Women aren't just burning their bras. In 2023 they are breaking up with their waxers and throwing out their razors.
A trend has emerged online of women rallying against the idea that they should have to hide their pubic hair at the beach – or at all.
It has long been the social norm that women are expected to conceal their pubic hair at all costs, seriously a vagina wax in Australia will set you back at least $50.
No pubic hair on women has become so normal that is extremely rare to see female pubic hair in mainstream pop culture.
You'd struggle to find a famous sex scene where a woman's pubic hair has been featured.
The elimination of female pubic hair in mainstream culture has also led to common misconceptions like, for instance, that pubic hair is somehow dirtier: not true.
Psychologist Carly Dobers said that pubic hair has become so taboo that if women don't hide it, it is seen as a form of "self-expression," and a "radical act."
"The cultural messaging has been 'women should not have pubic hair.' It is a normal, healthy part of the human body," she told news.com.au
So why has pubic hair become so taboo?
"Pubic hair maintenance has historically been recommended by beauty outlets with keeping a sexual partner interested in mind or mimicking the look of mainstream pornographic actors," she said.
Pubic hair has become so sexualized that has just become the norm for it to be removed, but the hairy conversation has taken a turn thanks to influencers.
Influencers Sara Puhto and Bella Davis posted a joint post of the pair in bikinis on Instagram.
You also could see visible pubic hair poking out from their bikini bottoms.
The post quickly raised chatter about beauty standards and hygiene.
Puhto shared the post with her 400,000 followers and explained that, while she understood it was a personal choice to shave or wax, she wants women to realize they don't need to alter their bodies.
"You don't owe anyone a smooth bump-free hairless body! Don't let your body hair or razor bumps hold you back from wearing a bikini, from being intimate, or from making precious memories," she preached.
"You deserve to see body hair and bumpy bikini lines represented. You deserve to feel seen, empowered, and a little less alone in your body."
One follower revealed that she finds shaving and hair removal cream unpleasant due to allergic reactions.
"Your post gives me something to think about! Maybe I shouldn't put my skin through hell," she mused.
"So wild that we have to 'normalize' something is normal," another commented.
"I feel like nobody's pubic hair should be showing through… just seems inappropriate for a man or a woman to have it showing," someone argued.
"I would never wear a bikini with a full hairy bikini line like this, never, not even if I were paid," another announced.
The other running theme was commenters expressing they felt that pubic hair was somehow unhygienic and that having it displayed was dirty.
"For me, it isn't about the appearance but about the hygiene," someone wrote.
"It isn't more or less hygienic to remove body hair not," Puhto replied.
Sexual wellness expert Rosie Rees is also leading the charge and has taken to social media to help normalize pubic hair.
"I've recently shared on my Instagram that I'm growing my pubic hair 'winter coat' – in the hope that more women and men see it sexy, normal, and healthy," she told news.com.au.
Rees said that "unrealistic beauty standards" around pubic hair have plagued women for years and impacted how they see themselves.
"The hair removal industry has instigated and normalized women being hair-free since the 80s, conditioning us to believe that having pubic hair or hairy underarms insinuates that 'you've let yourself go', you're inherently 'dirty' or 'hippy' or you're distinctly unfeminine and deemed unattractive to men," she said.
Rees stressed that there is nothing wrong with shaving or waxing but that women should consider why they are doing it.
"It's important that we choose what makes us comfortable from an empowered place rather than unconsciously shaving off our pubes simply because society, the beauty industry, or our partner expects or requests of us," she told news.com.au.
The bush is back.