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---
title: Dudeness Veet Ad Says Women Should be Hairless Or Else They&#x27;re Dudes
description: &quot;Don&#x27;t risk dudeness,&quot; says new Veet ad, because having body hair is of course a uniquely male quality
canonical: https://time.com/53583/new-veet-ads-shame-women-by-claiming-having-body-hair-makes-them-dudes/
author: Jessica Roy
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article:published_time: 2014-04-08T14:43:23.000Z
article:modified_time: 2026-04-13T07:08:37.825Z
og:title: New Veet Ads Shame Women by Claiming Having Body Hair Makes Them Dudes
og:description: &quot;Don&#x27;t risk dudeness,&quot; says new Veet ad, because having body hair is of course a uniquely male quality
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twitter:title: New Veet Ads Shame Women by Claiming Having Body Hair Makes Them Dudes
twitter:description: &quot;Don&#x27;t risk dudeness,&quot; says new Veet ad, because having body hair is of course a uniquely male quality
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# New Veet Ads Shame Women by Claiming Having Body Hair Makes Them Dudes

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by 

[Jessica Roy](https://time.com/author/jessica-roy/)


## Jessica Roy


Apr 8, 2014 2:43 PM UTC

by 

[Jessica Roy](https://time.com/author/jessica-roy/)


## Jessica Roy


Apr 8, 2014 2:43 PM UTC

Like a desire for human connection or a deep abiding love for Beyonce, we all have it: body hair. But if you’re a woman, you’re probably frequently made to feel unnatural about that universal fact. Now, a new series of ads from Veet, a hair removal cream, is delivering that backwards trope straight to your TV: according to Veet, if you have body hair, you’re actually a _dude_.

In the first ad, a man wakes up next to his girlfriend, but when he touches her stubbly legs–ones she “shaved yesterday”–he’s horrified to find that she’s turned into a man, all because her body did a thing that all bodies do: had hair on it.

In another spot, a woman tries to hail a taxi but finds out that in less than 24 hours her armpit hair has gone from nonexistent to a veritable follicle jungle, demonstrating both an unnecessary haterism towards women’s choices about body hair _and_ a warped understanding of how fast it takes said hair to actually grow.

Of course, whether or not you keep all your body hair or pay a scary lady to painfully rip it out of your skin is up to you–but being afraid of “dudeness” probably shouldn’t factor into that decision.

(h/t [Jezebel](http://jezebel.com/horrible-new-veet-ads-if-a-lady-has-hair-on-her-legs-1560720940))

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