An increasing number of young women are no longer shaving their underarm hair, representing a gradual change against gender-based societal norms.

Market research by Mintel found nearly one in four young women in 2016 have stopped shaving underarm hair, following the likes of Julia Roberts, Miley Cyrus and Madonna.

It found that in 2013, 95 per cent of women aged between 16 and 24 were shaving, but by 2016, that number dropped to 77 per cent.

The same trend was reported with leg shaving. Over the same timeframe, the numbers decreased from 92 per cent to 85 per cent.