In just over a century attitudes to women's body hair have changed dramatically.
In 1915, Gillette launched the first mass razor brand targeted to women, Milady Décolleté, as part of the "First Great Anti-Underarm Hair campaign" designed to help women remove their 'embarrassing' problem.
Fast forward and female body hair removal is still the norm, as Mintel revealed 95% of under 25s remove underarm hair and 92% shave their legs, but the conversation is slowly changing.
From Julia Roberts' red carpet moment in 1999 to Fenty Beauty ambassador Amandla Stenberg shunning the shave, body hair is starting to make a regular appearance in popular culture.
Now a new wave of indie personal care brand founders are putting choice at the heart of their campaigns, including Sphynx's Leila Kashani (right).
Here the former toy creator talks to Cosmetics Business about breaking into beauty and her plans to shake up the personal care category.
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