Januhairy: Reason why women are growing their body hair for January
In advertising and glossy magazines the image of women as hairless, perfectly waxed, shaved and plucked beings is constantly reinforced.
Now a group of women are joining a campaign that involves growing their body hair for the month of January - and it's called Januhairy.
The idea is to encourage "the acceptance of body hair on women" while raising money for charity.
The Januhairy Facebook page reads: "Society seems to be behaving as if the natural hair we grow on our bodies is unattractive and distasteful.
"We are so used to removing our body hair that we are becoming unfamiliar with our authentic selves."
People will be growing their body hair for the month (Image: xxxxxxxx/Twitter)
Founder Laura Jackson, 21, said she has had a "great response" and women from all over the world have now signed up to take part.
The Exeter University drama student, from Kineton, Warwickshire, said she devised the idea after growing out her hair for a performance and receiving a negative reaction from others.
Speaking to BBC News, she said: "I realised that there is still so much more for us to do to be able to accept one another fully and truly.
"This isn't an angry campaign for people who don't see how normal body hair is.
"It is an empowering project for everyone to understand more about their views on themselves and others."
Laura launched the campaign last month and now women from the UK, US, Canada, Germany, Russia and Spain are taking part.
Laura wrote on Facebook that it's really about inpidual preference - and there is no right or wrong way to groom your own body hair.
"Some of us don’t like it, some of us do… but we are all still feminine, hygienic and beautiful, no matter how smooth or hairy," she wrote.
People have congratulated Laura for her initiative, calling it "amazing".
Funds raised through Januhairy will go to Body Gossip, a charity that helps teens improve their self-esteem through an education programme. Laura hopes to raise £1,000.