Kim Kardashian’s SKIMS Launched Faux Pubic Hair Underwear—And Yes, They Sold Out

Kim Kardashian is once again proving that no topic is off-limits in fashion.

Her brand SKIMS just dropped what might be the most eyebrow-raising item in underwear history: micro string thongs with faux pubic hair. Yes, you read that correctly. FAUX. PUBIC. HAIR.

The new “Ultimate Bush” line comes in 12 variations featuring shades of brown, blonde, black, and red, with your choice of straight or curly faux hair. Each piece sells for $32, though good luck getting one—they sold out almost immediately. (Because apparently, the world has been waiting for this.) SKIMS fans who missed out can join the official waitlist, which is probably something no one ever expected to exist.

In typical SKIMS fashion, the brand leaned all the way into the bit. Their official tagline reads,

“With this iconic new panty, your carpet can be whatever color you want it to be.”

So, if you’ve ever wanted your “carpet” to match your “drapes” again, this might be your moment.

Social media, naturally, went wild. Comments ranged from delight to disbelief:

“Very Ed Gein of you, Kim,” one person wrote. Another begged, “Someone please tell me why these are out of stock. Who is buying?” One user simply demanded answers: “Kimberly, please show me the market research. Who asked for this?”

And then there’s the collective cry of the laser-hair-removal generation:

“Don’t you dare, Kimberly. I just spent a fortune on laser. We are not bringing the bush back.”

But maybe we are. From the rise of ‘70s-style grooming trends to Y2K-inspired minimalism making a full comeback, body hair is officially back in the conversation. Kim’s just giving people the option to fake it if they want to.

Whether it’s a cheeky fashion statement or a straight-up troll move, SKIMS has once again done what SKIMS does best—get everyone talking. And for better or worse, that’s what makes Kim Kardashian a marketing genius.