Grooming brands are redefining body positivity in 2025

Wilkinson Sword's 'Any Hair, Anywhere' campaign typifies a ‘body positive’ aesthetic that’s dominating the grooming and hygiene industry.

Wilkinson Sword has launched ‘Any Hair, Anywhere’, created by Pablo London, and the campaign sits very much in a paradigm many brands are embracing, namely: aiming to challenge traditional norms around women's body hair maintenance and promote a more honest and inclusive approach to grooming.

Positioning positivity

The campaign introduces a new brand platform that embraces the reality of women's body hair maintenance. It acknowledges that hair grows everywhere on a woman's body and aims to make any hair-care choice feel simpler and more positive.

Its visuals and tone of voice take a bluntly honest tone as it moves away from portraying shaving as a spa-like moment and instead focuses on the practical aspects of self-maintenance.

Directed by Marielle Heller, the launch film portrays women's relationships with body hair, set to music produced by Noah Sacre and sung by UK artist Ruti. It showcases the messy, sometimes amusing reality of hair growth and maintenance.

The campaign is manifested in various formats, including TV commercials, outdoor advertisements, social media, and digital activity. The new brand design system features imagery of real women's bodies and hair, photographed by Ashley Armitage.

Preening precedents

There’s been a notable spate of recent grooming campaigns which generally fall under descriptors like: bold, honest, unapologetic, diverse and humorous.

Dove, of course, was a great champion of this sort of approach, with its 'Real Beauty' campaign featuring women of various ages, sizes, and ethnicities, promoting the message that all bodies are beautiful.

However, more recently, the ante has been upped somewhat with unrelenting close ups, high octane camera work and a more in-your-face unabashedness.

Sure’s FOBO ad is a case in point. Shot in a style akin to Benny Benassi’s ‘Satisfaction’ video, the advert sticks in the brain long after it's ended.

And let’s not forget this empowering, upbeat effort from Bodyform.