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(Jeremy Koreski/The New York Times)

‘Au naturel’

Nearly 1 in 4 female millennials no longer shave their armpit hair, research shows

By WITW Staff on May 19, 2017

Female armpit hair is back — and it might be here to stay. According to recent figures from research group Mintel, the percentage of women aged 16 to 24 who shaved their armpit hair has declined from 95 percent in 2013 to just 77 percent in 2016. Leg shaving is on the decline as well — 92 percent of women shaved their legs in 2013, but by 2016 those numbers had decreased to 85 percent. The Mintel figures are supported by numbers from the shaving and hair removal industry, which saw sales drop by five percent between 2015 and 2016.

“Clean eating is behind some of those changes. They’re worried about causing irritation from their skin because of these products. We can also see that they’re doing other things instead — so 29 percent say they’re adding steps to their skincare routine,” explained Roshida Khanom, Mintel’s associate director in beauty and personal care. “There’s also some pushing back against societal expectations of what women should look like.”

Men, meanwhile, appear to be increasingly preoccupied with maintaining their appearance. The menswear market grew by 2.8 percent the past year, while sales of women’s clothes grew by only 1.3 percent. In 2015, only 44 percent of men between 16 and 24 said they used hair conditioner. According to the most recent figures, 70 percent of young men now use it.

Read the full story at The Telegraph.


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