Estrid Razors

Estrid is a Swedish direct-to-consumer brand founded in 2019 to challenge the traditional shaving industry by offering vegan, cruelty-free razors at a fair price point. The brand was established with an inclusive and sustainability-focused marketing strategy, quickly becoming a significant player in the European personal care market.

While the brand's design and conceptualization take place in Sweden, the manufacturing of the handles and blades is conducted in China to maintain competitive pricing. The company operates as a subscription-based service, though it has recently expanded into physical retail partnerships across Europe. Today, Estrid remains owned by its founding team and various venture capital investors, maintaining its headquarters in Stockholm.