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ESTRID
Who They Are
"Hi! We’re Estrid, the award-winning vegan hair removal and body care brand on a mission to enable everyone to feel confident in their own bodies. Founded in Stockholm, Sweden in 2019, we’re committed to empowering every body to embrace their authentic selves and create a personal self-care ritual on their terms."
What They Value
"Inclusivity. Disruption. Playfulness. While the hair removal industry is dominated by the big guys who’ve been around for over a hundred years, we’re on a mission to serve up something a little (okay, a lot) different.
We’re unapologetically inclusive, always body positive, and dedicated to making your personal care routine fun, easy and vegan. No matter your gender, race, age or body hair preferences, everyone gets a seat at our table."
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Where They Came From
"We’re a scrappy little team of 70+ (and counting!) people dedicated to creating products that make a real difference in your everyday life. Intimately familiar with what it’s like to be outsiders, the founders Amanda, Alan and Ben (our CEO) got together to challenge the status quo and build a company that enables confidence — with a product for everyone at its core.
Now with millions of subscribers around Europe and available in over 10,000 doors, we’re just getting started. Read more about our story—it involves beloved Swedish author Astrid Lindgren, a 3D printer that almost caught fire, and a dinner party that started it all."
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THEIR STORY
Born in Iran, Ben Eliass spent his childhood between Iran and the suburbs of Stockholm, Sweden. He studied law in university, dropped out after achieving incredible success as one of the world’s best poker players, and then began investing in the hottest consumer brands in Stockholm, which is how he met Estrid co-founders: photographer Amanda Westerbom and entrepreneur Alan Aygun.
They wanted to work on something together—sensing that their strengths and weaknesses would complement each others’.The idea came in the form of a simple observation.
Amanda was at a dinner party with her girlfriends when they started talking about shaving. She revealed that she preferred men’s razors—and bafflingly, so did all of her friends. In fact, research at the time said that over a third of women used men’s razors, which both performed better and were priced more fairly. That was the spark that started it all.
Intimately familiar with what it feels like to be an outsider, Ben was excited about building a company that enables confidence and challenges the status quo—with a product for everyone at its core.
The trio threw themselves into research and by spring 2019, Estrid was born, the name an amalgamation of two beloved Swedish authors, Astrid Lindgren and Elsa Beskow.
Up against a massive market leader like Gillette, who owns more than 70% of the market share, Estrid was an underdog from the start. Through sheer grit, things started to happen.
They worked mainly from Ben’s apartment in Södermalm, where he slept in the kitchen next to the cheap 3D printer they’d bought to make razor design samples—in fear of it catching on fire. They took on virtual freelancers from almost every continent—a scrappy community who worked on everything from branding to website code.
It was a bootstraps effort by a small team, fueled by word-of-mouth and a product that spoke to consumers in a language they’d never heard from the big guys before—body-positive, unapologetically inclusive, fun.
Major milestones started piling up: a party for the first 10k followers on Instagram. The first 1,000 subscribers. 10,000 subscribers. 1 million subscribers. Eventually, Estrid’s home country of Sweden was no longer the largest market, outpaced by Germany and the UK.
Estrid’s first brand partnership was with H&M in 2020, and their first brand campaign in 2023. Today, Estrid has over 70 employees, 2 corporate offices, over 1 million subscribers, and is present in over 10,000 doors in Europe—and this is only the beginning.
ESTRID SELECTIONs
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THE ULTIMATE SHAVE GEL
This gel-to-cream magic potion transforms in your hands, giving you the smoothest, most luxurious shave ever.
It's like a spa day in your shower, with nourishing Shea Butter, calming Niacinamide, and hydrating Sea Moss Extract that leave your skin feeling oh-so-soft. And that scent? A refreshing neroli blend with green tea, musk, and bergamot that'll have you feeling fabulous.
Perfect for all skin types, including sensitive skin, this gel is designed to give you a close, comfy shave without any fuss. So, lather up, shave away, and enjoy the smoothest skin of your life!
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SUPER SAVIOUR MULTIPURPOSE BALM
This vegan, fragrance-free balm is a true multitasker, perfect for soothing, nourishing, and protecting your skin from head to toe. Whether you're dealing with post-shave irritation, dry cuticles, or chapped lips, this balm's got you covered.
Packed with a trio of plant waxes, Prickly Pear Oil, and Shea Butter, it melts into your skin for a cushiony, comforting feel. Plus, it's travel-ready in an easy-squeeze tube—ideal for on-the-go touch-ups.
With twelve different uses, this balm is your go-to for everything from taming flyaways to giving your skin a dewy, highlighted glow. Keep it handy for whenever your skin needs a little extra love!
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SHOWER + SHAVE
Introducing the Watermelon Jelly Shower + Shave from Estrid—the ultimate multitasker that brings a splash of summer to your shower routine!
