--- description: "Don't risk dudeness," says new Veet ad, because having body hair is of course a uniquely male quality title: New Veet Ads Shame Women by Claiming Having Body Hair Makes Them Dudes image: https://static.time.com/v3/assets/bltea6093859af6183b/bltde093bcdab65f2d0/6988d9b9bc6cfc69913e2a3c/time-logo.jpg?branch=production --- * [Newsfeed](/tag/time-section-newsfeed/) ## Newsfeed Update your preferences in [Account Settings](/account/preferences/) Close # New Veet Ads Shame Women by Claiming Having Body Hair Makes Them Dudes by [Jessica Roy](/author/jessica-roy/) ## Jessica Roy Update your preferences in [Account Settings](/account/preferences/) Close Apr 8, 2014 2:43 PM CUT by [Jessica Roy](/author/jessica-roy/) ## Jessica Roy Update your preferences in [Account Settings](/account/preferences/) Close Apr 8, 2014 2:43 PM CUT 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 "undefined")) ```json [{"@context":"https://schema.org","@type":"NewsArticle","@id":"https://time.com/53583/new-veet-ads-shame-women-by-claiming-having-body-hair-makes-them-dudes/","mainEntityOfPage":{"@type":"WebPage","@id":"https://time.com/53583/new-veet-ads-shame-women-by-claiming-having-body-hair-makes-them-dudes/"},"headline":"New Veet Ads Shame Women by Claiming Having Body Hair Makes Them Dudes","datePublished":"2014-04-08T14:43:23.000Z","dateModified":"2026-04-13T07:08:37.825Z","description":"\"Don't risk dudeness,\" says new Veet ad, because having body hair is of course a uniquely male quality","url":"https://time.com/53583/new-veet-ads-shame-women-by-claiming-having-body-hair-makes-them-dudes/","keywords":["Newsfeed","Living","women","Advertising"],"thumbnailUrl":"","author":[{"@type":"Person","name":"Jessica Roy","jobTitle":"","url":"https://time.com/author/jessica-roy/"}],"articleSection":"","image":[],"publisher":{"@type":"Organization","name":"Time","url":"https://time.com/","logo":{"@type":"ImageObject","url":"https://time.com/images/logo.png","width":528,"height":156},"foundingDate":"March 3, 1923","sameAs":["https://www.facebook.com/time","https://www.instagram.com/time/?hl=en","https://twitter.com/time","https://www.pinterest.com/timemagazine"]}},{"@context":"https://schema.org","@type":"BreadcrumbList","itemListElement":[{"@type":"ListItem","position":1,"item":{"@id":"/tag/time-section-newsfeed/","name":"Newsfeed"}},{"@type":"ListItem","position":2,"item":{"@id":"https://time.com/53583/new-veet-ads-shame-women-by-claiming-having-body-hair-makes-them-dudes/","name":"New Veet Ads Shame Women by Claiming Having Body Hair Makes Them Dudes"}}]}] ```