But now a group of women are uniting for Armpits4August by throwing down their razors to raise money and awareness for Verity, a charity for women with polycystic ovary syndrome. One of the symptoms of the condition is excessive hair growth.
Campaigner Chloe Marshall said: "One of our founders has PCOS and was talking to friends about how fed up she was of having to go through the process of hair removal every day.
"We realised that her job had unfair expectations in that her male colleagues could freely roll up their sleeves without being considered unkempt. We're about highlighting to women that there is a choice."
Last year, popstar Pixie Lott also caused a sensation when she turned up to a film premiere with underarm fluff. Bra fitter Holly-Rae Smith just can't understand what all the fuss is about.
Holly-Rae, 23, not only has hairy armpits herself, she also sees plenty of fuzz when measuring women for underwear.
"It's disturbing that women are criticised for having hair under their arms," Holly-Rae tells Reveal.
"Being a bra-fitter, I see women's pits every day and find it strange when women apologise for not shaving.
"Why are women apologising for something so natural?"
Proud of her own underarm hair, Cambridge-based Holly-Rae admits she was "encouraged" to see a high-profile young woman like Pixie sporting some stubble.
Holly-Rae adds: "I'm surprised by the extremes women go through for the price of so-called beauty.
"I felt encouraged when I heard Pixie had been snapped with hairy pits but, when I looked at the photo, it was no way near as hairy and 'scary' as mine!
"Us Brits really need to get a life and talk about something important."
To join in or for more information visit armpits4august.org
Do you agree with Holly-Rae? Are you glad to be au naturel or do you feel pressurised into waxing or shaving? Tell us your thoughts below.
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