This vegan, gluten-free wonder works as both a cleansing shower gel and a nourishing shave gel, giving you a closer, smoother shave with every use. The jelly texture activates with friction, transforming into a creamy lather that's gentle on your skin and tough on stubble. Infused with Watermelon Extract, Squalane, and Sunflower Seed Oil, it nourishes and hydrates while boosting your glow.
The scent is a delightful blend of peach nectar, honeysuckle, and sandalwood, making every shower feel like a stroll through a summer garden. And the best part? It won't rust your razor! Just lather up, shave, and enjoy silky smooth skin. Add this to your shave routine and get ready to fall in love with the fresh, fruity vibes!
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THE ESSENTIAL EXFOLIANT
Meet your new shower bestie: the Essential Exfoliant from Estrid! This vegan wonder tackles ingrown hairs and bumps with a gentle, creamy formula that's perfect for daily use.
Think of it as a 2-in-1 treat—it exfoliates and cleanses, leaving your skin smooth and refreshed. Plus, it smells divine with a hint of neroli, green tea, musk, and bergamot. Featuring Lava Rock and Bamboo Extract for a light buff, and Avocado Oil with Hibiscus Flower Extract for extra nourishment, this exfoliant is like a mini spa session in a bottle.
Get ready for glowing skin that's ready for anything—even if that means skipping the shave!
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THE EVERYDAY BODY LOTION
Wrap up your skincare routine with The Everyday Body Lotion from Estrid, the ultimate post-shave treat for your skin! This vegan, non-greasy lotion is like a hug in a bottle, soothing and nourishing your skin with Shea Butter, Niacinamide, and Passion Flower Extract.
It's perfect for calming redness and irritation, while giving your skin a dewy, radiant glow. Plus, it absorbs super quickly, so you can get dressed right away—no awkward waiting around. And with its refreshing neroli scent, enhanced by notes of green tea, musk, and bergamot, your skin will smell as good as it feels.
Ideal for all skin types, this lotion is a lightweight, luxurious addition to your daily routine, keeping your skin soft, smooth, and ready to glow!
THE PRECISION RAZOR
The Precision Razor from Estrid's Dermaplaning Kit is perfect for achieving smooth skin by shaving away fine hair and gently exfoliating.
Designed with a hyper-hygienic stainless steel safety blade and an ergonomic handle, it's easy to use and ideal for all skin types. The razor works well without water, making it convenient for quick touch-ups. Just cleanse your face, apply a little facial oil or lotion for glide, and use short, gentle strokes.
After use, clean the blade and replace it after three uses to ensure safety and hygiene. This razor won't make hair grow back thicker—it's just an illusion!
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THE
RAZOR STARTER KIT
Meet your new shaving essential: The Razor Starter Kit from Estrid! Designed with sensitive skin in mind, this kit is your ticket to a smooth, irritation-free shave.
It includes everything you need: two five-blade razor refills, a sleek steel handle with a lifetime guarantee, and a matching wall holder for easy access.
The ergonomic, weighted handle offers a no-slip grip, making it easy to maneuver for those tricky spots. Plus, the razor features a vegan hydration strip infused with Shea Butter and Aloe, ensuring a glide that's as smooth as it is soothing. Perfect for tackling body hair with precision, the Estrid razor delivers a close shave every time, all while being gentle on your skin.
And with a subscription option, you can have fresh blades delivered right to your door, so you're always ready for a flawless shave. Say goodbye to dull blades and hello to a shave that's as refreshing as a juicy guava on a hot summer day!
TRUSTPILOT
REVIEWS
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MORE TRUST PILOT ESTRID REVIEWS:
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COMPARE IT!
Estrid is a relatively new player in the razor market, targeting women with a focus on ethical and sustainable practices.
The brand stands out by being cruelty-free and vegan, ensuring that no animal byproducts are used in their razors.
Estrid's design is inspired by Scandinavian minimalism, offering pastel-colored handles that are both aesthetically pleasing and functional.
Their subscription model emphasizes sustainability, with options for climate-compensated deliveries, appealing to eco-conscious consumers.
Estrid
Billie also targets women, emphasizing body positivity and affordability.
The brand offers a subscription service for 5-blade razors with aloe shave soap, designed to provide a smooth shaving experience.
Billie is known for its vibrant colors and ergonomic design, and includes a magnetic holder for easy storage.
Their advertising often features real body hair, promoting a message of natural beauty and self-acceptance.
Billie
Flamingo was launched by the founders of Harry's, specifically catering to women's grooming needs.
The brand offers 5-blade razors with a flexible hinge and ergonomic handles, designed for comfort and ease of use. In addition to razors,
Flamingo provides waxing kits, making it a comprehensive option for hair removal.
The products are available in stylish colors and sleek packaging, appealing to women who appreciate both functionality and design.
Flamingo
Gillette Venus is a well-established brand in the women's razor market, known for its innovation and quality.
