Soon after I moved to London in my early 20s a decade ago, I realised Australia needed to grow up. I don’t just mean socially or culturally — I mean literally. Australia needs to grow some body hair.

Through years of running Youswim, the swimwear brand I co-founded, I’ve learned firsthand that when it comes to getting into a swimsuit, it’s not just their body size that people feel pressured by — it’s body shape, skin conditions, visible scarring, disability, and almost always body hair. All things that are a common part of life but very rarely seen in mainstream media.

A 2023 study by UNSW found that 83% of young women would prefer that their pubic hair was completely removed. The study concluded an association between pubic hair removal and increased self-confidence, specifically feelings of less embarrassment regarding genital appearances.

Growing up in Perth, I was surrounded by a culture of supposed physical perfectionism, unaware of how deeply ingrained it was in Australian culture until I moved to London. The contrast in attitudes was stark. With a more natural approach to body diversity, the city and the European beaches I visited on summer holidays offered a refreshing change. At the same time, there was a new wave of brands celebrating bodies in their purest form and embracing diversity and acceptance, which was liberating to be around.

Moving back to Australia recently, it was clear to me that our country still has an unhealthy fixation on physical ideals that go against the very cycle of life. Golden glowing skin, wrinkle-free foreheads, flat stomachs; the images we consume perpetuate a damaging obsession with supposed perfectionism. The fear of ageing, of imperfection — and particularly of body hair — is inescapable if you follow Australian fashion brands on social media. The pressure to conform to these standards harms everyone, distorting our self-worth and our body image. 

The evidence is clear in our Australian city streets, on our beaches, and in the data. The Butterfly Foundation recently reported that 60% of NSW teenagers said social media made them feel dissatisfied with their bodies, and almost half reported a high level of concern about their body image.

Fashion brands are powerful tastemakers, crafting the content we consume and influencing our unconscious preferences — and they have the responsibility to use their platforms to create positive change. They have the power to cast diverse models, create campaigns that celebrate our uniqueness, and show the world that beauty is not necessarily in the idealised sameness that we see on our magazine covers and billboards. We all have a duty to say no to being sold unnatural ideals and to instead uphold healthier ones like inclusivity, acceptance, and authenticity.

I hope the tide is changing in Australia as we come into another summer. I hope that in the future, “going bush” at the beach will not be considered controversial or shameful but natural. As a mother of a young daughter, I want this future for her—one where body hair has been normalised and she has full autonomy over whether she grooms it or grows it. 

Elise Wallbank is Co-founder and Creative Director of Youswim, an inclusive and responsible swimwear brand.