FUR started as a conversation between sisters Emily and Laura Schubert '11. They were discussing how trends in the beauty industry were shifting toward a demand for natural products and moving away from prescribed standards. They realized that available body hair products – for pubic hair, that is – were not in line with this movement. The ingredients of existing products were harsh, the packaging was unsophisticated, and they focused only on removal instead of maintenance. In response to this void in the market, they created FUR along with co-founder Lillian Tung '11. Here, they share more about this exciting opportunity to be trailblazers in the beauty industry, along with some of the related challenges.

Tell us about the development process for Fur Oil.

It took us almost a year to formulate Fur Oil, as we wanted to make sure it worked well and met quality and safety standards. For example, Fur Oil has been safety tested to European regulation standards, which are stricter than those of the U.S. The ingredients we chose had to be efficacious for softening skin and hair, while also preventing ingrown hair.

What have been some of the challenges of creating an entirely new beauty category?

One challenge has been getting the decision maker (the retailer) to understand where FUR fits in with the rest of their assortment and why their consumer would be interested in the products. For example, a question we are often asked is, 'where should FUR products be merchandised?' — it’s a new category.

We tackled this with upscale branding and elegant supporting display materials to help guide both the store associates and consumers. Pubic hair and skin can be elevated (even if — up until now — many of the products have been pink, purple, coy, and chemical). When we were designing the packaging, we knew it had to be beautiful; we didn’t want FUR to be the 'bikini' treatment people shoved under the sink when guests visited their home unexpectedly.

[FUR]get the Taboo

How have you approached marketing around what some may consider to be a taboo subject?

While some consider pubic hair a taboo subject, many people who hear about FUR can’t believe these products have never existed on the market before and can’t wait to try them. For women and men who care for the rest of their body and face on a regular basis, FUR products fit well into their routine.

It’s been very important for us to be direct in our messaging. We are matter-of-fact in the way we discuss pubic hair and skin care. Over 80 percent of men and women care for this hair and skin, and every adult has it, so we think it should be normal to discuss.

The customer testimonials and professional testimonials from the waxing community have further strengthened our marketing efforts. In the beauty industry, there are key influencers that range from iconic beauty stores to press and social media. We focused on partnering with them to demonstrate the market demand for our products. This is a ritual that does not have to involve embarrassment. Education has been key in helping our clientele understand why there is a need for FUR.

What trends or shifts do you see in the beauty industry?

There is a big shift in the beauty industry toward natural products and defining how you want to look, away from 'hot or not' prescribed beauty standards. We think FUR fits squarely into this greater shift.

What’s next?

Growth! We have a lot planned with product launches, market expansion, and partnerships. Above all, our focus is to continue creating this new beauty category. There’s skin care, (head)hair care, face care, and now it’s time for body hair care.