Estmn
Estrid is a Stockholm-based direct-to-consumer personal care brand selling vegan razors, refillable deodorant, and body care products on a subscription model to consumers across 16 European markets, both online and via 10,000+ retail doors.
- Company typePrivate
- Founded2019
- HeadquartersStockholm, Sweden
- Headcount51–100
- GTM typeB2C
- OfferingHardware or Manufacturing
What Estmn does
Estrid Studios AB is a privately held direct-to-consumer personal care company founded in Stockholm in 2019 by Amanda Westerbom, Alan Aygun, and CEO Ben. The company designs, sells, and distributes a vegan, dermatologist-approved product portfolio centered on multi-blade razors and an expanding body care ecosystem, including a refillable antiperspirant, a "Petal Soft" collection of exfoliant, shave cream, and gel cream, and a line of at-home vegan wax kits. Core product technology is a five-blade stainless steel cartridge with a proprietary vegan hydration strip containing Shea Butter and Aloe, paired with a handle carrying a lifetime guarantee, plus formulation IP in comfort glide technology, multi-peptide blends, and a dual buffing complex exfoliant.
The business runs on a subscription-first DTC model via a Shopify-powered storefront at estrid.com, offering blade refills every 30, 60, or 90 days with up to 33% savings versus one-time purchase, plus an omnichannel retail footprint exceeding 10,000 doors across 16 European markets through tier-1 partners including Boots, Sainsbury's, Superdrug, Tesco, H&M, Douglas, DM, Apotek Hjärtat, Rossmann, and &Other Stories. Pricing is low-ticket (EUR 9.95 starter kit, EUR 11.95 per 4-blade refill, EUR 14.95 deodorant), with free climate-compensated shipping for subscribers, a 100% money-back guarantee within 30 days, and flexible pause/skip/cancel mechanics.
Estrid has scaled from a three-person founding team to 70–80+ employees across Stockholm headquarters and a London office, serving 1M+ subscribers and 3M+ cumulative customers with 80M+ blades sold to date and a current cadence of approximately one blade shipped every two seconds. The company has raised approximately USD 28.4M across a 2020 round from Camsten AB and Kichi Invest and a 2022 growth round led by Gilion. Brand positioning is differentiated by inclusive, body-positive messaging, vegan and cruelty-free certification, and editorial validation from Vogue, Cosmopolitan, Elle, and Dazed, positioning Estrid as a challenger to incumbent razor brands across Europe.
Estmn firmographics
Firmographics- Name
- Estmn
- Legal name
- Estrid Studios AB
- Website
- https://estrid.com
- Company type
- Private
- Founded year
- 2019
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Estrid is a Stockholm-based direct-to-consumer personal care brand selling vegan razors, refillable deodorant, and body care products on a subscription model to consumers across 16 European markets, both online and via 10,000+ retail doors.
- Ownership category
- akta.pro rank
Estmn industry classification
Industry- Product category
- Personal Care (Razors and Body Care)
- NAICS
- Cosmetics, Beauty Supplies, and Perfume Retailers (456120), Health and Personal Care Retailers (456)
- SIC
- Perfumes, Cosmetics & Other Toilet Preparations (2844), Soap, Detergents, Cleang Preparations, Perfumes, Cosmetics (2840)
- akta.pro primary industry
- Waxing & Depilatory Professional Products (CRABALAH)
- akta.pro secondary industries
- Deodorants & Antiperspirants (CRADANAA), Natural/Organic & Clean Skincare (CRABAAAH)
Keywords
Where Estmn is headquartered
LocationHeadquarters
- HQ city
- Stockholm
- HQ country
- Sweden
- HQ region
- Europe
Offices2 records
Markets served
Estmn business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Personnel, Marketing or Sales, Technology or R&D, Operations
Revenue model
- Razor and blade subscriptions: Subscription model delivering razor blades every 30, 60, or 90 days. First refill arrives 21 days after purchase. Customers can pause, skip, or cancel anytime. Razor Starter Kit includes handle, wall holder, and initial blade cartridge. Refills include 4 blade cartridges per delivery.
