Kiehl’s responds to intimate care ad censorship with ‘pubic hair’ font

By Julia Wray | Published: 24-Jan-2025

The font, crafted entirely from actual human pubic hair, follows censorship of an original campaign featuring models’ pubic hair

Skin care brand Kiehl's has launched a controversial new font in its marketing crafted from actual human pubic hair. 

The L’Oréal-owned brand said the font, called Pubic Display Type, was a creative response to recent advert censorship. 

The move follows the expansion of Kiehl's into the intimate care category in 2024. 

The dermatologist brand’s intimate care line-up includes Ingrown Hair & Tone Corrective Drops and Over & Under Cream-to-Powder Body Deodorant.

Products are said to be formulated to address common concerns like ingrown hairs and irritation while supporting all skin types and tones.

The launch’s promotional campaign depicted models with visible pubic hair as a way of challenging conventional beauty standards. 

According to Kiehl's, although the campaign sparked meaningful conversations, some visuals were censored in select store windows. 

The brand’s response claims to turn this challenge into an opportunity to amplify its message.

Kiehl’s Global Brand President Jon Sáenz commented: “As trusted skin care experts since 1851, Kiehl’s understands that all skin deserves respect and care, including our intimate areas. 

“Our response to the censorship of our Kiehl’s Personals imagery underscores our commitment to honest conversations about body hair and our private parts, and challenging outdated societal taboos. 

“Pubic hair is a natural part of the human body, and there is no reason to feel uncomfortable with it. 

“We believe in providing solutions for all skin care needs, without exception.”

Pubic Display Type features in three visuals declaring: ‘Our photos of models with pubic hair were censored, so we removed the models’; ‘Pubic hair don't care’ and ‘Apologies, we won't show pubic hair ever again’. 

These have been shared across the brand’s digital platforms, in a bid to destigmatise conversations about bodies.

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