In a society where young girls often grow up under the weight of judgment, Veet has decided to push back. The iconic hair removal brand has launched a powerful new campaign titled “Mind Your Own Hair”, in collaboration with creative agency BETC, to challenge the shame and bullying many teens face about their body hair. At the heart of the campaign is a candid conversation with content creator Paola Locatelli, followed by more than 4 million people, who speaks out about her own experiences with online harassment linked to body image.
According to a recent Ipsos Digital study conducted for Veet, one out of two young French girls removed their body hair for the first time due to external pressure — not from strangers, but from people close to them. Family members, friends, and peers are often the first to comment. A staggering 72% of girls say they’ve felt judged by those closest to them. Comments like “You’re disgusting,” “You look dirty,” or “You’re like an animal” may seem casual, but their impact is lasting and damaging.
Veet's message is simple yet striking: Having body hair at puberty is normal. Being bullied for it is not. It’s a statement that breaks away from years of beauty marketing, and instead opens space for a necessary conversation around personal choice, self-esteem, and respect.
Through emotionally charged visuals and a short film shown in cinemas earlier this year, the campaign brings forward the voices of teenage girls — raw, vulnerable, and authentic. The juxtaposition between their innocence and the cruelty of the comments they’ve received is unsettling, and that’s the point: to spark reflection and change.
Going beyond awareness, Veet has launched a new initiative on TikTok under the hashtag #MêleToiDeTesPoils (“Mind Your Own Hair”), creating a digital safe space for teens and their families. This platform offers guidance on how to approach hair removal, only if and when one chooses to do so — and never because of pressure or shame. Through educational content and tutorials, Veet aims to empower girls with practical tools, emotional support, and clear information on all available options.
To bring this message to life, Veet enlisted Paola Locatelli not just as a campaign ambassador, but as a relatable voice. She shares personal stories through digital content designed to start real conversations — those that young people often don’t get to have with adults. In parallel, dermatologists, psychologists, and other experts contribute answers to common questions about hair, skin, and body confidence.
Veet’s campaign represents a new approach in the beauty industry — one that centers empathy, choice, and freedom. Because when it comes to your body, the only voice that should matter is your own.
