More than two thirds of women say they are insecure about their armpits, according to new data by hygiene brand Dove. In a recent study conducted by the skincare company, eight in ten (76 per cent) women suffer from underarm issues - causing more than two thirds (62 per cent) to be insecure about the appearance of their armpits.
The most common underarm concern amongst women was shaving rash (43 per cent), followed by irritation (41 per cent), shaving bumps (35 per cent) and dry skin (28 per cent). These widespread skincare issues are impacting women’s daily lives, with over two thirds (63 per cent) admitting to dressing to actively conceal their underarms.
During the summer, women admit to these underarm body concerns being heightened, with insecurities most prevalent in a heatwave (38 per cent), followed by beach holidays (35 per cent). The 'shame and stigma' caused by armpit insecurities even encroaches on personal relationships with a quarter (26 per cent) of women feeling insecure during intimate moments with a partner.
One in three (30 per cent) also said it even affects their relationship with their partner. Despite the fact that so many women claim to suffer from underarm issues, almost three quarters (71 per cent) said they have never spoken to their friends or family about their underarm skin issues, mostly due to embarrassment (41 per cent).
When it comes to how women perceive the “perfect pit”, half of women (47 per cent) believe social media sets the biggest unrealistic expectation of how women’s armpits should look, followed by TV (39 per cent) and magazines (38 per cent). One in four women (26 per cent) recall first feeling insecure about their underarms when they were as young as 13-14 years old.
And seven in ten girls said they are less likely to raise their hand in class due to feeling self conscious about their underarms. To encourage women to celebrate their underarm beauty and remove misconceptions surrounding the “perfect pit”, Dove has launched the Arms Up Series.
It is a collection of armpit portraits featuring real women proudly showcasing a diverse set of underarm skin, from stubbly or shaved, to marked or hairy. The Arms Up Series, shot by fashion photographer Jade Gordon whose work has featured in Vogue and ELLE, features sixteen individual portraits from a group of diverse women.
The images include snaps of body-positivity advocate Megan Crabbe and beauty influencer Shahira Allen, alongside real women. The armpit portraits look to remind women they are not alone in their insecurities and to encourage better care for this often neglected part of the body.
Dove is supporting this through the launch of its new Dove Advanced Care deodorant. Megan Crabbe, best-selling author and body-positivity advocate, commented: “I stopped shaving my underarms about a year ago after I realised that I wasn’t really doing it for me in the first place.
"I was only doing it as I’d been taught by cultural beauty standards to place other people's comfort around my body above my own. We’re taught that armpits must be shaven and rash-free, but that isn’t the reality for most women. Dove’s Arms Up Series is a beautiful way of bringing parts of ourselves we're taught to be ashamed of out into the light, where all of us deserve to be.”
Dr Soma, leading dermatologist, added: “Your underarms have unique skin; they have lots of sweat glands and hair follicles, which can contribute to a bumpy, textured appearance. It’s also a high friction area where the two aspects of your underarm come into contact and rub together.
"These combined factors create a humid environment that can be prone to irritation that leads women to feeling uncomfortable and self-conscious. I am so proud to be a part of this campaign, which celebrates the diversity of underarms, from skin tones to grooming preferences, and helps people put their best ‘pit forward."
Dr Soma has issued several tips to help look after your armpits:
1. Keep your armpits fresh
This moist, humid environment is a breeding ground for bacteria and fungi, so it’s important to keep them clean and dry. Most people don’t know the difference between deodorants, which reduce odour, and antiperspirants, which reduce how much you sweat as well as protect from odour.
2. Make sure to choose gentle hair removal methods to decrease the risk of irritation
Many shave or wax or epilate, creating more potential for micro trauma and inflammation. Change your razor frequently as it can harbour bacteria, and never shave on dry skin. Protect and reinforce your skin barrier so it can withstand all the friction.
3. Preparation is key
When you are using hair removal methods, make sure to treat the skin before and after to reduce the risk of any irritations or sensitivity. Particularly with shaving, a gentle shaving foam is key to avoid damaging the skin with just your razor and water.
4. Antiperspirant works better if applied the night before
At night we sweat less, so the antiperspirant will have time to soak in and take effect, which can last up to 72 hrs. It is recommended applying it to dry skin to maximise its effect the night before, and then just topping up after your morning shower.
5. Embrace diverse armpits
Dr Soma says: "Armpits come in different shapes, skin tones, hairiness and hairlessness. The number one way to care for your armpits is to embrace them, so you feel confident enough to go about your day without restriction."
Monique Rossi, UK and Europe Deodorants Lead for Dove, commented: "Thousands of women have admitted to feeling insecure about the appearance of their armpits, and as UK temperatures rise and holiday season approaches, this only creates more uncomfortable challenges.
"Dove’s Arms Up portrait collection serves as a reminder to women that they’re not alone in these feelings, and to embrace and be proud of their underarms, however they look. To help women better care for their underarms, we’re incredibly proud to launch Dove’s biggest deodorant innovation in 26 years.
"Dove Advanced Care deodorants offer our kindest to skin formula ever, featuring new patented, anti-perspirant technology that can protect against sweating and odour for up to 72 hours. The range is packed with ingredients that really care for our delicate underarm skin, such as 100% natural sunflower seed oil which contains Vitamin E, Omega 6 and Glycerin."
To view Dove’s Arms Up collection and find out more, head to: dove.com/uk/deodorants/arms-up-series.html
