The maker of products for intimate haircare is reaching modern consumers of all ages with DTC and wholesale tactics paired with a dialogue emphasizing diversity and choice

Before Fur, the intimate hair care category was essentially nonexistent. Wisely predicting the changing desires and needs of its target consumer, Fur co-founders Laura Schubert and Lillian Tung rode  a wave of changing millennial standards for everything from body hair to gender identity. The brand's products, which are gender-neutral, inclusive of all body hair preferences, and feature thoughtful packaging design, sit at a unique intersection of function and luxury.

Since launching with an oil in 2016, the product line has expanded, been touted by celebrities and influencers including Emma Watson, and even made it onto the shelves and ecommerce sites of major retailers including Ulta, Neiman Marcus, and Net-a-Porter. PSFK spoke to Schubert and Tung about how they're out to change consumer behavior by promoting self-acceptance, and what expansion Fur has planned for the future.

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