A razor brand in the US is using women with body hair in its latest campaign – the first instance of a beauty company doing so.

The campaign, titled ‘Project Body Hair’, has been launched by American razor company Billie and seeks to challenge the stigma set by other hair removal brands where female models are so often seen shaving hairless legs.

The Project Body Hair founders said of the initiative, “For the past 100 years, women’s razor brands haven’t acknowledged female body hair.

“Commercials show women ‘shaving’ perfectly smooth, airbrushed legs. Strange, huh?

“But everyone has short stubble, long strands, or something in between. What you do with yours is up to you — grow it, get rid of it, or comb it. It’s your hair, after all.”

In the campaign, women proudly exhibit their body hair, be it under their arms, on their legs or on their toes.

The ad says, “Hair — everyone has it. Even women. The world pretends it doesn’t exist — but it does. We checked. So however, whenever, if ever, you want to shave, we’ll be here.”

The Project Body Hair website is also asking women to share images of their body hair, to “make the internet a little fuzzier”.

Speaking to Buzzfeed, photographer of the campaign Ashley Armitage said, “It’s amazing that Billie is the first shaving company to actually show women with body hair.

“In all razor commercials, for some reason I can’t wrap my head around the fact that models already have smooth, hairless skin.

“How can you know that a razor is even doing its job if all it’s doing is swiping off some shaving cream? And more importantly, why is showing female body hair so taboo?”

As expected, men and women from across the globe are taking to social media to celebrate the campaign and congratulate the brand’s progressivesness.

Bang bang.
And the no-show-hair-in-an-ad rule is dead. ?

Can we redraw this emoji ?‍♀️ to wear a tank top and have a hairy armpit to spread the message?#projectbodyhair https://t.co/s8fvQRRSIP

— Belén Wilson ?????‍? (@beleno) July 4, 2018

#projectbodyhair by Billie is something that we have needed for the past 100 years. Thank you for being part of the movement that stops sexualizing women's bodies! ?? https://t.co/l22WwMvjWE

— xoxo (@epiphany_x) July 4, 2018

I am obsessed with Billie Razor's new #ProjectBodyHair ! On top of it all, the razors are great!

— Bailey Wiggle (@BailsTheWiggle) June 30, 2018

Let it #grow, let it grow,
Let it #blossom, let it flow.
In the #sun, the #rain, the #snow,#Hair is lovely, let it grow.#ProjectBodyHairhttps://t.co/qhCRC7EcdN

— James White (@itsjameswhite) July 3, 2018

Love this campaign by @BillieBody – but really, isn't this the way it should have always been? https://t.co/9prbRjIqar #projectbodyhair

— Krista Thurrott (@kristathurrott) July 3, 2018