Shave, If You Want To

Estrid is a subscription shaving service that is body-positive, vegan and cruelty-free.

The brand encourages shaving as a choice, encouraging people to do it as they want to, not due to societal pressures. The razors are made cruelty-free without any animal-based ingredients in the hydrating strips. To set up a subscription, customers pick a colour and how often they want the razors delivered with shipping to the UK, Germany, Sweden, Norway, Denmark, Finland, Austria, Poland, the Netherlands, Belgium and Ireland. Estrid offers climate-compensated shipping by partnering with Tricorona, which works on projects such as installing green energy systems in India and planting trees in Panama.

Consumers' attitudes towards beauty are shifting to become more inclusive and body-positive, with people embracing things like freckles, scars and body hair. Brands are keeping themselves relevant by adapting to these changing ideas of beauty with many beauty and personal care brands emphasising confidence, self-expression and self-pampering instead of trying to conform to conventional and unrealistic beauty standards. By carving themselves a specific identity with a clear message and values that consumers can more easily relate to, brands can stand out and remain memorable.

With consumers celebrating self-expression, diversity and individualism, beauty brands must move away from messaging that could be seen as shaming or pressuring. Instead brands can encourage consumers to find their own idea of beauty by showing realistic bodies and diverse people in their marketing. With the pandemic limiting social interaction in public and changing beauty and personal care routines, consumers will come to more strongly question what kind of beauty routines they enjoy for themselves, and what they have been doing simply to conform to social expectations. This will cause brands to double-down on the idea of using such products as a form of pampering and self-care to remain relevant.