Shaving, Choice and Confidence: How the Narrative Around Female Body Hair Is Evolving

Ever wondered where the evolution of shaving began? 

From the debut of the first women’s razor in 1915 to the body hair-positive movement of today, the story of shaving is deeply tied to fashion, feminism, and self-perception.

At Make My Shave, we believe that whatever makes you feel good is the best kind of beauty. So whether you choose to shave or not, it  should always be your choice—after all, it’s your body, your routine, your rules.

A Century of Smooth: Shaving From 1915 to Now

1915–1930s: The First Women’s Razor and Early Advertising

In 1915, Gillette introduced the Milady Décolleté, the first safety razor marketed to women. Its launch aligned with changing fashion trends—rising hemlines and sleeveless dresses meant that underarm and leg hair became more visible in everyday life. Around this time, women’s magazines and advertisements began positioning body hair removal as part of being modern and “well-groomed.”

As Hollywood’s influence grew through the 1920s and ’30s, so too did the popularity of smooth, polished skin. Advertisers often linked shaving to cleanliness, femininity, and desirability—helping shift public perception from hair removal being optional to expected.

1940s–1950s: Wartime Changes and Mainstream Normalisation

During World War II, fabric shortages made nylon stockings scarce, and bare legs became more common—encouraging more women to shave. By the 1950s, shaving had become a regular part of many women’s routines. Media and advertising portrayed hairlessness as the default for women, embedding the idea that smooth skin was part of looking “put together.”

1960s–1970s: Challenging the Norm

As feminist movements gained momentum, so did conversations about body autonomy. Activists questioned why women were expected to remove hair in the first place. While this sparked debate, mainstream beauty standards remained largely unchanged, and hair removal continued to be portrayed as essential.

1980s–1990s: Cultural Flashpoints and Public Dialogue

Occasional public figures disrupted the narrative—Madonna, Julia Roberts, and others appeared in the spotlight with visible body hair, creating moments of conversation and media attention. Still, these were exceptions. For the most part, advertising and beauty culture continued to promote hairlessness as the norm.

2000s–2010s:  Grooming norms go to extremes

By the early 2000s, grooming expectations intensified. The rise of bikini and Brazilian wax trends brought focus to pubic hair, while facial hair—like upper lip fuzz or chin hair—was increasingly targeted by new products and treatments. The idea of where women “should” be hairless expanded, often driven by subtle messaging in beauty campaigns.

The merkin was another notable era—a pubic wig with historical roots—made a comeback as both a fashion statement and a feminist protest. It appeared on red carpets (think: Lady Gaga at the 2011 MuchMusic Awards with neon armpit hair and a matching turquoise merkin) and in art, reclaiming body hair as something to be talked about, not hidden.

2020s: The Rise of Body Hair Positivity and Personal Choice

In recent years, the conversation has started to shift. Brands like Nike began featuring visible body hair in campaigns. Social media gave women and gender-diverse people space to share unfiltered images, challenge outdated norms, and speak openly about their grooming choices.

For the first time in decades, shaving is being openly reframed—not as a requirement, but as a personal decision. Influencers and consumers alike are normalising all types of bodies, all levels of hair removal, and all reasons for choosing to shave—or not to shave.

In December 2021, Australian media personality Abbie Chatfield gracefully turned a common feminine experience—bikini-line stubble—into a powerful moment of visibility and authenticity. At a yacht party for Monday Swimwear, she posted a bikini photo accompanied by the caption “Category is: Shaving rash”, owning a typically hidden detail with humour and confidence 

The reaction was overwhelmingly positive. Fans celebrated her honesty, with comments praising how she normalized a real, everyday experience that many women encounter but rarely see represented in influencer culture 
perthnow.com.au

This shift reflects the broader trend toward body hair positivity, where everyday beauty—including natural facial or bikini fuzz—is welcomed, celebrated, and unapologetically real.

Credit credit: @abbiechatfield

Where Make My Shave Fits In The World of Shaving 

At Make My Shave, we see the evolution of female shave care as powerful. Shaving should never be silent, shameful, or compulsory. It can be a ritual—but it should be your ritual, done for you, on your terms, if you choose.

As a female-first brand, we don’t shy away from tough conversations. We openly acknowledge that for decades, women were made to feel they had to shave to be accepted, to be desirable, to be "proper." That was never okay—and we’re here to help rewrite that story. 

Whether you shave daily, once a month, or not at all—we support you. Always.

Because in the end, it’s your body, your routine, your rules.