- One-time product purchases: Individual product purchases available for razors, deodorant, body care products, accessories (travel cases, scrunchies, caps), and wax kits. One-time purchase option with no subscription required.
- Deodorant subscription: Subscription for refillable antiperspirant delivering 3 liquid refills per shipment at customer's chosen interval (30, 60, or 90 days).
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Body Razor Starter Kit with subscription |
| One time/ perpetual license | Pay-as-you-go | Body Razor Starter Kit one-time purchase |
| Subscription | Monthly | Refillable Antiperspirant |
| Unit Pricing | Pay-as-you-go | Body Care Trio |
| Unit Pricing | Monthly | Body Razor Blades (refills) |
| Subscription | Pay-as-you-go | Gift subscription |
| Subscription | Monthly | Face Razor Starter Kit |
| Unit Pricing | Pay-as-you-go | Merchandise and accessories |
| Unit Pricing | Pay-as-you-go | Body wax collections |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels8 records
Estmn product offering
Product offeringCore offering
Estrid designs, sells, and ships vegan, dermatologist-approved personal care products — primarily multi-blade razors, replacement blade cartridges, refillable antiperspirant, body care (exfoliant, shave cream, gel cream), and at-home waxing kits — directly to consumers through a subscription-first model (30/60/90-day refills) with free climate-compensated shipping, alongside one-time purchases via estrid.com and 10,000+ European retail doors.
Product overview
Estrid is a direct-to-consumer vegan hair removal and body care brand offering a subscription-based product ecosystem. The core offering consists of multi-blade razors (for body and face) with replaceable blade cartridges and a refillable antiperspirant. Supporting the shaving category are body care products under the 'Petal Soft' collection including exfoliant, shave cream, and gel cream. The portfolio also extends to at-home waxing kits (face, bikini/underarm, body) and branded merchandise (travel cases, caps, scrunchies, barrettes, eye patches). Products are primarily sold through subscription with free climate-compensated shipping, offering savings up to 33% versus one-time purchases. The business operates across 16 markets in Europe, with retail presence in over 10,000 doors including pharmacies, supermarkets, and fashion retailers.
Differentiator
Problem solved
Functional benefit
Products and services
- The Body Razor Starter Kit Vegan razor starter kit for body hair: stainless steel handle (lifetime guarantee), one five-blade cartridge with vegan hydration strip (Shea Butter and Aloe), and matching wall holder. Designed for sensitive skin.
- Body Razor Blades Replacement five-blade stainless steel razor cartridges with vegan hydration strip for body shaving. Available as subscription (4 blades per delivery every 30/60/90 days) or one-time purchase.
- The Refillable Antiperspirant Refillable antiperspirant with 48-hour sweat and odour protection, no white marks or yellow stains, in fragrances including Blushing Dew, Lush Leaf, and Soft Surf. Available as a subscription with 3 liquid refills per shipment.
- The Face Razor Starter Kit Precision face razor kit with five blades, built-in precision trimmer for sideburns, comfort guard, and vegan lubricating strip. Includes steel handle (lifetime guarantee) and wall holder.
- Face Razor Blades Replacement cartridges for the face razor, with precision trimmer for detailed facial grooming.
- The Mini Razor & Case Set Compact travel razor with protective case for portable grooming needs.
- The Precision Razor Multitasking face razor tool that removes facial fuzz and exfoliates skin, stimulating cell turnover for improved skincare absorption.
- The Body Exfoliant Gentle skin-smoothing body exfoliant with dual buffing complex (lava rock, bamboo stem, avocado oil) that preps skin for shaving. Rhubarb, lychee, and rose petal scent.
- The Shave Cream Cushiony shave cream with comfort glide technology, shea butter, and niacinamide for smooth protective glide; hydrates while shaving and reduces irritation.
- The Body Gel Cream Lightweight gel cream with multi-peptide blend and peony extract for deep hydration and skin softening. Soothes post-shave skin.
- The Ultimate Shave Gel for Face Shave gel specifically formulated for facial shaving as part of Estrid's face care line.
- The Vegan Face Wax Kit At-home vegan facial waxing kit for upper lip and other facial hair removal.
