivity are reshaping cultural expectations. From photographers and artists to celebrities and brands, diverse voices are challenging the notion that beauty can be confined to a single mold.
The journey is ongoing, and resistance still exists. But each step—each project, each story, each conversation—contributes to a broader cultural shift. For many, embracing natural body hair is not simply about grooming; it is about reclaiming agency and rewriting the narrative of beauty.
Conclusion: Embracing Choice, Celebrating Diversity
The rise of projects like Natural Beauty illustrates a powerful truth: beauty is not one-size-fits-all. It is fluid, dynamic, and deeply personal. By questioning outdated standards and celebrating diverse expressions, society creates a more inclusive future—one where people can embrace themselves fully, without apology.
As Dr. Engeln reminds us, “The more we challenge narrow definitions of beauty, the more space we create for self-acceptance.” In that space, empowerment flourishes, voices are heard, and authenticity thrives.
In an era increasingly defined by individuality, the most beautiful act may be the simplest one: choosing to be yourself.
