It is supposed to challenge social norms while taking a totally different view of beauty.
And it seems to be catching on in China.
In a bizarre social media trend, young women are flooding the Chinese website Weibo with images of their hirsute underarms, the Mail Online reported.
The competition, called "Girls not plucking their armpit hair" is said to challenge social norms and encourage women to keep their body hair.
Women have taken to this trend in droves and have been uploading their pictures online.
The competition's page has so far gained over 28 million views, the report said.
Many of the images show the women proudly showing off their underarm hair.
Others are pictured with their ponytails tucked under their arms.
It is thought that organisers of the competition will eventually put together a top 10 of the best pictures, although there does not seem to be any prize for first place.
Recently, there have been several other campaigns that have urged women to embrace their natural beauty.
Last month, the Hairy Legs Club trend on tumblr invited women to post their photos to make a statement about social expectations of beauty.
It features pictures of women from around the world who have decided to ditch the razor.
Also last month, female undergraduates in the US were offered the chance to earn extra credits by not shaving their armpit hair for a whole semester.
The offer was made by women and gender studies professor Breanne Fahs at Arizona State University as a way to get her students to challenge social norms.
This article was first published on August 3, 2014.
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