On the Line with Fur
an exclusive interview with the founders of the barrier breaking body care company
Welcome to On the Line! A new series from Hotline Skin, bringing you exclusive interviews with founders, formulators, strategists and other key players in beauty. I’ll ask the first round of questions and then turn it over to you. Missed one? Read them all here.
Today’s post is sponsored by Fur! I’m always so grateful to the brands that sponsor the newsletter and make it possible—especially when it’s a brand that’s held residence in my shower for as long as Fur.
Since its founding by two best friends in 2015, Fur has been at the forefront of the body haircare movement—actually, they kind of started it. In today’s interview with co-founders Laura Schubert and Lillian Tung, we’ll explore how Fur’s products champion all ways of taking care of body hair, get expert tips on ingrowns and learn about their newest launch, Flash Repair Jelly.
Some of you may have seen my Instagram story last month about the Flash Repair Jelly, but I’ll retell it here. The product’s hero ingredient is hypochlorous acid, an anti-inflammatory and antibacterial molecule that can do wonders for stressed out skin. But for some reason, when I was sent the product and all of its associated marketing materials, my brain decided to read it as hyaluronic acid, which has a lot of great qualities, but doesn’t share those same claims. In a desperate desire to understand how a hyaluronic acid serum could be so beneficial for post-hair removal irritation, I spent a few days Googling, hoping to uncover some new research I had missed. Nope, nothing. I’ve liked pretty much everything I’ve tried from Fur, so I decided to just try it out despite my confusion, but this effort only left me more confused because it worked so well. Like truly mind blowingly well. It was only when I went to text my friend the below pictures of my knees that my brain and eyes decided to start working together and I finally understood what was going on. Anyway, it’s my new favorite Fur product and I use it anywhere that’s irritated, post-shaving or not, and I can’t wait for you to try it.
As part of this series, you also get the opportunity to ask your own questions! Ask Lillian and Laura anything in the comments and they’ll pop in over the next few days to answer.
Don’t miss the giveaway and Hotline Skin exclusive discount at the end!
Tell us a bit about yourselves! How did you meet and what were each of you doing before Fur?
Lillian Tung: Laura and I have known each other since we were 12! We met before the first day of school and have been great friends ever since. In fact, not only did we go to middle school and high school together, we also attended the same college and grad school. Before Fur I was a marketer at L’Oreal USA working on the Maybelline brand. I’ve been doing beauty marketing since my college days.
Laura Schubert: Before Fur I was a management consultant at Bain and Company, and previously held roles in finance at Goldman Sachs among others. I was new to the beauty industry when we founded Fur.
What inspired you to start Fur and what were the first steps you took to get it going?
LS: I was inspired by conversations I had with my sister and with my friends (like Lillian!) about body hair, and specifically why we were not having conversations at all. There was a lot of shame around this taboo topic, and the more I talked to people, the more I realized they wanted to have these conversations. It became a mission to reframe the conversation around body hair from embarrassment to choice in how we groom and take care of ourselves. The first step I took on the path was to call different cosmetic chemists. I contacted over 50, and was hung up on many times before I found a formulator who wanted to take on my project at the low quantities I could afford. Nearly ten years later, we still work together.
Old interviews and articles describe Fur as a “pubic hair company.” Is that still how you’d describe it? How has your messaging evolved (or not) since founding?
LT: We started with pubic hair care, and over time, we’ve expanded our focus to address broader body care concerns. Today, Fur stands for high-quality body care that supports all skin and body hair needs—through effective products and taboo-breaking education.
How has the discussion—in the general public, among your team & in interviews—around body hair changed since Fur was founded?
LT: We’ve definitely seen a shift in the conversation around body hair since we first started. As the first brand in the space, we often faced skepticism about whether body hair and ingrown care could even be considered a real category. Today, the category has expanded with more offerings, and the conversation has become more inclusive of all body hair choices. That said, we believe there’s still plenty of room to continue growing the dialogue around high-quality, stigma-shattering body care.
LS: I also want to note that as much as the conversation has changed, actual grooming habits have remained the same: there is a lot of variety. Grooming changes depending on personal preference, time of year, partner, you name it. So while the conversation has become more open, there has always been diversity in grooming preferences.
