We said goodbye to the judgement and flipped the stereotype on its head
For over 100 years women have been told they need to have the perfect underarm. Smooth. Flawless. Blemish-free. In fact, Dove Deo conducted a study and discovered 88% of women feel pressure to have the ‘ideal’ underarm.
We wanted to challenge the ideal of the ‘perfect underarm’ and help women feel confident and uninhibited, however their underarms are. We wanted to shift the stereotype out in society and, basically, spark a social media shit-storm.
Who knew armpits could cause such a fuss?