What Athena Club does

Athena Club, founded in 2017 and headquartered in New York, is a private omnichannel consumer packaged goods (CPG) company specializing in women's personal care products, including razors, body wash, body lotion, hair and body mists, deodorant, and shower oils. Its proprietary technology centers on a 5% fragrance oil formula in hair and body mists — nearly double the industry standard of 2.5-3% — and an oil-to-foam shower oil technology with 40%+ glycerin content. The company also offers a magnetic-hook subscription razor handle with blade refills delivered every 2, 3, or 4 months at $2.50-$3.00 per blade, and bundled sets ranging from $26 to $120 that span multiple product categories.

Athena Club operates a direct-to-consumer (DTC) e-commerce model through its owned Shopify storefront at athenaclub.com, shipping to the United States and Canada with free shipping on orders over $50. Revenue is generated through one-time purchases, subscription/auto-refill programs (offering 6-8% discounts), and bundled product sets. Pricing spans $10 for entry items like the Razor Kit or All Over Deo, $15-$16 for individual hair and body mists, $26-$46 for multi-product sets, and $120 for the Complete Mist Collection. The company has secured brand recognition through press features in New York Magazine (named 'Best women's razor overall'), Forbes, and InStyle, with consistently high customer ratings of 4.7-5.0 stars.

The company has raised approximately $52.3M-$54.3M across three funding events: a $3.8M seed round in July 2018 (Cue Ball, Desmarais Group), a $15M Form D exempt offering reported May 2021 (with Artis Ventures participation), and a $33.5M SEC exempt offering filed in January 2024. It is led by co-founders Charles Desmarais and Maria Markina as co-CEOs, alongside founder Allie Griswold. Athena Club maintains a related brand, House of Atlas, addressing the men's personal care segment via a shared ownership structure.

Name

Athena Club

Legal name

Athena Club Holdings, Inc.

Website

https://athenaclub.com

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

11–50 employees

Short description

Athena Club is a private, New York-based direct-to-consumer women's personal care brand selling razors, body care, and fine fragrance products via its owned e-commerce site, generating revenue through one-time purchases, subscription auto-refills, and bundled sets primarily to individual female consumers in the US and Canada.

Ownership category

akta.pro rank

Product category

Women's Personal Care

NAICS

Health and Personal Care Retailers (4561)

akta.pro primary industry

Feminine Care Applicators & Accessories (CRABAIAO)

Keywords

• Women's personal care
• Subscription razors
• Body care products
• Fine fragrance mists
• Direct-to-consumer beauty

Headquarters

HQ city

New York

HQ country

United States

HQ region

North America

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Marketing or Sales, Personnel, Operations, Technology or R&D

Revenue model

1. Direct E-commerce Sales: Primary revenue stream through owned e-commerce website selling body care, fragrance, and personal grooming products. Products sold as one-time purchases or through subscription auto-refill plans.
2. Subscription/Auto-Refill: Subscription model for razor blade refills and auto-replenishment of body care products. Customers select delivery frequency (2, 3, or 4 months) and receive discounted pricing (6-8% off) with convenience of automatic delivery.
3. Product Sets and Bundles: Bundled product sets (Daily Refresh Set, Full Body Fragrance Routine, Essential Shave Set) offering multiple products at discounted prices compared to individual purchases.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels5 records

Core offering

Athena Club is a women's personal care brand that sells its own line of razors, hair and body mists, body lotions, body washes, shower oils, and aluminum-free deodorants through its direct-to-consumer e-commerce site. The company runs a subscription auto-refill model (blade refills every 2–4 months and body care refills every 2, 3, or 4 months) alongside one-time purchases and bundled routine sets such as the Daily Refresh Set, Full Body Fragrance Routine, and Essential Shave Set.

Differentiator

Problem solved

Functional benefit

Products and services

• Athena Club Razor Kit Women's razor with a magnetic-hook handle available in colors including Rose, Pool Party, Lilac, Stardust, Super Pink, Tropical Pop, Mint, and Sugar Plum. Sold as a one-time unit for $10.00, designed to be paired with subscription blade refills; recognized as 'Best women's razor overall' by New York Magazine.
• Blade Refills Subscription Recurring subscription for 8-blade refill cartridges delivered every 2, 3, or 4 months at $3.00/blade, or as a 24-blade annual plan at $2.50/blade. Designed for Athena Club Razor Kit owners seeking convenience and lower per-blade cost.
• Hair & Body Mist Fragrance mist for hair and body formulated with 5% fragrance oil concentration (nearly double the industry standard), available in scents including Golden Vanilla, Love Letter, Super Pink, Amber Hours, Salted Sunset, and First Blush. Sold as one-time purchase ($16.00) or auto-refill subscription ($15.00, 6% savings) delivered every 2, 3, or 4 months.
• Skin Perfecting Body Lotion Body lotion available in matching scents (Golden Vanilla, Love Letter, Super Pink, Salted Sunset, Amber Hours, Petal Bloom) for fragrance layering with the Hair & Body Mist line. Priced at $11–$12 per unit.
• Skin Replenishing Body Wash Cleansing body wash sold in scent variants including Golden Vanilla, Love Letter, and Super Pink; rated 4.9–5.0 stars and identified as a bestseller on the Athena Club storefront.
• Glow Restore Shower Oil Shower oil that transforms from a silky oil to a creamy lather on contact with water, powered by over 40% glycerin and nourishing oils to cleanse without stripping the skin. Available in Almond Crème and Salted Sunset variants.
• All Over Deo Aluminum- and baking soda-free natural deodorant delivering 48-hour odor protection, sold at $10.00 per unit for women seeking clean deodorant alternatives.
• Full Body Deo Dry-Spray Dry-spray deodorant designed for whole-body odor protection with 24-hour odor control, packaged as part of the Daily Refresh Set bundle.
• Full Body Fragrance Routine Four-piece scent-routine bundle including Body Wash, Body Lotion, All Over Deo, and Hair & Body Mist, available in scents such as Love Letter. Priced at $46.00 versus a $50.00 regular price.
• Daily Refresh Set Bundle including All Over Deo, Skin Replenishing Body Wash, and Full Body Deo Dry-Spray, priced at $32.00 (regularly $34.00). Available in Super Pink and other scents.
• Essential Shave Set Bundle pairing the Athena Club Razor Kit handle with 8 blade refills, priced at $32.00 (regularly $36.00), designed as an entry into the shaving subscription ecosystem.
• Lotion and Mist Duo Two-piece duo pairing the Skin Perfecting Body Lotion and Hair & Body Mist in a matching scent (e.g., Golden Vanilla), priced at $26.00 (regularly $28.00).
• Complete Mist Collection Full-size collection of all 8 Hair & Body Mist fragrances, priced at $120.00 (regularly $128.00), positioned as the complete scent wardrobe.

Quantifiable outcome

• 48-hour odor protection from natural deodorants
• +2 more outcomes

Named customers2 records

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

One partnership is on record.

• House of AtlasminorOthersHouse of Atlas is a related brand offering men's personal care and grooming products. Athena Club links to houseofatlas.com from its website under 'Shop Men's', indicating a shared ownership or corporate relationship between the two brands targeting different consumer segments.

Scale indicators2 records

Recent moves6 records

Expansion highlights4 records

Market position

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/athena_club
• Facebookfacebook.com/AthenaClub17
• LinkedInlinkedin.com/company/athenaclub

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds3 records

Investors3 records

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

M&A

Investments

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

Frequently asked questions about Athena Club