I’ve seen every episode of Shark Tank and I remember being so excited when Fur was on the show because it was one of the rare times I had actually used a brand being pitched (shoutout to my longtime favorite, Silk Scrub!) How did being on the show impact your business and were you nervous to talk about pubic hair with Mark Cuban?
LT: So nervous! But once the cameras started rolling, we realized it felt more like a real business meeting—with questions Laura and I were well versed in answering. For us, being on the show was a milestone that showed Fur’s impact in bringing body hair conversations into the mainstream. Being able to say “pubic” on prime-time national TV is something we never would have imagined possible when we first started.
Beyond products, how does Fur act on its mission to destigmatize body hair and grooming taboos?
LT: Fur goes beyond products by showcasing diverse grooming choices across all our marketing—from our models and imagery to routine education. We also create safe spaces and spark open conversations within our community through social media and events, both in-person and virtually. Our goal is to shift cultural narratives and empower people to feel confident in their choices.
I know my mom is reading this and I’m not sure if she’ll remember, but I vividly remember working up the courage to ask her to buy me a razor to shave my armpits. For the record, she did and was very chill about it, but it just felt like something I wasn’t supposed to acknowledge. How have you approached these discussions or plan to approach them with your own kids?
LT: My daughters are 6 and 9, and just like with most things, when they ask, I answer as honestly as I can—explaining that different body hair and features are all natural and acceptable parts of being human. I want to encourage them to have open and honest conversations as they grow, both with me and with those around them.
LS: My daughters are 4 and 8 (yes, in addition to being best friends, we both have two daughters around the same ages). It hasn’t come up much yet, but sometimes they remark on changes in my grooming. When they do, I tell them this is what I feel like doing right now—and that it might change whenever I feel like it. Also being in the beauty industry, I talk to them a lot about the power of beauty in self expression, and how I change my head and body hair, makeup, fragrance to play and express myself differently.
In this interview, Lillian mentions how most shaving creams are designed “with men in mind who are shaving over the sink,” so Fur’s shaving cream formula took into account how most women shave in the shower, requiring a shaving cream that doesn’t rinse off as easily. I had never considered it this way, but you’re so right! There’s a reason I never use shaving cream to shave my legs. What are other examples of specific use cases you’ve considered while developing products?
LT: The Fur Trim System was thoughtfully designed from the start with women’s shaving and trimming needs in mind. The extra-bright light helps illuminate the bikini line, especially since showers can be dark. Plus, the trimmer head’s angled design allows easier access to the bikini area and legs—unlike most trimmers, which are typically designed with men’s grooming in mind.
LS: With our original Fur Oil, we designed it to be extremely lightweight and fast absorbing because it’s designed to go under clothes. Many oils are heavier as they are meant for facial use, so absorption is not as much as a consideration.
Technique wise, what is the biggest mistake you see people make with body hair care?
LT: Not trusting the experts. Whether you choose to wax, sugar, or let it grow out, it’s important to invest in services and products backed by years of education. The pubic area—and body skin in general—is sensitive, so quality and care are essential, both in how you shave and the products you use afterward.
LS: Not considering body hair health. Even if you are removing it, brittle hair is more likely to break and become an ingrown. Everyday hydration is really important to maintaining the health of the strand whether you keep or remove it.
Over the years I’ve gotten tons of requests for body hair related recommendations. These are the most common concerns that have come up—can you make recommendations?
LT:
Ingrown hairs on the face: Use the Ingrown Microdart Patch to target and clear bumps quickly and discreetly.
Ingrown hairs on the bikini line: For sensitive skin, start with Flash Repair Jelly, followed by Ingrown Concentrate. For normal skin or stubborn ingrowns, use Flash Repair Jelly first, then Ingrown Eliminator Serum.
Dark spots on the legs: Use Silk Scrub in the shower, then follow with Ingrown Eliminator Serum, which contains lactic acid to help brighten the skin.
