The razor manufacturer Body Positive criticized an ad in which an expectant mother shaves her baby bump

A body positive razor company has been criticized for an ad showing an expectant mother shaving her baby bump.

Established in 2019, Stockholm-based brand Estrid allows customers to purchase their vegan and cruelty-free products on a flexible subscription basis.

In recent weeks, the brand has tried to reach potential customers with Instagram ads demonstrating the use of its products – which now include wax strips, moisturizer and shaving gel.

In addition to clips of people shaving their legs and armpits, the company also shot footage of a pregnant woman removing some of the hair below her belly button.

The clip shows the mum-to-be running the brand’s £7.95 rubber and steel razor over her baby bump as she lathers up in the shower.

For the past few weeks, body-positive hair removal brand Estrid has been trying to reach potential customers with sponsored Instagram posts – including this video of a pregnant woman shaving her baby bump

The caption reads, “Get in the habit of receiving compliments for smooth skin.”

“Estrid guarantees silky skin, shave after shave.”

Although the brand prides itself on appealing to “women, men, anyone and everyone”, customers felt that this ad fell short of Estrid’s usual corporate ethos.

One commented: “No ladies you don’t have to start shaving your stomach.”

Another added: “As if pregnant women needed to be told any more things to be unsure about!!”

Meanwhile, a third sarcastically ranted: “Well, let’s guess shaving a pregnant woman’s belly!!!”

Addressing mums-to-be, they continued: “Ladies who think this might be a good idea at this time please do not do so as the extra fluff you may get during pregnancy will shed after the birth , so don’t worry.”

Some moms-to-be notice more hair on their tummy during pregnancy due to a surge in estrogen.

Established in 2019, Stockholm-based brand Estrid allows customers to purchase their vegan and cruelty-free products on a flexible subscription basis

Others, however, called the backlash “ridiculous” and stressed that hair removal remains a personal choice for everyone.

“A lot of women chose to shave their stomachs,” claimed one fan. “It’s not about telling women they have to do it, it’s about normalizing those who do!”

“I shaved mine!! “Did me no harm,” added another. “Keep your composure, these comments are ridiculous.”

A third fan said: “Oh my god they just want to show that the razors are gentle on the skin – so they show a pregnant woman using them.”

In recent months, the brand has collaborated with unibrow model Sophia Hadjipanteli, who has 508,000 followers for her ‘Redefining Beauty’ campaign.

In February 2021, Estrid worked on a campaign called “Professional Super Hairoes” in which she celebrated clients who “hugged their fuzz” and removed their leg or armpit hair.

Femail has contacted Estrid for comment.