the bush era is back
A Bare-All Confession
There’s a moment, mid-Brazilian, when the waxer rips the strip off, and you think to yourself: What the hell am I doing here? Your legs are splayed, hot wax is hardening in places no one warns you about in sex ed, and you’re silently praying that the next pull is the last.
And for what? To be “smooth”? To feel “clean”? Or is it really just to live up to the unspoken standard we’ve all absorbed: that hairless = desirable?
Here’s the thing: the Brazilian wax, the laser treatments, the razors—all of it isn’t just about aesthetics. When you start unpacking it, you realize it’s about something much darker: the normalization of infantilized sexuality.
A Brief History of the Brazilian Wax
In the early 1990s, the J Sisters salon in Manhattan introduced the Brazilian wax to New York, popularizing a trend that removed all pubic hair except for a decorative strip or shape at the front. It became even more mainstream thanks to pop culture moments like Sex and the City, where Carrie Bradshaw’s waxing misadventures made the practice seem glamorous and modern.
Around the same time, Brazilian supermodels like Gisele Bündchen dominated the fashion scene, bringing an “exotic” aesthetic to the forefront of beauty standards. Their confidence and polished looks reinforced the idea that being hairless was tied to femininity, sexuality, and desirability.
The Hairless Ideal, The Lolita Effect, and Its Uncomfortable Implications
Let’s be honest: the hairless pubis didn’t come from some ancient beauty ritual. It’s a trend that exploded alongside the rise of porn and its hyper-sanitized, airbrushed depictions of women’s bodies. Somewhere along the line, we all collectively decided that adult women shouldn’t look like adult women anymore.
Instead, we’re chasing this ideal that aligns uncomfortably close to a prepubescent aesthetic. No hair, no lines, no “imperfections.” Just smooth, shiny, and, frankly, unnatural.
This ties directly into what Dr. Gigi Durham calls The Lolita Effect, a term that describes the way mainstream media and culture sexualize young girls while simultaneously holding women to infantilized beauty standards. In her book of the same name, Durham breaks down how society equates youth with desirability, encouraging women to chase an aesthetic that blurs the line between sexual maturity and childlike innocence.
Actor Daniel Radcliffe even weighed in on this, calling full Brazilians “creepy,” pointing out the discomfort many people feel with the aesthetic’s association with youth and innocence.
Critics have argued that the hairless ideal contributes to the sexual objectification of women and reinforces infantilized beauty standards. Pubic hair is one of the most obvious markers of adulthood, and stripping it away erases those signs of maturity and autonomy. The Lolita Effect suggests that by pushing women toward childlike beauty standards, society subtly reinforces power imbalances—keeping women in a perpetual state of submission while upholding male dominance.
Racial and Cultural Perspectives on Pubic Hair Removal
It’s important to recognize that attitudes toward pubic hair and grooming practices vary significantly across different cultures and racial groups. In Western societies, studies have shown variations in grooming practices among different racial groups. Research indicates that while a majority of women engage in some form of pubic hair grooming, the methods and motivations can differ. For example, Hispanic women are more likely to use waxing as their preferred grooming method compared to Black and White women. Additionally, White and Black women tend to initiate grooming at a younger age than Hispanic women.
These differences highlight the complex interplay between cultural norms, personal preferences, and societal pressures. While some women may choose to remove pubic hair for personal or aesthetic reasons, it’s essential to consider how cultural background and societal expectations influence these decisions.
Gender Differences and the Brazilian Wax
The Brazilian wax has traditionally been marketed toward women, reinforcing specific beauty standards related to femininity and sexuality. However, there’s a growing trend of men engaging in similar grooming practices, often referred to as "manscaping." Despite this, societal expectations differ: while women are often pressured to maintain hairless bodies, men’s body hair can be celebrated as a sign of masculinity.
The process of waxing can also differ between genders due to anatomical and hair growth differences. Men’s hair tends to be thicker and more resistant, requiring a different approach during waxing. Additionally, the areas being waxed and the techniques used can vary, with some estheticians noting that waxing male genitalia involves unique challenges compared to female clients.
These gender-based differences in grooming practices underscore the broader societal norms and expectations placed upon individuals, often rooted in traditional concepts of masculinity and femininity.
Personal Choice or Societal Pressure?
Sure, you can argue that it’s a “personal choice.” Plenty of women say, “I do it for me!” And hey, maybe you do. But personal choices don’t happen in a vacuum. They happen in a society that teaches us from day one that our bodies aren’t good enough as they are.
Why are we so uncomfortable with body hair? Why do we equate “clean” with “hairless”? Why do we spend time, money, and pain chasing a standard that, let’s face it, was never really ours to begin with?
The late 1990s and early 2000s saw Brazilian waxes marketed as empowering—a way for women to take control of their bodies. But when you strip away the glossy messaging, it’s hard to ignore the societal pressures at play.
And let’s not forget: the trend is overwhelmingly pushed on women, not men. While women are expected to maintain silky-smooth bikini lines, men’s body hair is often celebrated as rugged and masculine. The double standard is glaring.
The Takeaway
Look, I’m not here to shame anyone for their choices. If you feel your best when you’re freshly waxed, go for it. But let’s not pretend this standard exists in a bubble. Let’s call it what it is: a beauty ideal steeped in control, submission, and a lingering discomfort with women’s full, messy, adult selves.
So, the next time you’re staring down a tub of hot wax, just ask yourself: Am I doing this for me—or for the patriarchy?
Sources
Prevalence and correlates of pubic hair grooming among low-income Hispanic, Black, and White women
The Infantilization of Women and Pedophilic Beauty Standards in Western Culture
YouTube Video - Gender Identity, Brazilian Waxing, and Amazon River Dolphins
#BUSH2025
I feel like I'm in the minority here because I never cared if someone had a bush or not. 🤷
Maybe I was just focused on the fucking.