Various cultures have used constructed knowledge, social standards, and aesthetic preferences to determine how to manipulate and treat each type of hair on a persons body, including pubic hair. Depilation and/or trimming of pubic hair, increasingly being used by contemporary western cultures, could be considered a highly normative practice (Toerien, Wilkinson & Choi, 2005). The purpose of this study was to explore factors that influence the recent development of American womens decision to depilate and/or trim the pubic region. Twenty American women between the ages of 18 and 57 participated in an online survey. Data was analyzed using a grounded theory approach, which consisted of a two-step process involving coding and memo-writing. The study determined that depilation of pubic hair is a growing practice amongst American women. This change in pubic hair grooming practices is related with an increased presence of pubic hair discussion among individuals as well as in popular culture.