Natural. Beautiful. Confident. 

Over the past century, people have started to learn tolerance for each others' differences, and although some may feel we have reached a destination, there is still much ground to be taken, and in fact most of the ground to be taken is still hidden to us.

As|UR is a source of momentum in our evolution of self-love. We are empowering confidence in body hair through commercial quality imagery.

What if the solution was just to be pleased with oneself - as you are?  

Everywhere you look, you can find disempowerment; behind a keyboard it is easy to slight others, even children disempower each other in ritualistic schoolyard taunting. Companies add to confusion by selling solutions in a pill or in a box, but these solutions are only for symptoms of the underlying lack or need. 

What would true confidence in your body image provide? 

Challenge social norms that take away our freedom to love ourselves.  

We are producing imagery that will shatter social norms, and give women a new reality of self-confidence. The As|UR collection is designed to empower women with the possibility that they can be beautiful, just as they are, even with all fuzzy forearms they wish they never had, or whatever that is analogous to in every woman's life. 

There is a community around the world that is standing up for a woman's right to have her body her way, hair or no hair, and not the way that society tells her it needs to be, and As|UR is one place that this community looks to.  It is time to be confident about our bodies, as they are - and tell the world it is perfectly normal, and perfectly welcome.  

This is a community of people literally from every corner of the planet that transcends political, racial, generational and religious boundaries.