SPONSORED | The Gauteng department of human settlements, together with the Gauteng Partnership Fund,.
The page attracted 28.5 million views and thousands of picture submissions within five days.
According to shanghaiist.com the organizer of the competition, simply called "Girls not plucking their armpit hair", said that the online event was meant to promote a healthy attitude in women regarding societal perceptions of beauty.
This is not the first we've seen of women opting for the natural look. Remember Julia Roberts' famous hairy armpit at the premier of Notting Hill? Over the years more and more celebrities have decided to let it all grow out.
For some it may be a matter of forgetting to shave but for others its about making the statement that natural can also be beautiful and that we don't always have to conform to societies idea of beauty.