The supposed body positivity campaign for its new intimate skincare launch was met with criticism for showing real pubic hair.
As Kiehl's continues to achieve its main goal of "taking care of all skin from head to toe — including those areas with pubic hair," the skincare brand expanded with its intimate care products.
Last year, some of the products it released were: (1) Ingrown Hair & Tone Corrective Drops and; (2) Over & Under Cream-to-Powder Body Deodorant, which was formulated to address ingrown hairs and irritation from sensitive areas that are suitable for all skin types.
As part of its promotion, the brand rolled out a campaign where the model was filmed from a low-angle view and her actual pubic hair was showing.
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Kiehl's initial motive was to spread inclusivity and body positivity by challenging the conventional beauty standard.
However, it met criticism from conservative and traditional shoppers which led to the ads to be eventually taken down from some of its stores' windows.
On January 23, Kiehl's then had its witty comeback to critics by introducing its Pubic Hair Type, its first-of-a-kind font crafted using real pubic hair.
On the same day, it also released three bold statements on different posters.
"Our photos of models with public hair were censored so we removed the models," wrote the brand.
"Pubic hair don't care."
"Apologies we won't show pubic hair ever again," added the brand, whilst using its pubic hair font type.
While some still tilted their heads, a lot of beauty lovers lauded the brand for doing the campaign.
"This is such an iconic move!" wrote a netter.
"That's right. Women have hair, too. If it was a man's hair I don't think they would've cared," added another netizen.
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