- The Vegan Bikini & Underarm Wax Kit At-home vegan waxing kit for bikini line and underarm hair removal.
- The Vegan Body Wax Kit At-home vegan body waxing kit for leg and full body hair removal.
- The Complete Body Wax Collection Complete collection of Estrid body wax products bundled for at-home hair removal across the body (20% savings vs individual purchase).
- Your Body Care Trio Bundle of the Petal Soft collection: Body Exfoliant, Shave Cream, and Body Gel Cream — a complete prep-shave-moisturise body care routine.
- Your Shaving Essentials Bundle of the Body Razor Starter Kit with the Petal Soft body care routine (Exfoliant, Shave Cream, Body Gel Cream).
- Your Shave & Shower Routine Complete body care collection plus the Body Razor Starter Kit, marketed for sensitive skin shavers avoiding ingrowns and irritation.
- The Smooth & Fresh Set Bundle pairing the Body Razor Starter Kit with the Refillable Antiperspirant in matched fragrance combinations.
- The Travel Case Washable silicone razor travel case with open sides for ventilation. Sized to fit Estrid razors.
- The Cap Branded cap from the estrid extras summer merchandise collection.
- Stash Scrunchie Branded hair scrunchie available in Onyx and Pink.
- Barrettes Branded hair barrettes from the estrid extras summer merchandise collection.
- Eye Patches Branded eye patches in 'Get Naked' and 'Out of Office' designs, part of the estrid extras collection.
- The Razor Gift Subscription Gift subscription to Estrid razor blades; recipient receives regular blade deliveries with subscription benefits including free shipping and money-back guarantee. Priced at 25 EUR.
Quantifiable outcome
- 80+ million blades sold to date
- +5 more outcomes
Companies that use Estmn
Customer profileNamed customers4 records
Segments4 records
Ideal customer profiles2 records
Estmn technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration13 records
Feature4 records
Estmn partnerships and signals
Strategic signalPartnerships
15 partnerships are on record, tiered core, minor and major.
- ShopifycoreE-commerce platform provider powering estrid.com website and storefront. Handles payment processing, order management, and subscription functionality.
- PayPal, ShopPay, Google Pay, Apple PaycorePayment processing partners integrated at checkout. Allow customers to complete purchases using various digital payment methods.
- Google Analytics / Meta (Facebook/Instagram)minorDigital advertising partners for paid marketing campaigns. Google and Meta platforms used for targeted advertising to reach potential customers.
- BootsmajorUK health and beauty retailer with online presence and selected physical stores. Estrid products available through Boots online and in selected stores in Ireland.
- Sainsbury'smajorMajor UK supermarket chain. Estrid products available online and in selected Sainsbury's stores.
- SuperdrugmajorUK health and beauty retailer. Estrid products available through Superdrug online and selected stores.
- TescomajorUK supermarket giant. Estrid products available online through Tesco.
- H&MmajorInternational fashion retailer with presence in Denmark and Germany. Estrid products available through H&M online and selected stores.
- DouglasmajorEuropean beauty retailer with presence in Netherlands, Poland, and other markets. Estrid products available through Douglas online and selected stores.
- Apotek HjärtatmajorSwedish pharmacy chain. Estrid products available online and in selected stores throughout Sweden.
- &Other StoriesminorSwedish fashion accessories brand. Estrid products available in all &Other Stories stores in Austria, Belgium, and Denmark.
- DM DrogeriemarktmajorGerman drugstore chain. Estrid products available in all DM stores and online in Austria and Germany.
- RossmannminorGerman and Swiss drugstore chain. Estrid products available in all Rossmann stores and online in Germany and selected stores in Switzerland.
- Mainfreight WarehousingcoreUK returns and logistics partner. Returns address for UK and Republic of Ireland customers: Mainfreight Warehousing, Unit 3, Tungsten Park, Bardon Road, Coalville, LE67 4BL, United Kingdom
- Alva LabsminorRecruitment assessment provider used during hiring process. Logical and personality assessments provided through Alva Labs as part of screening process.
