Women who didn’t address underarm hair became, by default, poorly groomed
Of course, the presence of body hair, regardless of where it was present on the body, was in and of itself no reflection of the level of personal hygiene practiced by an individual. But advertising created the image that it was, and that it was indicative of indifference. The implication was that a woman who did not remove “unwanted” hair was likely to exhibit the same attitude in relation to washing. According to the advertisers, a woman looked better, felt better, her clothes were more flattering, and she appeared healthier without visible body hair. Most manufacturers of depilatory products aimed at women focused their efforts on the upper class, certain that those of lower classes would be sure to emulate them. The main focus continued to be on lotions and powders which served as depilatories.
Shaving remained a male activity until around 1910. It was around that time that the hemlines on skirts began to move upwards. As they gradually rose, they exposed ankles, then lower calves, and occasionally knees were glimpsed. As more leg was exposed (advertisers called them limbs; the mention of a woman’s legs was vulgar) so was more body hair, equally as unsightly as when exposed in underarms. And as unhygienic. In 1915, eager to support American womanhood in their desire to achieve superior hygiene, Gillette introduced the first safety razor designed for women. It was called Milady Dècolletè, and Gillette conveniently engineered it so that it accepted the same blades as intended for safety razors for men. Just a few years later, the age of the flapper, dancing the Charleston, ever shorter skirts, and the rise of film stars dawned. As far as hygiene was concerned, American women were ready.