Ladies, have you heard it? That chant in the distance, growing ever louder and more forceful. “Full bush in a bikini, full bush in a bikini, full bush in a bikini!”
This rallying cry—which originated on TikTok—has morphed from viral video to movement, from Etsy review to revolution. But what does it mean, exactly, and where did it come from? I got you, in the edition of TL;DR.
Give me the TL;DR.
Women on the internet are celebrating the beauty of the bush after a TikTok cheering on an Etsy review featuring “full bush in a bikini” went viral.
Wait, I need more. What’s the background here?
Earlier this month, a TikToker named Sujindah posted a TikTok in which they repeat the phrase “full bush in a bikini” multiple times, with growing enthusiasm.
They explain that they were browsing bathing suits on Etsy when they stumbled upon a review where a woman shared a photo of herself in the bikini au natural.
“I got radicalized by that Etsy review, for real,” they said in the video. “Like yeah, that’s how it should be.”
In an interview with Vogue, Sujindah explained that they’d never been a huge beachgoer until recently, and something about seeing the photo changed their perspective.
“I’ve always been an advocate for showing up the way you feel like, and I was just in awe that someone showed up that way in their bikini,” they said. “Very cunt. It reminds me that we often do not see it as much as we really should.”
What does the internet think?
It’s sometimes the most simple videos on the internet that go viral. Sujindah’s TikTok has since been viewed more than 15 million times, and has kind of shook the internet with its wild celebration of public hair.
Not only are thousands of women commenting on the video that 2025 is the year of the bush, several others are making videos celebrating it. The message of “full bush in a bikini” has spread far and wide, from TikTok to Instagram and Reddit, where it is being celebrated by women and people with vaginas everywhere.
They are citing several reasons for putting down the razor: shaving or waxing is itchy, it can be uncomfortable, it can lead to honestly-terrifying-in-their-pure-size-and- volume ingrown hairs and cysts. But many women are citing another reason: the idea that removing your pubic hair is casting off the male gaze and is inherently feminist.
“I love how far we’ve come as a society, especially the younger generation of girls,” wrote one person on Reddit.
Although women (and men) have been removing their body hair forever, going fully bare became a trend in the 80s and 90s, into the 2000s. With very few exceptions, most women in porn are also completely bare, a phenomenon that Vice reported in 2017 led to a sort of taboo against it for generations of couples.
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