Women on TikTok are leading a positive movement about pubic hair after an Etsy shopper’s swimsuit review went viral online.
Since it was published on the e-commerce website, it has become a statement for women rebelling against long-held beauty standards, including waxing or trimming their hair.
The madness began when the TikTok influencer, who goes by @sujindah, shared how she had been “radicalized” by a bikini review that included a photo of a woman “who had a full bush” peeking out of the bottom.
‘Yes, that’s how it should be. “This is how it should be,” she continued, prompting a flood of comments from women who expressed their overwhelming approval of the body hair trend.
“I can safely say that people have told me that my bush shows the sides of my bikini and my response has always been ‘why are you looking?'” one user responded.
Another said: ‘I feel very seen right now. My aunt literally just said she would pay me to shave before I went on my first cruise and I was thinking about it, but now? Complete shipping, I’ll shave everything but
One woman said deciding not to shave was the “most liberating feeling in the world,” while another added that she had been “overgrown in a bikini for years” before the Etsy overhaul opened the floodgates for pro-hair posts. pubic on TikTok.
“Me since 2019. I will never go back,” one comment read.
The madness began when the TikTok influencer, who goes by @sujindah, shared how she had been “radicalized” by the review that included a photo of a woman “who had a full bush” peeking out from under her bikini.
Since it was published on the e-commerce website, it has become a statement for women rebelling against long-held beauty standards, such as waxing or trimming their bushes.
The viral clip, which has over 13 million views as of this writing, ignited what is perhaps the first body positivity trend of 2025 on TikTok, with many others sharing similar videos celebrating the arrival of the ‘ complete forest in a bikini’.
“Can 2025 be the year of the bush because it’s so hard to maintain a pruning routine?” added another.
Some expressed surprise that going “crazy” was even an “option,” with one user writing: “I thought I wasn’t allowed to wear a bikini because I don’t shave.”
The viral clip, which has over 13 million views as of this writing, ignited what is perhaps the first body positivity trend on TikTok of 2025, with many others sharing similar videos celebrating the arrival of the ‘ full bust in bikini’.
Creator @lanadeldrain333 declared that “the bush is a great accessory,” while @meenathestallion called on women to turn “the full bikini bush… into everything in its entirety by 2025” and reject conventional beauty standards to those to which women have been subjected.
Another creator @paripeach said she was “so excited” to see a new generation of women grow up without the pressure of these social norms, writing: “When asked how they became radicalized, they’ll probably say something like ‘full bush in a bikini.'” .’
The pro-fuzz discourse sparked by @sujidah’s TikTok later spread to platforms like Reddit, where millennial women celebrated “how far we’ve come as a society” while remembering the “embarrassing ads” for razors they saw growing up. .
One user also highlighted an innuendo-filled promotional campaign from British brand Wilkinson Sword that launched 15 years ago and urged women to “mow the grass.”
For example, one verse from the jingle read: “The tool shed is equipped, my flower is cut.”
The pro-fuzz discourse sparked by @sujidah’s TikTok later spread to platforms like Reddit, where millennial women celebrated “how far we’ve come as a society” while remembering the “embarrassing ads” for razors they saw growing up.
“Never feel messy, just fix your Aphrodite.”
Although several people agreed with @sujidah’s original post, not everyone shared her views on body hair.
One woman said: ‘I personally can’t STAND this but I don’t think twice when I see someone else sporting it. Rock on my girl
Another revealed that she has been “shaving her entire body every day since she was 14” because she hates the “feeling of pubic hair and body hair in general.”
While some suggested they felt not shaving was “unhygienic”, others were quick to dismiss what is one of the most common misconceptions about pubic hair.
According to Healthline, pubic hair actually helps protect the genital area from bacteria and other pathogens.
While Etsy’s seemingly innocuous review has taken the internet by storm in 2025, this isn’t the first time women have hit back at the idea that you have to be “hairless to wear a bikini.”
In June 2023, two Australian women, Sarah Puhto and Bella Davis, caused a stir online when they proudly posed in skimpy swimsuits with their natural hairlines on full display to make their point.
While Etsy’s seemingly harmless overhaul took the internet by storm in 2025, this isn’t the first time women have pushed back against the idea that you have to be “hairless to wear a bikini.”
‘It is your personal choice to shave, wax or grow your body hair. There is no wrong look for your body,’ Sarah declared in the now-viral post.
‘You don’t owe anyone a smooth body, without bumps and without hair! “Don’t let body hair or razor marks stop you from wearing a bikini, being intimate or creating precious memories,” she said.
Her friend Bella agreed and admitted that she used to think pubic hair was dirty and something to be ashamed of.
‘Now I know that it is normal, natural and human.
“You don’t have to be bald to wear a bikini,” he said.