Estrid Razor

Estrid is a modern personal care brand that gained significant popularity through its direct-to-consumer subscription model, focusing on vegan, cruelty-free shaving products. Founded in Stockholm, Sweden, the brand was created to challenge traditional gender-based pricing in the razor industry and provide a high-quality, aesthetic alternative to legacy brands.

While the brand's design, marketing, and corporate headquarters are located in Sweden, the physical manufacturing of the razors and steel blades takes place in China. This is a common practice for contemporary grooming brands to ensure scalability and maintain competitive pricing for their global customer base.

The brand remains under the ultimate ownership of its founding entity, Estrid Studios AB. In recent years, the company has successfully expanded its retail presence beyond digital subscriptions into major physical retailers across Europe, establishing itself as a dominant force in the modern body care market.