As someone who watched plenty of sci-fi movies growing up, I’m not totally surprised lasers have become a main character by 2025. I guess the only part I didn’t expect was lasers casually making a regular appearance near our lips and, well, our other lips. Yes, I’m talking labia, baby and I need to know, quickly, who woke up and decided vagina’s need to be as shiny and smooth as Mr. Clean’s skull?
Honestly, it feels believable that the culprit was some dude who was bitter he couldn’t grow hair anymore up there and decided to take it out on the female anatomy (which grows hair to keep us clean and comfy!), but that’s just a conspiracy theory. What is for sure is that “full bush in a bikini” was trending on TikTok at the top of 2025. Yep, you heard it here first: the bush is sooooo in, girl! And before you start doubting me, I’ve already gathered the receipts to share with your group chat.
Thus, I heretofore declare this summer one for the girls to stop feeling the pressure of shedding our fur! It’s a bushkini summer, bitch, and as luck would have it I already found the perfect accessory.
To celebrate the bush being back, cool girl shaving company, Billie, teamed up with Ian Charms (the jewelry company loved by Charli XCX, Dula Peep, and JB) to create a limited edition bikini charm collection with phrases like “BUSHKINI” and “I <3 FUZZ” to hang off your bottoms. How cutesie, no?
I know, pubes out at a pool day feels a little intimidating, but after getting my hands on this adorable bikini chain (that I need every hottie from coast to coast to catch me in) I had to have a little mama let’s research moment to find out if the girlies were actually straying away from being smooth as a whistle. If you’re equally as obsessed with the Billie x Ian collab, you’re probably a little bush-curious, and unsurprisingly, recent studies show that you’re not alone!
Is Pubic Hair “In” Again In 2025?
In 2016, the NYT reported that a study found 62% of women waxed themselves completely bald downstairs (and over 80% chose some level of grooming). At the time, the primary reason women reported leaning towards a Brazilian and beyond was for “hygiene” purposes, which the researchers running the study found “troubling.” Because this, plus the fact that gynos were noticing a sharp uptick of literal teenagers shaping themselves up around their vaginas, was indicative that the 2000s beauty standard had shafted pubic hair as unclean and unattractive.
Not even ten years later, in 2024, The Guardian’s Ask Ugly polled 1,000 ladies, and the results are quite different. The same year, Maison Margiela sent haute couture models down the runway in fake pube hairpieces on their crotches (made of real human hair). While 82% of women still say they’re into grooming some of their pubic hair, “only 15% of respondents say they’re completely bare down there.” Hurrah for time (and pain) saved from going OTT with shaving!
Even more interestingly, 40% of the women surveyed keep a bikini-shaped bush, meaning “only removing the hair that would stick out of a bikini bottom,” and 29.5% of the bush crew sports a full bush or a “slightly trimmed” version. Only 11% were into a landing strip (the main style of the 2000s) and 60% of the group said the “hair on or around their anus” was free to run wild. An iconic trend towards letting our bodies do their thing without stressing the Playboy Bunny standard, if you ask me.
Do men care about pubic hair?
Ask Ugly’s poll also delivered compelling info about men’s opinions on their female partner’s pubic hair, a valid venture since 65% of women do express worrying about what their partner thinks of their pubic presentation. Huge preface: your body, your choice also applies to anything to do with grooming (separate from cleanliness), from the hair on your head to the curls on your girl cave. That being said, getting your partner’s take could be worthwhile if you’re curious about their experience and, surprise, surprise! 50% of dudes don’t really GAF what their lady’s lady parts look like, according to The Guardian’s research.
Of those who did dare to have an opinion, 17% were hyped for the bush, 18% preferred the puss hairless, while the overwhelming majority just appreciated a little tidying. Here’s the kicker: “More than 71% of male respondents say they’ve never been turned off by a partner’s pubic or butt hair,” and only 11% of women have ever been told to make a change by man. Love to hear it!