Scale indicators7 records
Recent moves6 records
Expansion highlights6 records
Estmn competitors and assessment
Company assessmentDirect peers
- Billie: DTC women's razor subscription brand launched 2017 with a Body Razor Starter Kit and blade refill subscription; acquired by Procter & Gamble in 2021. Direct competitor to Estrid in the women-focused subscription razor category, with overlapping design language and DTC-led GTM.
- Fussy: UK-based refillable natural deodorant subscription brand offering plastic-free refills on a recurring cadence. Closest comparable to Estrid's Refillable Antiperspirant line on product format and subscription mechanics in the same UK/European market.
- Wild: UK refillable deodorant brand with subscription refills and direct-to-consumer DTC. Closely mirrors Estrid's deodorant strategy (refillable case + subscription refills) and competes in overlapping UK/European retail and online channels.
- Flamingo: Women's body-care and hair-removal brand owned by Harry's offering razors, waxing products and body care. Direct competitor to Estrid on razors and body hair removal positioning targeting women.
- Myro: DTC refillable deodorant brand with subscription refills and natural scents, founded 2017 and acquired by Procter & Gamble. Closely mirrors Estrid's Refillable Antiperspirant subscription format and pricing.
- Native: DTC natural personal-care brand offering deodorant, body wash, toothpaste and bar soap with subscription-friendly pricing. Comparable to Estrid's deodorant and body-care portfolio with similar natural/clean positioning and DTC growth model.
- Oui Shave: DTC women's razor subscription brand offering starter kits and blade refills direct-to-consumer. Direct competitor to Estrid's Body Razor Starter Kit and recurring blade refill subscription model.
Broad incumbents
- Harry's: Pioneer DTC men's razor subscription brand that expanded into women's care via Flamingo and was acquired by Edgewell Personal Care. Comparable to Estrid on razor subscription mechanics and category expansion strategy, but serves men/women more broadly and is at much larger scale.
- Dollar Shave Club: Original DTC razor subscription brand (acquired by Unilever). Compares to Estrid on razor subscription model and GTM, but broader portfolio (men's, women's, body care) and serves primarily US market.
Regional players
- TBCo: UK-based sustainability-focused refillable personal care brand offering shampoo bars, conditioner, body wash, deodorant. Comparable to Estrid's refillable, sustainability-positioned personal care strategy in the European market with overlapping retailer presence.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Estmn social profiles
Digital presenceEstmn financial estimates
Financial estimateRevenue estimate
Valuation estimate
Estmn leadership team
Management profileNumber of profiles
Profiles3 records
Estmn funding detail
Funding detailFunding overview
Funding rounds2 records
Investors3 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Estmn M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Estmn
What does Estmn do?
Estrid designs, sells, and ships vegan, dermatologist-approved personal care products — primarily multi-blade razors, replacement blade cartridges, refillable antiperspirant, body care (exfoliant, shave cream, gel cream), and at-home waxing kits — directly to consumers through a subscription-first model (30/60/90-day refills) with free climate-compensated shipping, alongside one-time purchases via estrid.com and 10,000+ European retail doors.
Is Estmn a public or private company?
Estmn is a private company. It is classified as venture growth investor backed and is currently operating.
When was Estmn founded?
Estmn was founded in 2019. It employs 51 to 100 people.
Where is Estmn based?
Estmn is headquartered in Stockholm, Sweden, in the Europe region.
How does Estmn make money?
Three revenue lines are on record. Razor and blade subscriptions are the primary driver. The others are one-time product purchases and deodorant subscription.
Who are Estmn's main competitors?
Direct peers on record are Billie, Fussy, Wild, Flamingo, Myro, Native and Oui Shave. Broad incumbents are Harry's and Dollar Shave Club. TBCo is listed as a regional player.
Does Estmn have an API?
No public API is recorded for Estmn.
What industry is Estmn in?
Estmn's product category is Personal Care (Razors and Body Care). Its primary akta.pro industry code is CRABALAH, Waxing & Depilatory Professional Products, with a secondary code of CRADANAA, Deodorants & Antiperspirants. Its NAICS code is 456120 and its SIC code is 2844.