We have all heard of Movember, the initiative in which men are encouraged to stop shaving and grooming to embrace their body hair.

It is a month-long journey during which men, in order to evoke conversation and raise cancer awareness, forego shaving. And seems like Indie razor brand Billie is here to open up the same conversation for women too.

In a new campaign, the brand is changing the whole conversation about body hair by encouraging women to become a part of Movember.

In the ad, which is going viral, they show women with real hair encouraging other women to grow mustaches on their faces.

Watch the video here:

The brand launched the ad with the caption that reads, "Newsflash: women have mustaches. We’ve been trained to hide them wax them, bleach them, shave them but that doesn’t make them any less real. Fuzzy and faint or dark and dazzling, they’re there. So this Movember, we’re growing out our (formerly) top secret upper lip hair."

In the playful video, models with real body hair can be seen celebrating their facial hair by putting mascara on it, combing it, styling it with brow gel and putting on bright lipsticks to highlight their stache.

The women in the video can be seen throwing away their wax strips and tweezers. With the video, Billie has become the first women’s razor brand to participate in Movember and to show women with facial hair in an ad.

The campaign aims to make people realise the fact that women also grow hair. It also aims to kickstart a fundraising effort for prostate and testicular cancer awareness.

However, this is not the first time the brand has done something as incredible as this. In an earlier ad campaign, Billie had started a conversation around pubic and armpit hair with models with actual body hair.

The brand encourage women to shave only if they want to, not because they need to.

ALSO SEE | Pup rescued after its mother's death during raid to kill Abu Bakr al-Baghdadi. Viral thread