Billie, the subscription service for women’s razors, has already made its egalitarian attitude known by combating the ‘pink tax’ on female beauty products. With Project Body Hair, it’s showing genuinely hirsute women shaving themselves smooth in an attempt to overhaul entrenched beauty ideals.

The beauty sector has evolved from an aspirational pursuit of perfection, to celebrating uniqueness and encompassing health and wellness. But as Gen Zers expect the products they buy to align with their values, beauty brands are having to go deeper below the surface to engage them.

For years, shaving legs and armpits has been an established part of women’s beauty regimens – and one that ramps up during the summer months. But as traditional gender stereotypes break down, nearly one in four young Gen Y and Gen Z women are going au naturel.

Research by Harry’s and UCL found that men value their mental health more than their physical health, yet conversation around masculinity still perpetuates outdated stereotypes. In a bid to shed light on what it truly means to be a man, Harry's is speaking up for modern day masculinity.