The beauty routine of women has featured a host of revolutions and new ways to pamper yourself by looking and feeling your best. From makeup and spa treatments to hair-styling and skincare, women's beauty regimens are always changing—and now, a once taboo practice is proudly being displayed in a new ad for women's razors.

You might not have even realized it, but in every women's razor ad, no actual body hair has ever been shown—unbelievable! However, Billie, a female-led razor brand is finally changing all that with its new launch of Project Body Hair. Project Body Hair is a new campaign that aims to break ground and get rid of the stigma surrounding female body hair.

In a statement to press, Billie co-founder Georgina Cooley explained why the ad is so important and how she hopes to usher in a modern way of viewing women's body hair.

"Only showing smooth, hairless legs seemed like an archaic way of representing women. We have always said shaving is a choice—it's your hair and no one should tell you what to do with it. We're excited to launch a campaign that will help normalize body hair and change the one-dimensional way in which women are portrayed in mass media."

On the quest to normalize and modernize women's body hair, Billie plans to donate all of the photos shot for the Project Body Hair campaign to the stock photo website Unsplash, in an effort to provide more diverse images of women for everyone's use.

Related: Team No Shave: Erykah Badu & Her Armpit Hair Is A Revolution For What Defines Femininity

Billie is also taking its message to social media, specifically Instagram, by encouraging its followers to get in on the celebration of their body hair.

Billie is crowdsourcing images of women's body hair courtesy of the upload feature on the campaign site, projectbodyhair.com and with the hashtag #ProjectBodyHair on Instagram.

You can check out additional visuals for the campaign below:

*All images via Billie