The Bush Is Back in 2025: What to Expect

While pubic hair is fashionable and recognized by the art community, could it become a staple in women’s underwear? The answer is both yes and no. Alita Terry, the proprietor of Organic Skincare and Wellness NYC, shares with Vogue that there hasn’t been a noticeable shift in the hair removal preferences of her clients, except for a surge in requests tied to warmer seasons. Notably, she’s observed a growing number of Gen Z individuals opting out of body hair removal—pubic hair, leg hair, and other areas included. “They have completely redefined gender and beauty,” she remarks. “Thus, it is not surprising that they are also redefining the aesthetics of their intimate regions.”

The history of body hair removal is more extensive than many realize, and the evolving trends can be complex, according to Mithu Sanyal, author of the nonfiction title Vulva. “The belief that Brazilians began trending in the ’90s is inaccurate,” she explains. “In fact, even in ancient Greece, individuals engaged in grooming their pubic hair.” She also emphasizes that pubic hair serves a functional role, protecting the vulva and aiding in the dispersion of pheromones. “It exists for a reason.”

This brings us back to TikTok. While the examples of pubic hair shown during the Maison Margiela fashion show and in Poor Things were crafted merkins, the full bush that Sujindah discusses in their viral clip is naturally grown, not custom-made. Over the summer, Sujindah stumbled upon a review on Etsy showcasing a bikini model with a full bush, which struck a chord with them. “When I came across her review under a listing, it transformed my understanding of beachwear,” they say to Vogue. “I hadn’t been much of a beach-goer until last year, and her representation of swimwear completely altered my experience in that environment. I’ve always believed in presenting oneself authentically, and I was taken aback that someone expressed themselves like that in their bikini. Very much an empowering statement. It’s a reminder that we often overlook what should be more visible.”

This sentiment even sparked some artistic inspiration for Sujindah: they shared the review with their creative partner, Evangeline, as a source of inspiration for their project Epicene. “I’ve always cherished the presence of pubic hair in high fashion and the images I grew up seeing on Tumblr, so it felt artistically motivating,” Sujindah reflects. It serves as a reminder that art and life can provoke inspiration from one another, even in the context of pubic hair.