Estrid

Did you know that 67% of male systems razors purchased in the UK are purchased by women... ...It's true! In part due to a commonly held myth that men’s razors give a smoother shave, offer more sophisticated technology, and provide a better value. With the launch of our new razor designed specifically for the face, we challenge industry giants’ misleading marketing to uncover the truth that men’s and women’s razors share the same blade technology - they simply offer different features to give the best shave according to the part of the body they are designed to shave: faces for men and bodies for women. Challenging the outdated notion of “men’s razors” and “women’s razors,” our new blade redefines the razor for the way people really shave, not who they are. Our new facial blades and best-selling body blades both feature award-winning, five-blade technology that delivers the smoothest of shaves for face or body. "There is no such thing as men’s and women's razors; that's a marketing stunt. But there is such a thing as good and bad razors, and there is definitely an issue with overpricing in this category. So no matter which part of you needs shaving, Estrid is once again at your service to provide an alternative that is better, smoother and saves you money." -Ben Eliass, CEO & Co-Founder

Razors for every body - and now (finally!) for every face. For the first time since our founding 5 years ago, we're launching a new razor. Meet the very Swedish, very lagom (not too much, not too little, but just right) face razor. Challenging the outdated macho marketing of "Big Shave," we took inspiration from our Scandi roots of understated, no-fuss minimalism to create a world-class shave that, unlike the big guys, doesn't overpromise but underdeliver.

"Whether it is your first or legacy waxing moment, the collection is made to make everyone flawless." Our newly reformulated vegan wax collection is getting attention from Hypebae. Read on to learn how our easy-to-use wax works step-by-step. HYPEBEAST

We're nominated for a 2024 Glamour UK Beauty & Wellness Power List Award! We're proud to be nominated for our iconic Razor Start Kit, but now we need your help to win. Vote here for Estrid in the ‘Best Hair Removal’ category along with your other favourites across hair, makeup, skincare, fitness, and wellbeing. Voting closes August 14th!

We're thrilled to be on the cover of this year's WGSN's 'Future of Personal Care' report. As a category disruptor, we're on a mission to empower people to feel confident about their personal care choices. We go beyond body positivity - we stand for body acceptance. We empower people to be their most authentic selves by normalising what people sometimes feel shame about. And that also means championing underrepresented communities so that everyone can see themselves in self care. The 'Future of Personal Care' is here, and we're so proud to be at the forefront.

BIG STRIP ENERGY Our new reformulated vegan wax is now available at Estrid.com! High performance waxing, powered by plants: Our wax is vegan and 100% of natural origin - unlike the big guys. Made for Body, Face and now for Bikini & Underarm, with the latest innovations for powerful waxing made easy. No heat required. Why is our wax different? ☑️ A blind study of 50 found that our new wax was more effective, more precise, and more comfortable than the leading competitor.  ☑️ Body Hugging Technology contours to your curves, gripping onto every single hair for the perfect pull ☑️ Made with a nourishing blend of Aloe, Calendula and Vegan Squalene unlike traditional wax which may not be vegan ☑️ Dermatologist approved for all skin types, including sensitive skin ☑️ Works on super short hair (as short as 2mm) with results for up to 28 days Available soon in LYKO, H&M, Lindex, dm-drogerie markt Deutschland, Dirk Rossmann GmbH, and Apotek Hjärtat.

🚨We now declare this the Summer of Estrid 🚨 This summer, you can spot our eye-catching imagery on trains, buses, streets and taxis throughout Europe. See us on your morning commute? Tag us. #EmbodyConfidence

Introducing EMBODY CONFIDENCE, Estrid's summer campaign-- With this campaign, we aim to ignite a global conversation on beauty and identity, confronting an industry that continues to censor real bodies and real issues, while empowering and inspiring our three million strong community of subscribers and brand fans to embody confidence themselves. In a society cluttered with filters and faux ideals, we fight against censorship to dismantle outdated beauty norms and celebrate the unedited, unapologetic essence of everybody. "As always we want to be bold and break new ground for the entire industry. After decades of monopoly, we are reshaping how an entire category looks and feels - there has never been a hair removal campaign with this creative expression. We also want our community to feel represented through the things we do. Empowering our community is our mission, and this campaign continues the celebration of that as our brand ethos." - Ben Eliass We collaborated with award-winning creative director Jamie Brunskill to bring this concept to life. It was photographed by Zoe Francesca Mannella, known for her unflinching and uncensored photography which celebrates the female form. The campaign features the hair artistry of internationally renowned hair artist Ali Pirzadeh, known for his ability to transform hair into sculptural works of art, and his arresting work for fashion brands including Alexander McQueen, Louis Vuitton and Acne Studios. In this campaign, Pirzadeh used the medium of hair to design elaborate motifs, with artistry at the core. We also worked with Brixton Klaws, a British nail artist passionate about reducing microplastics in the beauty industry. Her nail art incorporates predominantly vintage buttons and beads instead of plastic charms. #EmbodyConfidence #Razors

Estrid, founded in Stockholm in 2019, is dedicated to developing high-quality, durable vegan razors designed for everyone. The brand embodies innovation and quality, aiming to revolutionise the hair removal experience. Estrid offers high performance products while promoting self-acceptance and body confidence. With their plant-based, sensitive-skin friendly approach and use of solid steel razors, wax kits, shave gel and body lotion, Estrid makes products for every body, no matter how you choose to shave (or not). Estrid is now represented by Karla Otto for communications strategy, media relations and influencer relations in Germany.

Last month we were honoured to win SvD Affärsbragd, a prestigious business award given by the Swedish newspaper Svenska Dagbladet. The award recognizes Swedish businesses who have achieved at an exceptionally high level. Previous winners include Klarna and Spotify. Thank you Svenska Dagbladet for championing our story and to everyone who has supported Estrid since day one.