Shave and body care brand Billie dives into swimwear.

Since 2017, Billie has been on the frontlines of the body hair positivity movement, rewriting beauty standards with feel-good products and brand messaging that encourages customers to love their natural selves, pubic hair and all. Now, the company is channeling its core values in a punky new partnership with popular jewelry brand Ian Charms to release a limited-edition, two-piece swimsuit and matching bikini charm. This marks Billie’s inaugural move into fashion and accessories.

“Partnering with Billie felt like the perfect fun collab for summer — we both believe in bold, unapologetic self-expression,” said Lisa Sahakian, founder and chief executive officer of Ian Charms. “Having the freedom to go nuts on the custom body-hair-positive bikini chain bottoms was a blast.”

Available in hot pink, forest green and lavender, the bikini features a detachable Y2K-inspired bikini chain hung across the front of the cheeky bottoms. Charms include colorful mushrooms, mini hair brushes, Billie hearts and pubic hair-positive catchphrases such as “So Bushy,” “I (heart) Fuzz” and “Bushkini.”

This collaboration is uniquely coinciding with a rise in human hair fashion, in which avant-garde designers, including Dilara Findikoglu, are embellishing garments with real, textured manes (see Julia Fox’s Vanity Fair Oscars after party gown). More fittingly, the launch of the Billie and Ian Charms bikini and bathing suit charm comes amid pushes to abolish strict, “clean-girl” standards within the wider beauty lexicon. Making noise online is a niche TikTok community called Bushtok.

With more than 3,000 related posts on the app, Bushtok has sparked conversations about the stigma of female body hair, specifically pubic hair, and its impact on body shaming culture. Videos feature women revealing their “bush maintenance” while humanizing their pubic hair. Other Bushtok followers have posted footage of them blissfully basking in the sun with the caption: “How life sounds and feels when I have a full bush.” The idea is not necessairly to entice women to grow out their hair down there, but to erase the negative connotation from people who do, which is exactly what Billie has been working toward since its initial launch.

“Body hair positivity has always been core to Billie, and so is the belief that the bush was never out of style,” Catherine Wolpe, Billie’s co-general manager, told WWD. “Collaborating with a buzzy, bold brand like Ian Charms felt so natural to us as a way to honor the bush and celebrate women choosing to show up exactly as they are, whether that’s fuzzy, bare or anything in between.”

The Billie x Ian Charms bikini and bathing suit charm will be available starting Tuesday.