Despite being a beauty journalist for 22 years and trying various treatments over this time, something I’d never said yes to is a bikini wax. Partly because of the fear factor, but mostly because of convenience and habit – shaving that area is part of my daily showering ritual. My razor blade gets carte blanche on my legs, underarms and bikini line while I wait to rinse my hair conditioner out.
However, with my 43rd birthday weeks away and recent (hilarious) conversations with friends about what’s going on downstairs, I suddenly became intrigued. What’s everyone else doing down there?
Midlife is a time some of us find ourselves divorced and dating or with new partners, hormonal shifts mean that growth patterns suddenly become a bit stop/start and as someone who lives 70 percent of my life in leggings owing to daily exercise and dog walks, is it more hygienic to have some hair or none?
One of my gym-going friends in her 30s swears by a bikini wax every six weeks and it all goes (aka the Hollywood). Another, who is in her early 50s, grew everything back after finding a new partner, and another 50-something friend is so busy running multiple businesses that she has let hers “run wild”.
An increased demand in the over 40s
Despite this, according to the beauty booking service Secret Spa, intimate waxing dominates the waxing category with Hollywood and Brazilian waxing representing close to half of all demand. At Allertons, a salon group with locations in Leeds, Harrogate and Nottingham, waxing appointments are on the rise year-on-year.
“Women over 40 are our target demographic,” says Nicholas Nicola, the founder of Allertons. In any given week, the chain can have over 200 appointments, and three-quarters of those are for bikini waxes for women over 40. “Even though lasers and at home hair removal methods are better than ever, they’ve increased the overall trend for hair removal which is driving more people to waxing as the service is quick, requires little prep or aftercare and the results are instant and guaranteed.”
The removal process
I wanted to see what all the fuss was about. With seven locations across London, I booked an appointment at Strip, Soho. After a detailed consultation, my therapist used a hot wax smoothed on in strips – and then pulled away speedily, taking the hairs with each “pull”. It sounds painful, but it was a fleeting “ouch” rather than anything long-lasting. Besides, it was all over within 20 minutes. In the end I chose a Brazilian (which means a small strip of hair is left behind). For aftercare there was no swimming, saunas, intense exercise or tight clothes for 24 hours.
I can see why people love waxing. You quickly forget the pain and not shaving means no razor bumps, nicks or areas I’ve missed. For upkeep, it’s around four to six weeks for full regrowth. Another upside is that regular waxing slows regrowth, softens the hair and evens out patchiness. Cost-wise you can expect to pay £40 upwards, but I really do think it’s worth it. I’d definitely say my skin is the smoothest and softest it’s ever been in that area. I might just be a convert.
Products you could try at home
From at-home waxing to hair removal creams, these products will keep your bikini line cared for.