''Cause a 'stache is a 'stache,' says the brand.
Having previously tackled unibrows, pubic hair and stomach hair, the brand is now trying to encourage women to embrace their facial hair, specifically their moustaches. And it’s for aNext month marks the start of Movember, the month-long fundraiser for prostate and testicular cancer. Historically, fundraising efforts have only been targeted towards men but Billie is trying to change that.
A new video announcing the initiative states, “Our hair has a very important announcement to make: Women have moustaches too. The world may not know this because we go through a lot to hide them; we’ve been hiding them all our lives. But newsflash, we’ve got them.” The clip shows a variety of women sporting upper lip hair, combing it out, and adorning with eyebrow gel. The brand found the models via an Instagram call-out.
The brand’s approach to marketing and body hair is unconventional for a razor company to say the least. But it’s deliberate. In an interview with, Gooley explained, “When brands pretend that all women have hairless bodies, it’s a version of body shaming. There has been this shame around body hair, and a lot of that is the shaving category talking about the topic as a problem that needs to be fixed with the product they’re trying to sell. We didn’t want to be part of that conversation.
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