Irritation after shaving: Start by applying Shave Cream in the shower for a smooth, comfortable shave. Afterward, soothe and calm your skin with Flash Repair Jelly, then finish with Stubble Cream to moisturize and protect against irritation as hair grows back.
If someone chooses to go “au naturale,” what’s the benefit of using body hair supporting products?
LT: Most products focus solely on either hair or skin, not the intersection of both. Body hair–specific products work to soften hair while keeping the skin moisturized and free of bumps.
As an esthetician, I love how invested you are in your relationships with estheticians. You also just opened your first treatment space with in-house waxing services. Can you talk more about the ways you work with professionals and why that’s important to you? Do you plan to open more Fur treatment spaces?
LT: We’ve worked with professionals since day one, as they’re the ones having body hair conversations daily with their clients. They’re some of our strongest brand advocates. We partner with them by offering products specifically designed for backbar use and retail needs. Our newest launch, Flash Repair Jelly, was developed in close collaboration with our pros, who frequently requested a soothing product for clients with sensitive skin—and they were the first to access it. For now, our Fur treatment space will remain at our HQ as a hub for education and product testing.
LS: Pros are at the heart of our business, so much so that when we launched our 5th Avenue Flagship, we knew we wanted treatment rooms as a test lab to really understand the salon experience and foster innovation. As such we have no plans for more treatment spaces, but we can’t wait to use the ones we have to the fullest
[Ed. Note: Fur’s waxing services are offered at their Flatiron HQ, led by Arieanna Smith, founder of The Wax Lounge NYC. Arieanna is in residency at the studio every Tuesday and Thursday, offering a full menu of treatments including bikini, underarm, stomach, and inner thigh waxing. Bookings are available now at thewaxloungenyc.com]
What is your bestselling product and a sleeper hit product that more people should know about?
LT: Fur Oil has been our best seller thanks to its versatility and beautiful formula. It’s the one that Emma Watson made famous. My personal favorite sleeper hit is the All Body Wash. I love how it transforms from an oil into a rich, sudsy lather that leaves my skin feeling clean and soft.
LS: Ingrown Eliminator Serum. We used to sell wipes infused with this serum, and when the bulk bottles of serum kept disappearing from our office, we knew we had to develop a bigger, more eco-friendly format. My sleeper hit is Stubble Cream, which is an amazing everyday moisturizer that absorbs so quickly. My husband loves it as a face cream, so it’s multi-purpose like all our products.
Tell us about your newest launch, Flash Repair Jelly! What gap in your product lineup does it fill?
LT: Flash Repair Jelly is a hypochlorous acid-based treatment that delivers targeted relief post-hair removal—in a flash. It gives your skin an instant, cooling refresh after every shave, wax, sugar, or laser, and keeps bumps away long term.
LS: It fills a meaningful gap in our lineup by offering a gentle, derm and gyno-tested solution specifically formulated for post-hair removal irritation, flare-ups, and barrier repair—something our community and professionals have been asking for. Its unique gel format enhances effectiveness by instantly cooling and soothing the skin on contact, and it’s earned the seal of acceptance from the National Eczema Association, making it a trusted option even for the most sensitive skin.
Final questions I ask everyone. Favorite socks, favorite sandwich, favorite tv show, favorite toothpaste?
LT: Bombas for socks, America’s Sweethearts DCC, Colgate fresh mint
LS: Hanes, chicken salad, Sensodyne whitening
Thank you for stopping by, Laura and Lillian!
Use code JOLIE15 for 15% off Fur’s website. Fur products are also available at Ulta.
FUR GIVEAWAY
One lucky subscriber will win the Trim System, Shave Cream, Fur Oil, Ingrown Eliminator Serum & Chafe Cushion.
To enter:
Make sure you are subscribed to Hotline Skin and “like” this post
The winner will be randomly selected and notified via email on Tuesday, August 26th (via the email you are subscribed to this newsletter with)
Open to US shipping addresses only
For an extra entry, refer a friend!
HAVE A QUESTION?
Your turn to chat with Lillian and Laura! Ask them for a product rec, about your hair removal woes or anything else! They will be answering directly over the next few days.
xx,
Jolie
This was so good
Wow, I loved this so much!