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The ‘aesthetic’ label is important here, since there are theories that our ancient caveman and woman ancestors did what they could to get rid of their body hair, but that was for a legitimate reason: it was one less thing for an enemy to grab them by.
Double the sales overnight
We know that money talks. In this particular case, women with hairy legs or armpits could take a walk. In more modern times, it was razor manufacturer Gillette that realized selling their products to women could double their sales overnight.
That’s when the marketing departments stepped in, and by the early 1900s women were being told that hair in certain places on their body made them undesirable and unappealing. The rest, as we now know, is hair-free history.