Personal care brand Billie started as a body-positive alternative to overpriced products like razors designed for men but marketed to women. But they also stand out as a brand that doesn’t resort to unfair beauty standards, particularly around body hair, to sell its range of products like razors, deodorant, and wipes. The brand’s message is one of loving your body as hairy as you want it to be, and personal grooming doesn’t have to be about acquiescing to patriarchal body norms.

The latest promotional campaign, months in the making, combines nostalgia with humor to reinforce Billie’s body positivity and empowerment message. Partnering with Chia Pet, the new limited-edition product strikes a playful tone that says women’s body hair is not that serious.