Boldking

What Boldking does

Boldking is an Amsterdam-headquartered, Netherlands-domiciled direct-to-consumer grooming and personal care brand founded in 2013, operating across 12 European countries. The company sells primarily through its Shopify-powered e-commerce site, supplemented by retail partnerships with Etos, Albert Heijn, BIPA and Amazon. Its product portfolio spans flexible-blade razors (Regular, Sensitive, Really Sensitive), foaming shave gels in air-powered recyclable PET cans, aftershave creams in bio-plastic sugarcane tubes, face care (face wash, hydrating face cream, SPF face cream, face scrub), body care (aluminum-free deodorants, shower foam, body wash), hair care (vegan anti-dandruff shampoo, hydrating conditioner), travel accessories, and a basics line (t-shirts, boxers).

The company's technical core is its proprietary flexible-blade architecture, in which blades twist and bend to follow body contours, paired with an ergonomic anti-slip handle incorporating a suction cup for in-shower storage. The product portfolio is supported by a sustainability architecture including a prepaid recycling envelope (up to 12 used blades) and the Travel Cap, a circular product manufactured from recycled Boldking cartridges.

Boldking's business model is product-led growth combined with subscription recurring revenue. The BoldkingRepeat service delivers blades and adjacent products on customer-defined cadences (every 2, 3, 4 or 5 months) at a 20% subscription discount with free shipping on blades. One-time purchases and bundles (Multipack Plus, BoldBundle, Aftershave multipacks) supplement the recurring engine, with unit pricing typically in the €5-€35 range and free shipping over €29. The company has raised approximately $11M across seed and Series 2 stages (notably JamJar Investments and Slingshot Ventures in 2019), employs 11-50 people, and is led by co-founders Rochdi Darrazi (CEO) and Tibo Thijs Diepenhorst. Target customers span men seeking quality grooming and women using the Really Sensitive line for intimate and body grooming.

Name

Boldking

Legal name

Boldking

Website

https://boldking.com

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

11–50 employees

Short description

Amsterdam-based direct-to-consumer grooming brand founded in 2013, selling flexible-blade razors, shave gels, face, body and hair care, and basics across 12 European countries via DTC e-commerce, the BoldkingRepeat subscription, and retail partners.

Ownership category

akta.pro rank

Product category

Personal Care and Grooming Products

NAICS

Cosmetics, Beauty Supplies, and Perfume Retailers (456120)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

Body Grooming & Hair Removal (Trimmers, Depilatories, Body Shave) (CRABAGAF)

akta.pro secondary industry

Shaving Prep & Post-Shave (Creams, Foams, Gels, Aftershaves) (CRABAGAB)

Keywords

• Personal grooming products
• Flexible razor blades
• Shaving subscription service
• Men's grooming
• Sustainable personal care

Headquarters

HQ city

Amsterdam

HQ country

Netherlands

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Product Sales (One-time): Direct e-commerce sales of razors, blades, shaving gels, aftershaves, body care, hair care, and accessories. Customers purchase individual products or bundles at listed prices.
2. BoldkingRepeat Subscription: Recurring subscription service delivering blades and other products on customer-defined schedules (every 2-5 months). Provides 20% discount on all subscribed products plus free shipping on blades. Creates predictable recurring revenue and customer lock-in.
3. Bundles and Multi-packs: Value bundles offering multiple products at discounted prices (e.g., Multipack Plus, BoldBundle). Encourages larger order values through tiered pricing incentives.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels5 records

Core offering

Boldking designs and sells a direct-to-consumer line of personal grooming products centered on a proprietary flexible full-body razor system available in Regular, Sensitive, and Really Sensitive variants. The portfolio extends to shave gels, aftershaves, face care (face wash, scrub, face creams with SPF), body care (deodorant sticks, shower foam, body wash), hair care (anti-dandruff shampoo, hydrating conditioner), travel accessories, and basics (t-shirts, boxer shorts). Subscriptions are offered through the BoldkingRepeat service delivering products every 2, 3, 4, or 5 months at 20% off with free blade shipping.

