Nope, not Madonna.

And no, not this cute hot Chinese chick.

What hair?

A few months ago, the "Natural Beauty" photo project by photographer Ben Hopper took off, and it showed models posing with their natural armpit hair.

It was to protest the contrast between common fashionable female beauty and the raw unconventional look of female armpit hair. If women want to keep armpit hair, so be it, right?

Then the movement spread to Chinese social media. A fan page on Weibo challenged women to not shave their armpits to promote a healthier standard of beauty.

If you thought that couldn't get any response, you're wrong. Within days, women began posting photos of themselves showing off their armpit hair.

Some had more (time?).

Either way, they weren't ashamed of it. It has since been dubbed as "armpit hair selfies".

The fan page grew to 30 million fans.

And even though the contest ended in late July, the trend is still continuing:

Sexy? It's just hair, right? Let's not get so excited.

Still..hot!