ESTRID The Razor Starter Kit

Estrid is a modern personal care brand that gained significant popularity through its direct-to-consumer model, focusing on vegan and high-quality shaving products. Founded in Stockholm, Sweden, the brand set out to challenge the traditional gender-based pricing (the pink tax) and provide a more sustainable, ethically produced alternative in the shaving industry.

While the brand is headquartered in Sweden, its manufacturing encompasses multiple countries to source specific components. For instance, while high-quality steel for the blades is often sourced from specialized manufacturers in locations like the USA or Sweden, assembly and additional component manufacturing occur across a global supply chain to meet international demand.

Estrid remains an independent, VC-backed company rather than being a subsidiary of a major global conglomerate like Procter & Gamble or Unilever. It continues to operate as Estrid Studios AB, maintaining its focus on the European and North American markets through both its subscription-based online platform and selective retail partnerships.