Viral shave brand Billie is calling for the return of ‘koala ears’ to Aussie beaches as it launches its curated assortment of innovative and affordable hair removal products down under.

Known for celebrating individuality over conformity to arbitrary beauty norms, Billie was the first women’s shave brand to show body hair in their advertising and has continued to progressively challenge the category by giving power back to women to choose how, if, and when they remove body hair.

“Billie is on a mission to champion womankind, and I’m so excited to finally launch on my own turf,” said fellow Aussie and Co-Founder of Billie, Georgina Gooley.

“As a brand, we take aim at the societal expectations that dictate how we show up, how we express ourselves, and how we define ourselves. We’re questioning the systemic narratives that tell us to be quiet, wait our turn, ‘look a certain way,’ and smile more.”

Billie is launching into the Australian market with a portfolio of fan favourites, all of which are dermatologist tested for all skin types including sensitive skin. The range is available at Woolworths, Big W and Chemist Warehouse, and online at Amazon, and comprises:

• Razor Starter Kit
• Refill Blades
• 3-Blade Disposable Razors
• Whipped Shave Cream
• Dermaplane Kit.

To celebrate the launch, Billie is calling for the return of “koala ears” to Aussie beaches. The colloquial term describes the thick tufts of hair protruding from the pubic area, particularly around the legs.  

“We’re not asking for permission on how to exist in our natural state anymore,” said campaign spokesperson, Abbie Chatfield.

“We’re redefining the ways in which we can show up in the world. Confidence isn’t about conformity – it’s about freedom to choose what’s right for you, not what makes others comfortable.”

Research commissioned by Billie reveals only one in four Australian women feel fully empowered in making their own authentic choices about removing body hair, and more than half of women would prefer to support a brand that encourages personal choice around shaving, rather than a ‘must do’.