Europe’s largest online razor brand with a subscription business model
Demographic shifts and changing consumer relationships with brands have evolved significantly over the past decade, fueled by the rise of platforms like TikTok and a growing focus on conscious choices, such as cruelty-free products and liberation from traditional beauty standards.
The defining theme of 2024 has been disciplined expansion—growing into new categories, strengthening Estrid’s B2B presence, and achieving the companies first-ever year of positive EBITDA.
Never pay more for who you are
No matter your identity or reasons why you choose to shave, you should never pay more for a quality shaving experience. We all have body hair, and what we choose to do with it is up to each and every one of us. If you like us, we’re here for you. No exceptions, and never any upcharge.