The Brazilian Wax: New Hairlessness Norm for Women?

Abstract

In the past few years, the Brazilian bikini wax—a procedure involving the removal of hair from women's genital area—has become the subject of substantial media attention. From HBO's Sex and the City to popular magazines and in several Web sites, the Brazilian wax has been described as the latest craze among Hollywood stars. This article explores the Brazilian wax practice from a feminist perspective. Like the removal of hair from other body parts, the Brazilian wax is being promoted by consumer capitalism—particularly through beauty salons, popular magazines, and Web sites—as a way for women to increase their attractiveness and sexuality. Notably absent from media coverage are critical views of this practice and its potential repercussions, including its contribution to the sexual objectification of girls and women and to the social construction of women as childlike.