Estrid razor blades

Estrid is a contemporary shaving brand that gained popularity through its subscription model and body-positive marketing. Founded in Stockholm, Sweden, the brand was established to provide high-quality, cruelty-free, and vegan razor products specifically designed for women's grooming needs.

While the brand is rooted in Scandinavian design and headquartered in Stockholm, the manufacturing of the razor handles and steel blades primarily takes place in specialized facilities in China to maintain global distribution efficiency. The business operates as a Direct-to-Consumer (DTC) company, ensuring a streamlined supply chain from production to the final customer.

The ultimate owner of the brand is the original founding company, Estrid Studios AB. Since its inception, the company has attracted significant investment from various venture capital firms to expand its presence across Europe and North America, but it remains an independent entity under the Estrid Studios umbrella.