What Harry's does

Harry's, Inc. is a direct-to-consumer men's grooming company founded in 2013 by Jeff Raider and Andy Mayfield, headquartered in the United States, and structured under the parent Mammoth Brands. The company offers a comprehensive portfolio spanning razors, pre- and post-shave care, facial skincare, body care, hair care, beard care, and, as of October 2025, fragrance. Core SKUs center on two razor systems, Harry's Original (classic two-tone handle, German-engineered blades, flex hinge) and Harry's Plus (premium metal handle with Advanced Pivoting System and 5-blade technology), plus replacement cartridges exclusively compatible with their respective handles; an example 8-blade Plus bundle ships for $31. Manufacturing is vertically integrated through an owned factory in Germany using Swedish steel, which underpins the cost and quality positioning against legacy incumbents such as Gillette.

The business model is D2C-only through harrys.com, with shipping to the US, Canada, the UK, and Germany. Pricing runs from roughly $3 (small shave gel) to $35 (cologne) and up to an annual plan at $77, with a free-shipping threshold at $30 and a 5% sitewide subscription discount. Revenue combines one-time purchases with subscription recurring orders on monthly, bi-monthly, or annual cadences. Acquisition and retention rely on content marketing, email/SMS capture, and organic social. Growth has been pursued via category extension (Scent Labs body washes, Beard Care, Tattoo Frost, Black Lip Balm), brand incubation via in-house vehicle Harry's Labs (which acquired D2C deodorant brand Lumē in December 2021), and adjacencies housed at the Mammoth Brands level (Flamingo for women's care, Coterie for diapers). Capital raised since 2013 exceeds $791 million across multiple Series A through E rounds and post-Series E extensions, most recently a January 2022 filing for $139.9 million led with STORY3 Capital Partners following the earlier Bain Capital/Macquarie-led $155 million Series E in March 2021.

Name

Harry's

Legal name

Harry's, Inc.

Website

https://harrys.com

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

251–500 employees

Short description

Harry's is a direct-to-consumer men's grooming brand selling razors, skincare, body care, hair care, and fragrance online to consumers in the US, Canada, UK, and Germany, using blades manufactured in its own German factory.

Ownership category

akta.pro rank

Product category

Men's Grooming and Personal Care

NAICS

Cosmetics, Beauty Supplies, and Perfume Retailers (456120), Health and Personal Care Retailers (4561)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

Shaving Hardware (Manual & Electric Razors) (CRABAGAA)

akta.pro secondary industries

Shaving Prep & Post-Shave (Creams, Foams, Gels, Aftershaves) (CRABAGAB), Men’s Grooming Tools & Accessories (Brushes, Combs, Scissors, Kits) (CRABAGAJ), Men’s Grooming (Shaving, Beard Care, Aftershave) (CRADANAF), Men’s Haircare (Beard, 2-in-1, Styling) (CRABABAI)

Keywords

• Men's grooming products
• Razors and blades
• Direct-to-consumer shaving
• Personal care products
• Skincare for men

Headquarters

HQ city

New York

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Marketing or Sales

Revenue model

1. Razor and Blade Sales: Harry's generates primary revenue from selling razors, blade refills, and shaving accessories directly to consumers through its e-commerce platform. Products include Harry's Plus premium line and Harry's Original classic line with various pricing points.
2. Subscription/Recurring Revenue: Harry's offers subscription plans that deliver products on a scheduled basis (monthly, every 2 months, or annual) with a 5% discount for subscribers. This provides predictable recurring revenue and reduces customer churn.
3. Multi-Category Expansion: Harry's has expanded beyond core razors into body care (body wash, bar soap, deodorant), skin care (facial cleansers, moisturizers, eye creams), hair care (shampoo, conditioner), and fragrance (cologne collection). These adjacent categories provide additional revenue streams and increase average order value.
4. Brand Acquisitions: Harry's Labs, the in-house incubator, acquires complementary D2C brands like Lumē (deodorant) to expand into new product categories and accelerate growth, contributing to overall revenue diversification.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels5 records

Core offering

Harry's designs, manufactures, and sells men's grooming products direct-to-consumer via harrys.com, with razors and blade cartridges produced in its own German factory and an expanded assortment spanning shave prep and post-shave, facial skincare, body wash, bar soap, deodorant, beard care, hair care, lip and tattoo care, and a Cologne Collection launched in October 2025. Customers can buy individual products, curated bundles (Starter Sets, Value Packs), or recurring subscription plans that deliver blades and shave gel on a scheduled cadence at a 5% discount, with free shipping on orders over $30.

