The Emma Watson Effect

Posted by: Sara Jane Emmons

Beauty products sitting on a marble counter top in front of a painting of an eye / Emma Watson.

"I use Fur Oil. I’ll use that anywhere from the ends of my hair to my eyebrows to my pubic hair. It’s an amazing all-purpose product."

After Emma Watson told Into the Gloss she used Fur Oil, FUR had a crazy March of 2017. One year later, we took some time to reflect on the aftermath. 

On the business side of things, it gave us an incredible boost. Google searches for "Fur Oil" increased by 600%, site traffic went up by 500%, and over 100 new retailers, including Nordstrom and Credo Beauty, started to stock FUR. The all natural beauty shop in the UK that she shouted out, Content Beauty & Wellbeing, currently stocks FUR products, and it helped introduce us to more British FUR fans.

On the personal side of things, we thought it was very cool that she put herself out there and legitimized the category of body hair. While grooming is a huge industry, it's still something that many women feel the need to keep under wraps. Though that stigma continues to be minimized through outspoken people like Emma Watson, it was clear in some of the media coverage around it that it's still something people feel uncomfortable with. The way she was suddenly scrutinized over the "admission" that she had pubic hair felt very outdated—and don't even get us started on the "Beauty and the Beast" puns. On the other hand, a lot of other media outlets praised her for being frank about her routine, as well as her emphasis on trying to use all-natural, cruelty free products like Fur Oil. 

Whether Emma Watson's routine made people want to try Fur Oil or not, we like to think that interview helped make women feel like they don't have to apologize for what they decide to do with their bodies and their body hair, or at the very least feel a little more comfortable having an honest conversation about it. 

Shop this story



Fur Oil Fur Oil

Fur Oil

Softens hair, soothes KP & prevents ingrowns