Youswim reclaims body hair in bold ‘Going Bush, Going Beach’ summer campaign and giveaway

This summer, plastic-negative swimwear brand Youswim is challenging Australia’s outdated beauty standards with its bold new campaign ‘Going Bush, Going Beach’. Through striking posters in Melbourne and Sydney, featuring a model in a Youswim bikini proudly displaying their body hair, the campaign aims to reclaim what it means to be beach-ready: no razors, wax strips, or lasers required.

To amplify the message, Youswim is giving free bikinis to the first 100 followers or customers who post photos of themselves in swimwear, showing their body hair. The initiative aims to normalise body hair on social media and encourage Australians to embrace their natural selves.

“Body hair isn’t controversial—it’s natural,” says Youswim Co-founder Elise Wallbank. “We want to dismantle the notion that you’re not ready for the beach unless you’re hairless. Whether you groom it, grow it, or shave it, the choice is yours.”

Body hair stigma remains deeply ingrained in Australian culture. A 2023 study found 83% of young women prefer complete pubic hair removal, associating it with confidence. Youswim’s campaign seeks to spark a shift, redefining these ideals and promoting authenticity.

“We’re constantly bombarded by airbrushed, hairless images that distort self-worth, especially for young people,” adds Wallbank. “This campaign is about embracing imperfection and celebrating individuality.”