(MENAFN- PR Newswire)
In 2024, Kiehl's expanded its skincare expertise to the intimate care category to address the unique needs of sensitive areas. The launch included Ingrown Hair & Tone Corrective Drops and Over & Under Cream-to-Powder Body Deodorant, thoughtfully formulated to address common concerns such as ingrown hairs and irritation while supporting all skin types and tones.
As part of this launch, Kiehl's unveiled a bold campaign showcasing authentic imagery of models with visible pubic hair, challenging conventional beauty standards. While this groundbreaking campaign sparked meaningful conversations, some visuals were censored in select store windows. Kiehl's responded with creativity and conviction, turning the challenge into an opportunity to amplify its message.
"As trusted skincare experts since 1851, Kiehl's understands that all skin deserves respect and care, including our intimate areas," says Kiehl's Global Brand President Jon Sáenz. "Our response to the censorship of our Kiehl's Personals imagery underscores our commitment to honest conversations about body hair, and our private parts, and challenging outdated societal taboos. Pubic hair is a natural part of the human body, and there is no reason to feel uncomfortable with it. We believe in providing solutions for all skincare needs, without exception."
On January 22, 2025, Kiehl's introduced the three new striking visuals featuring bold headlines formed entirely from pubic hair:
"Our photos of models with pubic hair were censored, so we removed the models."
"Pubic hair don't care."
"Apologies, we won't show pubic hair ever again."
The visuals, shared across the brand's digital platforms, bring attention to the importance of embracing diversity and destigmatizing conversations about our bodies.
Kiehl's believes self-care has no boundaries, and no part of the body should be censored. The brand stands by the idea that every skin deserves care and respect-from head to toe, and everywhere in between.
For more information and to shop the Kiehl's intimate care collection, visit Kiehls.
Join the conversation on @Kiehls social channels and celebrate a world with nothing to hide.
About Kiehl's Since 1851
Kiehl's Since 1851, a L'Oréal USA brand, was founded as an old-world apothecary in New York's East Village neighborhood over 170 years ago. The brand's unique and extensive background represents a blend of cosmetic, pharmaceutical, herbal, and medicinal knowledge developed and advanced through the generations. Over the years, longtime customer favorite formulations such as Ultra Facial Cream, Creamy Eye Treatment with Avocado, Calendula Toner, and new formulations such as Better Screen UV serum, Rare Earth Deep Pore Clay Mask, Truly Targeted Acne Pimple Patch and Dermatologist Solutions have been created with uniquely efficacious, natural ingredients and the education and knowledge culled from generations of rigorous testing, research, and requests from customers.
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SOURCE Kiehl's Since 1851
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