A month-long movement to encourage women to ditch traditional trends and grow out their body hair is underway.
'Januhairy' was kicked off by British university student Laura Jackson who is using the month much like Movember to raise money for a body-positive education programme.
"When I first started growing my body hair my mum asked me, 'Is it you just being lazy or are you trying to prove a point?'" Ms Jackson wrote on Instagram.
"Why should we be called lazy if we don't want to shave?"
Participants of the month had their last shave on New Year's Eve and plan to forgo waxing or shaving throughout January.
Women from across the globe seem to have joined the initiative sharing pictures of their bodies.
Others however have been less than impressed with the movement which has sparked a heated debate online.
"Lasses doing that Januhairy [are] proper scruffy mammoths man buy some Venus [and] f**k off," one female Twitter user wrote.
"Januhairy: the campaign encouraging women to grow their body hair. What a turn off," another wrote.
The movement's Facebook page says society seems to be behaving as if having natural body hair is unattractive and distasteful.
"We are so used to removing our body hair that we are becoming unfamiliar with our authentic selves," it says.