It all started when Emily Schubert, 24, was looking for something to soften her pubic hairs. I know she’s okay with me sharing that with the world, because since then she has become a key player in the business of pubes—or rather, a disrupter in the business of pubes.
Before Schubert began Google searching in vain (and really, isn’t it the worst when even Google can’t provide answers?), there was only one type of care product for hair down there, and it was for hair removal—though removing all or most of your pubic hairs is hardly “caring” for them. As Schubert scrolled through her options, she noticed two very disturbing patterns. One: Brands wouldn’t use the word “pubic.” When referring to products for your nether regions, it was always “intimate” and “bikini line.” Two: The packaging might as well have been targeting children, with all the pinks, purples, and glitter.
“EVERYBODY HAS THIS THING AND NO ONE IS TALKING ABOUT IT IN A WAY THAT’S ELEVATED.”
“It’s kind of insulting,” she says of the products she found on her pube-softener search. “Everybody has this thing and no one is talking about it in a way that’s elevated.” That is, until Schubert teamed up with her sister, Laura Schubert, 32, and their childhood best friend, Lillian Tung, 32, to change the conversation.
So they invented Fur, the first, and certainly the chicest, pubic hair oil designed to care for and soften your pubic hair.