Product overview

Harry's is a direct-to-consumer men's grooming company offering a comprehensive portfolio of shaving, skincare, body care, and hair care products at accessible prices. The core product lines include two distinct razor systems: Harry's Plus (premium tier with metal handle, Advanced Pivoting System, and 5-blade technology) and Harry's Original (classic two-tone handle with German-engineered blades). These are supported by an extensive range of pre-shave products (Shave Gel, Shave Cream), post-shave care (Post-Shave Balm, Post-Shave Mist), facial skincare (Hydrating Facial Cleanser, Exfoliating Facial Cleanser, Balancing Toner, Daily Facial Lotion SPF 15, Hydrating Night Lotion, Cooling Eye Kit, Brightening Eye Cream), body products (Body Wash, Bar Soap, Deodorant), beard care (Beard & Face Wash, Beard Conditioning Spray), hair care (2 in 1 Shampoo & Conditioner, Anti-Dandruff Shampoo), and fragrance (Cologne Collection with Moonrise, Cowboy Classic, and Kin scents). The company also offers various bundles and subscription plans, with products formulated without parabens or sulfates and cruelty-free testing. In 2021, Harry's Labs acquired Lumē, a D2C deodorant brand, as part of its multi-category CPG expansion strategy.

Differentiator

Problem solved

Functional benefit

Brands

• Harry's Plus: Premium shaving line featuring advanced pivoting system and 5-blade technology for maximum comfort.
• Harry's Original
• Scent Labs
• Flamingo

Products and services

• Harry's Plus Razor System Premium men's razor system with a weighty metal handle with matte finish, Advanced Pivoting 5-blade cartridge, and lubricating strip; sold direct-to-consumer with blade refills and bundles available only on harrys.com.
• Harry's Original Razor System Classic men's razor system with two-tone ergonomic handle, German-engineered blade cartridges with flex hinge and lubricating strip; multiple color options available direct-to-consumer.
• Harry's Plus Blade Refills Replacement 5-blade cartridges for the Harry's Plus razor with Advanced Pivoting System, lubricating strip with aloe, and compact cartridge design; compatible only with Harry's Plus handles.
• Harry's Original Blade Refills Replacement German-engineered cartridges for the Harry's Original razor, made from high-quality Swedish steel with flex hinge and lubricating strip for facial contour following.
• Shave Gel Paraben-free, sulfate-free foaming shave gel with aloe that creates rich lather, lifts hair, and soothes skin during shaving; dermatologist tested.
• Shave Cream Rich conditioning shave cream with essential oils of eucalyptus and mint and aloe vera that cushions and softens beard for a closer shave.
• Post-Shave Balm Aloe vera-based post-shave balm that cools and moisturizes skin after shaving with a quick-drying, non-shiny finish.
• Post-Shave Mist Alcohol-free extra-fine post-shave mist that immediately cools, refreshes, and hydrates skin to prevent irritation.
• Hydrating Facial Cleanser Foamy facial cleanser with 10% glycerin that cleanses without stripping natural oils, delivering 24-hour hydration; dermatologist tested and non-comedogenic.
• Exfoliating Facial Cleanser Facial cleanser with volcanic rock exfoliant that removes impurities without drying; formulated with eucalyptus and peppermint; no parabens, sulfates, or alcohol.
• Balancing Facial Toner Alcohol-free toner with witch hazel and subtle eucalyptus scent that preps skin to lock in nourishment between cleansing and moisturizing.
• Daily Facial Lotion SPF 15 Lightweight, non-greasy daily facial moisturizer with broad-spectrum mineral SPF 15, shea butter, and mint; dermatologist tested.
• Hydrating Night Lotion Lightweight overnight moisturizer with niacinamide to promote radiance and deep hydration, enhanced with calming chamomile; no alcohol or parabens.
• Cooling Eye Kit Depuffing kit combining a cooling eye stick with a weighted zinc Facial Massage Tool, formulated with seawater, caffeine, and aloe; fragrance- and alcohol-free.
• Brightening Eye Cream Lightweight botanical eye cream that instantly refreshes the under-eye area and reduces the look of dark circles with continued use; ophthalmologist and dermatologist tested.
• Anti-Shine Stick Pocket-size matte finish stick that instantly reduces shine and absorbs excess oil, formulated with sea fennel extract.
• Stone Body Wash Body wash in multiple scents (Stone and others) made by a family-owned French fragrance house, with a thick, sudsy, non-stripping formula that leaves skin soft and conditioned.
• Bar Soap Bar soap that produces rich lather and gently cleanses skin; available in Stone, Redwood, and Wildlands scents.
• Beard & Face Wash Beard cleanser that gently cleans facial hair and exfoliates skin; non-drying, non-stripping formula with subtle citrus and cedar scent.
• Beard Conditioning Spray Leave-in beard conditioner that softens, conditions, and tames facial hair while nourishing the skin underneath; lightweight, non-greasy formula.
• 2 in 1 Shampoo & Conditioner Combined shampoo and conditioner for gentle cleansing, hydration, and conditioning in one step; high-foaming formula without parabens or sulfates.
• Extra Strength Anti-Dandruff Shampoo & Conditioner Anti-dandruff shampoo and conditioner combination that treats dandruff while cleansing and conditioning hair.
• Black Lip Balm Lip balm built on Korean skincare technology with a clear matte formula and meadowfoam oil for hydration without heaviness; Men's Health recognized.
• Tattoo Frost Tattoo care product that keeps tattoos looking vibrant and fresh; winner of Esquire Grooming Awards.
• Harry's Cologne Collection First permanent Harry's fragrance line with three scents (Moonrise, Cowboy Classic, Kin) developed in partnership with French fragrance house Mane; weighted aluminum cap and frosted glass bottle priced at $35.
• Harry's Plus Starter Set Entry-level Harry's Plus bundle including razor handle, one blade cartridge, 2oz Foaming Shave Gel, and travel cover; premium metal handle with matte finish.
• Harry's Plus Value Pack Value bundle pairing the Harry's Plus premium metal handle with five German-engineered 5-blade cartridges featuring the Advanced Pivoting System.
• Harry's Plus 8 Blades & 1 Gel Bundle with eight German-engineered 5-blade cartridges and one 6.7oz Foaming Shave Gel for extended supply.
• Harry's Plus Annual Plan Annual subscription bundle with 24 Harry's Plus blade cartridges and 2 Foaming Shave Gels, delivering savings versus individual purchases.
• Harry's Plus Razor Stand Silver cylindrical stand that keeps the Harry's Plus razor upright and dry to help blades stay sharp longer; minimal space-saving design.

