Kiehl’s has made a bold move with its new campaign, unveiling a font made entirely from human pubic hair. The campaign was launched to challenge societal taboos about body hair and to respond to the censorship it faced when previous ads featuring models with visible pubic hair were removed from store windows.
This new campaign focuses on inclusivity and self-care for all skin, including intimate areas. In 2024, Kiehl’s launched a new range of intimate care products, including Ingrown Hair & Tone Corrective Drops and Over & Under Cream-to-Powder Body Deodorant. These products are designed to address concerns like ingrown hairs and irritation while being suitable for all skin types and tones.
The brand’s campaign featuring models with visible pubic hair was intended to challenge outdated beauty standards. However, when the visuals were censored in some stores and on social media, Kiehl’s turned the situation into an opportunity. Instead of backing down, the brand created a new round of ads with headlines written entirely in pubic hair. The new visuals included the following bold messages:
- “Our photos of models with pubic hair were censored, so we removed the models.”
- “Pubic hair don’t care.”
- “Apologies, we won’t show pubic hair ever again.”
These images were shared on Kiehl’s digital platforms to continue their mission of normalizing conversations around body hair and promoting body positivity. The brand also emphasized that pubic hair is a natural part of the human body and should not be stigmatized.
Kiehl’s response to censorship reflects its commitment to challenging outdated societal norms and fostering open conversations about intimate self-care. The brand’s actions resonate with consumers who are eager to embrace body diversity and reject unrealistic beauty standards.
Kiehl’s, along with other brands like eos and Gillette Venus, is leading the charge in creating campaigns that break taboos, celebrate inclusivity, and normalize discussions about body hair. By embracing these authentic visuals, Kiehl’s is not only promoting self-care for all parts of the body but also pushing the industry toward more honest and inclusive conversations.
