Whether you love it, hate it, remove it or celebrate it, we think it’s fair to say that our relationship with our body hair is, well… personal.

From the embarrassment of PE changing rooms to hideous waxing experiences (everybody has one), to more celebrities choosing to celebrate their au naturel armpits, the subject of body hair continues to push boundaries and spark debate. Whether that’s in the media, as a societal movement or, possibly, within our own journey towards self-acceptance.

That’s why Stylist partnered with hair removal brand Veet to find out more how women* are feeling about their body hair in 2023. Together with Veet, we wanted this study to help more women see their body hair choices as an accepted expression of their own identity, and support women who choose to remove it with superior solutions to get the best results when doing so.

Here’s what we found out…

Unsurprisingly, 98% of women said they have removed their body hair at some point, and nearly all currently removed some or all of it, particularly from the underarm, leg and pubic areas.​ Reasons for removal varied: 66% removed underarm hair ‘to feel more hygenic’, while 74% removed their leg hair and 73% their pubic hair, to feel ‘more groomed and put together’.

Most women preferred to remove their body hair at home (91% removed leg and underarm hair by themselves rather than at a salon) which suggests that hair removal, in some form, is an important part of our grooming routine. Also, the world of home hair removal is having a bit of a moment thanks to new, innovative products that allow more freedom in terms of skin type, and the areas we want to remove hair from.

For example, the recently launched Veet Expert – the brand’s most effective hair removal range to date – offers targeted solutions to help create a simple routine that delivers great results, while still being kind to skin. Great news for those who want an elevated hair removal experience without having to visit the salon.

“I’m a runner so I remove my body hair to prevent any painful rubbing and chafing,” says Marta**, 37. “I’m less bothered about my pubic region, but definitely like the feeling of smooth skin on my legs and underarms.

She adds: “For me, I regard hair removal as just part of my home care regime, rather than something I should be doing. And I would still always remove hair from my pubic area before going on holiday. It just makes me feel more comfortable overall.”

Despite body hair becoming more visible – for example, celebrities including Amandla Stenberg, Miley Cyrus and Rachel McAdams have all allowed themselves to be photographed with au naturel armpits – 63% of the women we spoke to actively dislike their body hair.

Reasons for this included everything from overall maintenance to feelings of self-consciousness about having hairy areas on show.

A quarter of those surveyed also thought their feelings towards their body hair impacts their relationships with others. This attitude peaks amongst a younger audience, those aged 20-34. 

62% remove their arm hair and 30% remove facial hair to avoid unwanted comments from others, while 30% remove hair from their pubic area for a partner. 

Inclusivity is also an issue, with over half of women from ethnic minority groups feeling like their body hair is not represented in the media.

While this might make uneasy reading for women who hate feeling influenced by institutionalised or cultural beauty ideals – and ones that have obviously influenced us from adolescence – the landscape is starting to change.

15% of the women we surveyed felt empowered by their body hair and 59% agreed that expectations around body hair have changed. 50% of women stated that they feel more comfortable with their body hair than they used to be.

“As I enter my mid-20s, I feel I’m now constantly aware of how we’re conditioned as women to preen and alter our appearances for an agenda that’s not our own,” says Maddie, 26.

“As a mini act of rebellion, I’ve learnt to adapt my mindset and celebrate my body for what it is, and for what it can do for me. It’s not always easy, but I’ll wear a mini dress without obsessing over how my legs look. When I do choose to remove my body hair, I make it a relaxing, chuck-a-podcast on, self-care ritual so I know that I’m doing it for myself and no one else.”

One of the key things Stylist has taken from these findings is that while there are still barriers preventing women from fully embracing their body hair, the conversation is becoming more focused on choice rather than what society demands of us.

The research found that many of us don’t remove our body hair as often as we used to, with nearly half of the women asked admitting that they don’t remove their leg, underarm and pubic hair as regularly. Many factors could be at play here, including rising living costs, lifestyle and the idea that (finally) women aren’t feeling the same pressure to be hairless all the time.

Plus, with hair removal becoming more elevated in terms of products – for example, the new Veet Expert Hair Removal Bikini Kit is the first of its kind to effectively remove hair from the entire pubic area – then even if we decide to keep some or all of our hair, having simple, effective options that can be used as and when we need them gives us more control overall.

“Until very recently, my body hair was a massive cause of concern for me,” says Shadé, 23. “As someone with very dark, coarse body hair, I’ve always opted to remove it – whether that’s by waxing, shaving, epilating, tweezing or sugaring. I think my obsession with hair removal started in secondary school because that was the cool thing to do – and PE changing rooms were brutal. But as I get older I’m much more comfortable with hair being on my body because that’s where it’s supposed to be.

“I still love to include hair removal as part of my pamper sessions or when I’m getting ready for a night out because it makes me feel confident. But, barring those occasions, I’m embracing my body hair and choosing to unlearn the myriad ways young women are taught to feel ashamed of their bodies.”

If you’re choosing to remove your body hair, use new Veet Expert to get superior results in the comfort of your own home. Shop the carousel below to find your perfect product…

*800 women surveyed

**Some names have been changed