Quantifiable outcome

• Harry's Plus blades last twice as long as previous models according to customer reviews
• +1 more outcomes

Segments2 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Three partnerships are on record, tiered core and minor.

• Mane (French Fragrance House)coreStrategic or Co-development Partner · 6 October 2025Harry's launched its first-ever cologne collection in October 2025, developed in partnership with French fragrance house Mane. The partnership combines Mane's premium fragrance craftsmanship with Harry's brand distribution, resulting in three colognes (Moonrise, Cowboy Classic, and Kin) priced at $35 each.
• Lumē (Acquired Brand)minorStrategic or Co-development Partner · 13 December 2021Harry's Labs, the in-house incubator of Harry's Inc., acquired Lumē, a direct-to-consumer deodorant brand, as part of its strategy to build a multi-category consumer packaged goods company. The acquisition was motivated by Lumē's product-market fit and consumer popularity.
• Mammoth BrandscoreStrategic or Co-development PartnerMammoth Brands, positioned as a disruptor in the consumer packaged goods space, was founded by the creators of Harry's over a decade ago. The company is acquiring up-and-coming brands like Coterie diapers and leveraging direct-to-consumer strategies to gain retail shelf space against legacy competitors.

Scale indicators6 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• Dollar Shave Club: The original D2C razor subscription brand, founded in 2011 and acquired by Unilever in 2016. It is the closest direct peer to Harry's along product (razors/blades), target customer (men), business model (D2C subscription), and go-to-market motion.
• Billie: D2C women's body and shaving brand acquired by P&G. Highly comparable to Harry's in D2C business model and in being a sister-brand-acquired-by-incumbent in the women's grooming category that Harry's targets via Flamingo.
• Bevel: D2C men's grooming brand founded by Tristan Walker, originally focused on shaving products for men of color and acquired by P&G. It is a direct D2C peer in men's shaving/grooming with comparable target customer and business model.
• Walker & Co. Parent of Bevel and other brands serving underrepresented consumers, acquired by P&G. Directly comparable as a D2C men's grooming platform that was acquired by a Big CPG incumbent to neutralize disruption.

Broad incumbents

• Gillette: Legacy global shaving brand owned by Procter & Gamble, dominating the manual and electric razor category that Harry's disrupts. It is the broad incumbent against which Harry's explicitly positions its 'fair price' value proposition.
• Every Man Jack: Established men's grooming brand offering deodorant, body wash, shampoo, and shave care across retail and D2C. Comparable as a multi-category men's grooming competitor, though broader in retail distribution than Harry's.
• Schick: Second major legacy razor brand owned by Edgewell Personal Care, competing with Harry's across manual and women's razor systems. It is a broad incumbent competing in the same core category from a retail-heavy distribution model.

Emerging players

• Dr. Squatch: D2C men's personal care brand (soap, deodorant, cologne) recently acquired by Unilever. It is an emerging D2C peer operating in the same men's grooming category with a similar digital-first, brand-led approach.
• Caldera + Lab: D2C men's skincare and grooming brand identified alongside Harry's as a key player in the men's grooming market. Comparable as an emerging player competing for the same digitally native male consumer with category-adjacent offerings.
• Cremo: Men's grooming brand with strong retail presence across shave, body, beard, and fragrance categories. Comparable as an emerging player competing in adjacent categories Harry's is expanding into.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/harrys
• Facebookfacebook.com/hapostrophe
• LinkedInlinkedin.com/company/harrysinc

Revenue estimate

Valuation estimate

Number of profiles

Profiles12 records

Subsidiaries3 records

Funding overview

Funding rounds12 records

Investors23 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A2 records

Investments5 records

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Harry's