Kim Kardashian's underwear brand Skims has sparked controversy with the launch of a faux pubic hair thong, priced at £34, which sold out within a day. The product, named 'Ultimate Bush', features a triangle of synthetic hair designed to mimic natural pubic hair, available in 12 colour and texture combinations. A promotional video, styled as a 1970s gameshow called 'Does the carpet match the drapes?', accompanied the release.
The launch comes amid what some observers have described as a growing cultural revival of pubic hair. High-fashion signals include Margiela's 2024 haute couture collection, which celebrated the merkin, and a Kiehl's campaign that used real pubic hair. Online, a TikTok trend called 'full bush in a bikini' has gained traction, with women praising natural grooming choices and criticising removal for its ingrown hairs, razor burns, and perceived alignment with the male gaze. One popular TikTok user, known as President Bush, offers 'bush aura' readings, speculating on celebrities' hairstyles based on their perceived confidence and independence.
However, in a comment piece for the Guardian, freelance writer Coco Khan argues that the Skims product is not a victory for bodily autonomy but rather 'more of the same from a beauty industry that has mastered selling us back an ersatz version of our own nature for enormous profit.' She notes that the thong presents pubic hair as a neat, symmetrical accessory, undermining the natural, unrully essence of the trend.
Statistics cited in the article suggest more than 80% of women groom their pubic hair, making it one of the most common beauty treatments. Khan laments that the 'Ultimate Bush' may derail a potential return to more natural grooming habits, particularly amid a cost-of-living crisis and time pressures. She suggests that Kardashian, whose image has become a global beauty standard, could have embraced the trend by simply letting her own hair grow free, but instead the product commodifies the very idea.
The author concludes by expressing hope that Kardashian might one day lead a reversal away from cosmetic procedures and toward a more natural aesthetic, but she remains doubtful. The 'Ultimate Bush' thong, meanwhile, continues to be a sold-out success, leaving the internet to question exactly who it is intended for.
