More and more young women are embracing their underarm hair, according to a new study
A new study has revealed that more and more millennial women are choosing to forego shaving their armpits. Research by analysts Mintel showed that now just under a quarter of young women choose to remove the hair on their underarms, The Telegraph has reported.
The results showed that in 2013, 95 per cent of women aged 16-24 said they removed their underarm hair, but this number had dropped to 77 per cent by 2016.
And it’s not just with underarms that they are choosing to go ‘au naturel’. The number of young women who shave their legs has dropped from 92 to 85 per cent. This coincides with sales figures which show that there has been a decline from £598 million to £567 million in the amount of money we spend on hair removal products.
Mintel identified the wellness movement as one of the biggest reasons for this change.
“Clean eating is behind some of those changes,” Roshida Khanom, associate director in beauty and personal care at Mintel said. “They’re worried about causing irritation from their skin because of these products.”
Things like shaving foam and hair removal cream are now being perceived as bad for the skin, meaning young women are choosing not to use them and are using natural products instead.
Khanom also added that there was “some pushing back against societal expectations of what women look like” that had added to this movement.