New York – Haircare range Fur is capitalising on the buzz around female body hair.
The brand was founded by sisters Emily and Laura Schubert, and Lillian Tung, a former marketing executive with L’Oréal.
Sharing the minimal, refined language of traditional grooming products, the understated packaging is aimed at both men and women.
The paraben- and phthalate-free range features a variety of natural ingredients such as rapeseed, jojoba, tea tree and clary sage seed oil to condition hair and soothe the skin, and shea butter and safflower seed extract to soften stubble.
The products claim to prevent the appearance of ingrown hairs after waxing and can be used all over the body.