As we enter a new decade, traditional beauty standards are quickly becoming a thing of the past.

Women no longer feel the pressure of wearing their hair in a long silky style, having a small figure or maintaining clear or fairer skin. Instead, embracing one’s natural hair, curves and being happy with all your features is the new beauty standard.

According to a study by JAMA Dermatology, one of the reasons for the standards of beauty changing is the ‘exposure effect’ which social scientist, Dr Frank Niles described as  “a basic psychological idea: The more we are exposed to something, the more attracted to it we may become.”

He also explained how society now also values diversity a lot more.

“As a society, we have become more aware of the need and the value of diversity, and I think it is safe to say there are more people of color in positions of cultural visibility across a wider range of platforms,” he told the publication.

Popular and influential figures such as ThickLeeyonce and Laura Jackson have been at the forefront of challenging traditional beauty standards by being vocal about body shaming as well as embracing themselves as they are.

Read More: ThickLeeyonce on diversity in the fashion and beauty industry - 'I'm often the only big black girl on set'

In a recent Twitter post, ThickLeeyonce encouraged her followers to normalise ‘sagging breasts’.

“Can we normalize saggy boobs,” she wrote before explaining how she had to fight off an adult who told her teenage niece that her breasts looked like those of a person who had three kids.

“…They’re natural boobs but people got all kinds of nasty things about them. I had to fight an adult for telling one of my teen cousins that her boobs look like that of someone who had 3 kids. People do this and It’s honestly so unnecessary & ugly [sic],” she wrote.

And while many women agree with the influencer, others are participating in the Januhairy movement which encourages women to ditch their razors, shaving creams as well as wax appointments and just grow out their hair.

Speaking to Standard UK, the founder of the movement, Laura Jackson said that the movement was about changing the myths which surround female hair and put women under pressure while raising money for charity.

“There are so many societal pressures on women on how to look and how to be perfect, and shaving is a big part of that,” she began.

“Januhairy is so liberating because it really gets you thinking about the way you treat your body, why you do it and who you do it for,” she continued.

The movement which was founded last year now has over 20 000 followers on Instagram and sees women from all over the world sharing pictures of their grown-out hair on every part of their bodies.

Take a look at some of the pictures from the movement below.