Gen Z go wild over new ‘hairy’ TikTok trend as young women claim they’ve been ‘radicalised’ by an Etsy review for swimwear

Women on TikTok are leading a movement for pubic hair positivity after an Etsy shopper’s review of swimwear went viral online.

Since it was posted on the e-commerce website, it has become an affirmation for women rebelling against age-old beauty standards, including waxing or bush pruning.

The craze started when the TikTok influencer, who goes by the name @sujindah, shared how she was “radicalized” by the review of a bikini that featured a photo of a woman “with a full bush” peeking out of her pants.

“Like yeah, that’s how it should be. This is how it should be,” she continued, prompting a flood of responses from women expressing their overwhelming approval for the body hair trend.

“I can confidently say that people have told me that my bush is showing through the sides of my bikini and my response has always been, ‘Why are you looking?'” one user replied.

Another said: ‘I feel so seen now. My aunt literally said she would pay me to shave before I went on my first cruise and I thought about it, but now? Full steering, I’m going to shave everything except’

One woman said deciding not to shave was the “most liberating feeling in the world,” while another added that she had been “in a bikini for years” before the Etsy review opened the floodgates to pro-pubic hair posts on TikTok.

“Me since 2019. I’m never going back,” read one comment.

Since it was posted on the e-commerce website, it has become an affirmation for women rebelling against age-old beauty standards, including waxing or bush pruning.

The viral clip, which has been viewed more than 13 million times at the time of writing, has sparked perhaps the first body positivity trend of 2025 on TikTok – with many others sharing similar videos celebrating the arrival of the ‘ full bush in a bikini’ move.

‘Could 2025 be the year of the bush as it is so difficult to maintain a pruning routine,’ added another.

Some expressed surprise that going ‘full bush’ was even an ‘option’, with one user writing: ‘I thought I was just not allowed to wear a bikini because I don’t shave.’

The viral clip, which has been viewed more than 13 million times at the time of writing, has sparked perhaps the first body positivity trend of 2025 on TikTok – with many others sharing similar videos celebrating the arrival of the ‘ full bush in a bikini’ move.

Creator @lanadeldrain333 declared that ‘the bush is a great accessory’, while @meenathestallion called on women to make ‘a full bush in a bikini… everything by 2025’ and reject the conventional beauty standards to which women have been subjected.

Another creator @paripeach said she was “so excited” to see a new generation of women growing up without the pressure of these societal norms, writing: “If you’re asked how they got radicalized, they’ll probably say something like ‘full bush in a bikini”.’

The pro-fuzz discourse sparked by @sujidah’s TikTok later spread to platforms like Reddit, where millennial women celebrated “how far we’ve come as a society” while recalling the “cringy ads” for razors that they looked at.

One user also highlighted an innuendo-filled promotional campaign from British brand Wilkinson Sword that was released 15 years ago – urging women to ‘mow the lawn’.

For example, one verse of the jingle read: “Tool shed is equipped, my flower is cut.

The pro-fuzz discourse sparked by @sujidah’s TikTok later spread to platforms like Reddit, where millennial women celebrated “how far we’ve come as a society” while recalling the “cringy ads” for razors that they looked at

‘Never feel sloppy, just beautify your Aphrodite’.

While several people agreed with @sujidah’s original post, not everyone shared her thoughts on body hair.

One woman said: ‘I personally can’t stand this, but I don’t think twice about it when I see someone else swinging. Rock on my girl’

Another revealed that she has “shaved my entire body every day since I was 14” because she hates “the feeling of pubic hair and body hair in general.”

While some suggested that they feel like not shaving is “unsanitary,” others were quick to dismiss one of the most common misconceptions about pubic hair.

According to Healthline, pubic hair actually helps protect the genital area from bacteria and other pathogens.

Although the seemingly innocuous Etsy review took the internet by storm in 2025, this isn’t the first time women have railed against the idea that you have to be “hairless to wear a bikini.”

In June 2023, two Australian women – Sarah Puhto and Bella Davis – caused a stir online when they proudly posed in tiny swimsuits that showed off their natural hairlines to make their point.

Although the seemingly innocuous Etsy review took the internet by storm in 2025, this isn’t the first time women have pushed back against the idea that you have to be “hairless” to wear a bikini.

‘It is your personal choice whether to shave, wax or grow your body hair. There is no wrong way for your body to look,” Sarah stated in the now-viral post.

‘You don’t owe anyone a smooth, bump-free, hairless body! Don’t let your body hair or razor bumps keep you from wearing the bikini, being intimate or making precious memories,” she said.

Her friend Bella agreed – and admitted she always thought pubic hair was gross and something to be ashamed of.

‘Now I know it’s normal, natural and human.

“You don’t have to be hairless to wear a bikini,” she said.