Many people’s New Year’s resolutions this month will see them try to give up something.
Those embarking on #DryJanuary will be looking to avoid booze, while others doing #Veganuary are seeking to successfully cut out animal food products from their diet.
However, there are hoards of women intent over the next few weeks on not getting rid of something they’d normally remove on a sometimes daily basis.
Female social media users have been sharing their involvement in #Januhairy - read on to find out what it’s about...
What is #Januhairy?
As part of the body positive movement, #Januhairy is where women are growing out their natural body hair, which society has traditionally encouraged them to remove, throughout January for a good cause.
This includes armpit, leg and bikini line hair - however its the former that has been one of the main focuses on sites like Instagram and Twitter.
The campaign was started last year by Laura Jackson, an Exeter University drama student, who told the BBC at the time that she wanted women to be able to "love and accept" their body hair while raising money for charity.
After growing her hair out for a performance, she told said: “Though I felt liberated and more confident in myself, some people around me didn't understand or agree with why I didn't shave.
"I realised that there is still so much more for us to do to be able to accept one another fully and truly."
On social media, the #Januhairy campaign explains that it is “igniting a conversation and educating one another on the prickly subject of body hair”.
Last year, women from all around the world signed up to take part - including the UK, US, Canada, Germany, Russia and Spain.
In 2019, Laura - from Kineton in Warwickshire - hoped to raise funds for charity Body Gossip's education programme, which teaches young people about body image.
This year, the focus is on climate change, with participants raising money for TreeSisters.
Encouraging people to donate, the #Januhairy campaign says: “Support the women taking part in Januhairy 2020 in growing out their hair to clear out the air!
“For Januhairy 2020, women around the world are growing out their body hair for the month of January, all to raise money for TreeSisters: a fantastic organisation, that protects and restores natural habitats in order to fight climate change; a plight we resonate with as women who wish to embrace and protect our personal natural habitat.”
Who has been growing out their armpit hair?
It may be just three days into 2020, but dozens of women have already been sharing their progress on Instagram and Twitter.
Famous participants so far include Kate Garraway - who announced her involvement on Good Morning Britain this week - and Nessa from Gavin & Stacey, who gave the campaign a mention in the Christmas Day special.