With bookings for laser hair removal on the rise in the UK, it seems women are keener than ever to show off their smooth, blemish-free armpits.
It seems even supermodels are embracing the new 'armpit erogenous zone,' as they pose on the covers of fashion magazines with both underarms on display.
According to the Daily Mail, magazines include Elle, GQ, Vogue and Bizarre have all featured the beautiful female armpit on their covers over the last few months, giving rise to a trend for picture-perfect, hairless underarms.
“There’s a definite trend for armpit posing at the moment, but they’ve got to be pits to be proud of – smooth and hairless only please. I had a model arrive on location who hadn’t had time to wax under her arms, we were in the middle of nowhere and couldn’t get hold of wax or a razor," a source told the newspaper.
“The makeup artist covered it as best she could, smothering her underarms in foundation and plucking any long hairs out with tweezers. Thank god for retouching!”
The Harley Medical Group recently revealed that 12 per cent of all non-surgical cosmetic procedures booked in the UK were for treatments relating to armpits, including laser hair removal and botox injections to help prevent excess sweating.
Over in the US, laser hair removal is already the most popular non-surgical procedure for those aged under 34. It is also popular with those aged over 34, coming second only to botox in terms of popularity.
The reason behind the rising interest in underarm laser hair removal is due to a lack of confidence about the area. A recent survey of 400 women carried by Dove soap found that a whopping 93 per cent believed that their underarm area was unattractive.
Sixty-two per cent of the ladies questioned revealed that they suffered armpit problems, including itchiness, discolouration and breakouts, and were keen to have attractive underarms in order to feel more confident about themselves.
(Image: wikipedia)
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