Kiehl’s New Intimate Care Campaign Praises Pubic Hair

Kiehl’s is continuing to champion inclusivity and body positivity with the launch of a new campaign introducing Pubic Display Type.

The first-of-its-kind font, crafted entirely from actual human pubic hair, is a creative response to censorship and an unapologetic celebration of self-care for all skin, including intimate areas, says the brand.

In 2024, Kiehl’s expanded its skincare expertise to the intimate care category to address the unique needs of sensitive areas. The launch included Ingrown Hair & Tone Corrective Drops and Over & Under Cream-to-Powder Body Deodorant, formulated to address common concerns such as ingrown hairs and irritation while supporting all skin types and tones.

As part of this launch, Kiehl’s unveiled a campaign showcasing authentic imagery of models with visible pubic hair, challenging conventional beauty standards. While the campaign sparked meaningful conversations, some visuals were censored in select store windows. Kiehl’s responded with creativity and conviction, turning the challenge into an opportunity to amplify its message.

No Hairy Situations Here

On January 22, Kiehl’s introduced the following three visuals featuring bold headlines formed entirely from pubic hair:

• “Our photos of models with pubic hair were censored, so we removed the models.”
• “Pubic hair don’t care.”
• “Apologies, we won’t show pubic hair ever again.”

The visuals, shared across the brand’s digital platforms, bring attention to the importance of embracing diversity and destigmatizing conversations about our bodies.