The trend could be a reaction to the unnatural beauty standards that stem from celebrities like the Kardashians and more. Even brands like Adidas and Asos used models with armpit hair in recent years.

As many head into 2025 with financial worries, “recession hair” has become the latest beauty trend as women — including ...

but thanks to mainstream ideas of beauty becoming more fluid - and hair dyes less toxic - we now have the colourful armpit, a trend that's been growing out of control since late last year.