The brand offers a variety of blade options, including 3-blade and 5-blade cartridges, with features like moisture strips and flexible heads for a close shave.
Gillette Venus razors are widely available and known for their ergonomic handles, making them a convenient choice for many women.
Gillette Venus
FFS, or Friction Free Shaving, is another brand targeting women, with a focus on quality and convenience.
They offer a subscription service for razors and other grooming products.
FFS is known for its 6-blade razors and metal handles, which can be personalized with engraving.
The brand also emphasizes sustainability, offering plastic-free packaging and a recycling program for used blades.
FFS
Estrid vs. Competitors: Key Differences
Estrid distinguishes itself through its strong commitment to being cruelty-free and vegan, setting it apart from many competitors.
Its Scandinavian-inspired design and pastel-colored handles offer a unique aesthetic that appeals to those who appreciate minimalism.
While brands like Billie and Flamingo also target women and emphasize positive body image and affordability, Estrid places a particular emphasis on ethical production and environmentally friendly practices.
FFS also focuses on sustainability and personalization, offering metal handles and a blade recycling program. However, Estrid's dedication to being completely vegan and cruelty-free provides a distinct niche in the market.
ESTRID Questions!
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Q: Who is Eugenia Kim, and what is her background in the fashion industry?A: Eugenia Kim is a renowned luxury hats and accessories designer based in New York City. With a background in millinery, she has gained recognition for her innovative designs and craftsmanship.
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Q: Where can I purchase Eugenia Kim products?A: Eugenia Kim products are available for purchase on the official Eugenia Kim website, as well as in select high-end boutiques and department stores.
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Q: Are Eugenia Kim hats and accessories handmade?A: Yes, Eugenia Kim hats and accessories are handmade in her Atelier in New York City, ensuring a high level of craftsmanship and attention to detail.
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Q: What is the Core Collection, and what makes it special?A: The Core Collection consists of timeless pieces that are essential to Eugenia Kim's brand identity. These designs showcase the brand's signature style and enduring appeal.
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Q: How do I care for my Eugenia Kim hat or accessory?A: Care instructions may vary based on the material of your hat or accessory. Generally, it's recommended to avoid exposure to extreme conditions and to spot clean with a damp cloth if needed.
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Q: Does Eugenia Kim offer customization or bespoke services?A: Yes, Eugenia Kim does offer customization services for certain pieces. For bespoke inquiries or special requests, customers can contact the Eugenia Kim team directly.
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Q: Can I find Eugenia Kim products in physical stores worldwide?A: Eugenia Kim products are available in select high-end boutiques and department stores globally. The official website provides a store locator for convenient access.
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Q: How often does Eugenia Kim release new collections?A: Eugenia Kim typically releases seasonal collections, introducing fresh designs and styles. Updates on new releases can be found on the official website or through newsletters.
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Q: Is Eugenia Kim committed to sustainability and ethical practices?A: Yes, Eugenia Kim is committed to responsible and ethical practices. The brand strives to use sustainable materials and production methods whenever possible.
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Q: What is the customer support contact information for Eugenia Kim?A: For inquiries or assistance, customers can reach Eugenia Kim's customer support through the contact information provided on the official website.
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Q: What materials are commonly used in Eugenia Kim hats and accessories?A: Eugenia Kim often utilizes a variety of high-quality materials, including straw, horsehair, satin, and leather, to craft its hats and accessories.
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Q: Are Eugenia Kim hats suitable for all seasons?A: Eugenia Kim offers a range of hats suitable for various seasons. Straw hats may be popular for summer, while felt or wool hats are often chosen for colder seasons.
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Q: Can I purchase Eugenia Kim products internationally through the official website?A: Yes, Eugenia Kim provides international shipping through its official website, allowing customers from around the world to order their products.
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Q: How do I determine the right size for Eugenia Kim hats?A: Eugenia Kim provides sizing information on its website, typically indicating hat sizes or offering adjustable features for a comfortable fit.
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Q: Are Eugenia Kim hats one-size-fits-all, or do they come in different sizes?A: Eugenia Kim offers hats in various sizes, and product descriptions or sizing guides on the website can help customers choose the right size for their head.
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Q: Does Eugenia Kim offer a warranty or guarantee on its products?A: Eugenia Kim stands behind the quality of its products. While specific warranty details may vary, the brand typically ensures customer satisfaction with its craftsmanship.
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Q: Are Eugenia Kim hats suitable for special occasions like weddings or events?A: Yes, Eugenia Kim designs often include elegant and sophisticated options suitable for special occasions, including weddings and events.
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Q: How can I track my order after purchasing from the Eugenia Kim website?A: Customers can typically track their orders by using the provided tracking information or by contacting Eugenia Kim's customer support for assistance.
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Q: Does Eugenia Kim release limited-edition or exclusive collections?A: Eugenia Kim occasionally releases limited-edition or exclusive collections. Customers can stay updated on such releases through the official website or newsletters.