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Pubic hair—we all have it. Even so, women are often shamed for showing it. Recently, a long overdue movement has sparked, encouraging women to embrace their natural body hair—more specifically leg and armpit hair. This week, for instance, Halsey showed off her armpit hair on the cover of Rolling Stone. Pubic hair, however, is often still considered taboo. But one razor brand, Billie, is challenging this stigma in a massive way. The brand showed pubic hair in its new ad, marking the first time it’s appeared in any advertisement, ever.

Billie is a “female-first body brand” that offers shaving and body care products through an affordable subscription model, without the pink tax. On June 24th, Billie launched its “Red White and You Do You” campaign, encouraging women to shave (or not shave) to the extent they feel comfortable this summer.

It may seem ironic that a razor brand is showing pubic hair in its ads, but that’s exactly the point. Billie hopes to promote shaving as a choice, not an expectation.

That’s Billie’s main point: Do whatever you want with your own body.

Last June, Billie launched Project Body Hair, a campaign that “celebrates female body hair, wherever it is or isn’t.” The campaign continues to encourage women to post pictures of their own body hair using #projectbodyhair.

If you want to support the brand, check out some of Billie’s products below.

Sudsy Body Wash

Made with grapefruit, coconut, and rose cania, this body wash works to cleanse and moisturize.

Dry-Bye Body Lotion

This body lotion is made with grape seed, shea butter, chamomile, and aloe vera, which makes it nourishing and hydrating with a matte finish.

The $9 Starter Kit

This pack includes a Billie handle, magnetic holder, and two five-blade razor cartridges.

We applaud Billie for challenging the notion of “bikini bodies,” as it pertains to body hair and waxing, and we hope more beauty brands work to end the body hair stigma.