Beauty trends change like the wind – as do body ideals, hair styles and fashion. However, one thing seems to go round in circles, and that’s pubic hair. Over the years we’ve seen women (and men) subjected to all kinds of nether region maintenance advice, but none seem to stick.

It does, after all, come down to personal preference. While plenty of people opt for a smooth finish, often paying a great deal of money to wax or lazer off every last hair, some warmly embrace the full ‘80s bush. The latter is a club that includes several household names too.

Rumour has it Emma Watson, Amber Rose and Seth Rogen all prefer a fuller finish. Rose, for one, started a #bringbackthebush revolution in 2017 to promote her third annual SlutWalk. She posted a bush-forward photo on Instagram and encouraged her fans to, ‘Post your version of my picture and hashtag #AmberRoseChallenge behalf of feminism, body positivity and not conforming to society norms of how we should live, what we should wear and where we should shave.’

Meanwhile, Solange Knowles once called Brazilian waxes – where all but a ‘landing strip’ is removed – an unnecessary ‘evil’. She once tweeted, ‘Whoever invented the bikini wax was an evil creature. Who said bushes need to be gone?’. Gwyneth Paltrow, famed for her comfortable relationship with sex, nudity and, of course, vagina candles, once described her situation as more of a ‘70s vibe’, asking, ‘You know what I mean?’

Harry Potter star Watson also once revealed in passing that she does not shave her pubes. Speaking about Fur Oil in an interview with Into The Gloss, she said, ‘I’ll use that anywhere from the ends of my hair to my eyebrows to my pubic hair. It’s an amazing all-purpose product.’

It’s not just women either, of course, Rogen has described ‘manscaping’ as a ‘lifelong battle’. Adding, ‘I used to trim them, and they would grow back thicker, so where I’m at now with it is I let them grow out then I put them in a bun.’

Other stars, like Rose, make no secret of their healthy relationship with their body hair. In fact, one chapter in Cameron Diaz’s book, The Body Book, is dedicated to the subject. Titled ‘In Praise of Pubes,’ Diaz asks, ‘Just like every other part of your body, your labia major is not immune to gravity. Do you really want a hairless vagina for the rest of your life?’

It’s an interesting question. As we said before, a lot of these societal pressures and cultural preferences change with time. The decision to lazer off your hair entirely is a bold one – and one you can’t turn back on. As Rachel McAdams once said: ‘I’m going to give you the advice [my mother gave]: “Once you start, you can never stop.” And I remember rolling my eyes about that and thinking: “Ugh, that’s not the fun answer.” But it’s so true. Life is long, shaving is intense. But if you’re going to go ahead with it anyway, watch the ankle bones, the shins… Always have shaving cream.’ She then added, ‘And if you want to stop shaving again one day, that’s okay too.’

Model and actress Emily Ratajkowski is another fierce advocate for women’s right to do what they want. ‘For me, body hair is another opportunity for women to exercise their ability to choose,’ she wrote in an essay on femininity for Harper’s Bazaar. ‘A choice based on how they want to feel and their associations with having or not having body hair.’

‘I tend to like to shave,’ she continued, ‘but sometimes letting my body hair grow out is what makes me feel sexy. And there is no right answer, no choice that makes me more or less of a feminist, or even a “bad feminist”, to borrow from Roxane Gay.’

In 2017 (clearly a big year for the bush), model Ashely Graham publicly championed body hair too. ‘Honey, I have a full bush,’ she proudly told Glamour. ‘Period. It’s about your preference and your partner’s preference.’ She later revealed she hadn’t shaved her legs, her bikini line or her armpits since her third trimester with her son Isaac, ‘and I don’t care,’ she added.

Like clockwork, 2025 seems to be another proud year for the full bush. So much so that ‘full bush in a bikini’ became a trending phrase on TikTok at the start of the year. It kicked off with a video by artist Sujindah, which was viewed more than 14 million times, where she repeated the phrase several times. Since then, the bush has done nothing but thrive.

If last year saw Parisian couture house Maison Margiela go viral for sending models down the runway with faux pubes for the spring show, who knows what full bush summer has in store. As Sujindah said herself, ‘I’ve always adored the inclusion of pubes in high fashion and photographs I grew up seeing on Tumblr, so I found it also very artistically inspiring.’

Time to start packing faux pubes for your next beach holiday? Or simply embracing the set you already have? It certainly sounds like it.