Kiehl’s has launched a bold new campaign—”Pubic Display Type” which is designed to celebrate body positivity and highlights the brand’s intimate care products.
The campaign includes a first-of-its-kind font, crafted entirely from human pubic hair in a creative response to censorship and an unapologetic celebration of self-care for all skin, including intimate areas.
When Kiehl’s launched its intimate care collection, its accompanying campaign showcased authentic imagery of models with visible pubic hair, challenging conventional beauty standards.
While this campaign sparked conversations, some visuals were censored in select store windows. This inspired the “Pubic Display Type” campaign.
Kiehl’s Global Brand President Jon Sáenz, commented,
“As trusted skincare experts since 1851, Kiehl’s understands that all skin deserves respect and care, including our intimate areas. 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imagery underscores our commitment to honest conversations about body hair, and our private parts, and challenging outdated societal taboos.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.”
Kiehl’s intimate care collection launched in 2024 and included Ingrown Hair & Tone Corrective Drops and Over & Under Cream-to-Powder Body Deodorant. Both products were formulated to address common concerns such as ingrown hairs and irritation while supporting all skin types and tones.
This new campaign features three images with bold headlines formed entirely from pubic hair:
“Pubic hair don’t care.”
“Our photos of models with pubic hair were censored, so we removed the models.”
“Apologies, we won’t show pubic hair ever again.”
The visuals are shared across the brand’s digital platforms, bringing attention to the importance of embracing diversity and destigmatizing conversations about our bodies.
The campaign includes a first-of-its-kind font, crafted entirely from human pubic hair in a creative response to censorship and an unapologetic celebration of self-care for all skin, including intimate areas.
When Kiehl’s launched its intimate care collection, its accompanying campaign showcased authentic imagery of models with visible pubic hair, challenging conventional beauty standards.
While this campaign sparked conversations, some visuals were censored in select store windows. This inspired the “Pubic Display Type” campaign.
Kiehl’s Global Brand President Jon Sáenz, commented,
“As trusted skincare experts since 1851, Kiehl’s understands that all skin deserves respect and care, including our intimate areas. 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.”
Kiehl’s intimate care collection launched in 2024 and included Ingrown Hair & Tone Corrective Drops and Over & Under Cream-to-Powder Body Deodorant. Both products were formulated to address common concerns such as ingrown hairs and irritation while supporting all skin types and tones.
This new campaign features three images with bold headlines formed entirely from pubic hair:
“Pubic hair don’t care.”
“Our photos of models with pubic hair were censored, so we removed the models.”
“Apologies, we won’t show pubic hair ever again.”
The visuals are shared across the brand’s digital platforms, bringing attention to the importance of embracing diversity and destigmatizing conversations about our bodies.
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