Roxie Hunt didn't set out to be a spokesperson for armpit hair and feminism.

But one day Hunt stopped shaving under her armpits, a decision that sparked conversations about body hair and fashion choices at Vain, the downtown salon where she works.

And then she got another idea: What if they dyed their armpit hair in electric Kool-Aid colors? Hunt, who runs the popular How To Hair Girl blog, dyed her friend’s armpits a bright teal blue to match her hair. And then she blogged about it in a post that got shared 30,000 times.

“The Today show, Kathy Lee and Hoda, got their hands on the story and completely ripped it apart,” Hunt said. “They were just absolutely disgusted by it.”

But Hunt, who noted that Kathy Lee and Hoda don’t have armpit hair, said it shouldn’t be considered gross. “It’s just natural,” she said. “It’s just hair that grows.”