Fur. Founded in 2016 and currently sold in beautiful stores worldwide and high-end salons. Why? Because it works. Fur believes in a more inclusive definition of beauty, whether you think the bush is back or skin is in. Beautiful natural and effective skincare and haircare for up top, down there and everywhere in between. Founders Laura and Lilian: "Welcome you to the new era of body care". We fired some questions to learn more about their vision and inspiration.
Why and how did you start Fur?
Back in 2014 we were discussing exciting trends in beauty towards natural products and defining your own beauty, and away from prescribed standards. As we talked, we realized available body hair products were not in line with this movement—the ingredients were harsh, the packaging was unsophisticated, and they focused only on removal—hair as a problem. Fur is about a more inclusive definition of beauty, whether you think the bush is back or skin is in. We spent the next two years developing and testing and officially launched in 2016. Today, we’re still one of the few totally women-run businesses in this space. When we decided on the name, we wanted a cheeky way to allude to pubic hair, but also to associate it with something as luxurious and natural as fur.
What distinguishes Fur from what's already out there?
Fur is truly the first line of products that can work with whatever grooming routine you have. For one, we never want to be exclusionary or make anyone feel other based on a personal decision about their bodies. Furthermore, whether you choose to go au naturale, wax, or shave, no one deserves ingrowns. Why shouldn’t you treat your body hair and skin with the same respect as the hair and skin on your head? Ingrowns and irritation can happen on any type of skin or hair, which is why it’s so important to have a skincare routine.
Who or what is your biggest inspiration?
I would definitely say Rachel Comey and Maria Cornejo of Zero + Maria Cornejo, because they create beautiful, high-quality clothing while being sustainable and mission-driven. They’re also great leaders and seem to inspire teams full of smart women to create something incredible. They’ve also both dressed Michelle Obama, which is always a win in my book. They speak to women in a way that’s so not condescending, which is refreshing in the fashion world.
What are your future plans with Fur?
We’re always developing new things—be sure to keep an eye out for even more Fur!