Product overview

Boldking is a direct-to-consumer grooming and personal care brand offering a unified portfolio of flexible-razor shaving systems, skincare, body care, hair care, and basics. The core product line centers on Boldking's signature flexible-blade razors available in Regular, Sensitive, and Really Sensitive variants, paired with complementary shave gels and aftershaves. Beyond razors, Boldking offers face care (face wash, face cream with SPF, face scrub), body care (deodorant sticks, shower foam, body wash in Original, Neroli, and Vetiver scents), hair care (anti-dandruff shampoo, hydrating conditioner), travel accessories (toiletry bags, travel caps), and basics (t-shirts, boxers). The company operates primarily through its e-commerce platform with BoldkingRepeat, a subscription service offering 20% recurring discounts and free shipping on blades. Products are distributed directly and through retail partners including Etos, Albert Heijn, BIPA, and Amazon. Boldking emphasizes sustainability through recyclable packaging (PET cans, bio-plastic sugarcane tubes), a blade recycling program with prepaid envelopes, and a product made from recycled cartridges (Travel Cap).

Differentiator

Problem solved

Functional benefit

Brands

• BoldkingRepeat: Subscription service that periodically delivers Boldking products to customers' doorsteps with 20% discount and free shipping on blades.

Products and services

• BoldkingRepeat Subscription Recurring delivery subscription service for Boldking grooming products, offering a 20% discount on all subscription items and free shipping on blades; customers select delivery frequency between 2 and 5 months and can pause, adjust, or cancel anytime.
• Shaving Set Regular Complete shaving starter kit for regular skin, including a handle with suction cup, 2 flexible full-body blades, 75ml foaming shave gel, and 50ml aftershave cream.
• Shaving Set Sensitive Starter kit for sensitive skin with a handle, 2 flexible full-body blades designed for sensitive skin, 75ml foaming shave gel sensitive, and 50ml aftershave cream sensitive.
• Shaving Set Extra Sensitive Starter kit for very sensitive skin including a handle, 2 flexible blades designed for skin prone to irritation, ingrown hairs, or razor bumps, plus accompanying shave gel and aftershave.
• Handle & Blade Regular Razor with a flexible blade for regular skin, featuring a non-slip handle with soft grip and suction cup; blades sit closest to skin for the smoothest shave, available in green, white, or black.
• Handle & Blade Sensitive Razor with a flexible blade for sensitive skin, non-slip handle with soft grip and suction cup; blades sit further from sensitive skin to reduce irritation.
• Handle & Blade Really Sensitive Razor with a flexible blade for really sensitive or delicate skin, including women; blades sit furthest from skin for the most gentle shaving experience.
• Handle & Blade Limited Edition Limited edition razor in green featuring the same trusted regular blade technology, designed to shave closer than sensitive versions for an ultra-smooth finish.
• Replacement Razor Handle Black Replacement razor handle with non-slip grip, available in black color, compatible with the Boldking razor system.
• Replacement Razor Handle White Replacement razor handle with non-slip grip, available in white color, compatible with the Boldking razor system.
• Blades Regular Multipack (8-pack) Pack of 8 flexible full-body razor blades for regular skin, designed to follow the contours of face and body with extra spacing to prevent clogging.
• Blades Sensitive Multipack (8-pack) Pack of 8 flexible full-body razor blades designed for sensitive skin; blades maintain a safe distance for a comfortable shave without irritation.
• Blades Really Sensitive Multipack (8-pack) Pack of 8 flexible full-body razor blades for really sensitive skin, ideal for skin prone to irritation, ingrown hairs, or razor bumps.
• Blades Regular (4-pack) Pack of 4 flexible full-body razor blades for regular skin, the all-time favorite Boldking replacement pack designed to follow contours of face and body.
• Blades Sensitive (4-pack) Pack of 4 flexible full-body razor blades for sensitive skin, with recyclable, very flexible spaced blades for a comfortable shave.
• Blades Really Sensitive (4-pack) Pack of 4 flexible full-body razor blades for really sensitive skin, with spaced blades for delicate skin prone to irritation.
• Foaming Shave Gel Original 185ml Foaming shave gel in a 185ml recyclable PET can for regular skin, softens stubble and protects the skin; powered by air instead of harmful gases, free from SLS, parabens, and alcohol.
• Foaming Shave Gel Sensitive 185ml Foaming shave gel in a 185ml recyclable PET can for sensitive skin, hydrates the skin during shaving and protects against bumps and irritation.
• Foaming Shave Gel Original 75ml Compact 75ml version of the original foaming shave gel formula, suitable for travel or trial.
• Foaming Shave Gel Sensitive 75ml Compact 75ml version of the sensitive foaming shave gel formula.
• Aftershave Cream Sensitive 100ml Gentle aftershave cream for sensitive skin in a 100ml bio-plastic sugarcane tube, reducing redness and razor bumps with a quick-drying formula containing avocado oil, aloe vera, jojoba oil, and sweet almond oil; free from parabens and silicones.
• Aftershave Cream Original 100ml Quick-drying aftershave cream in a 100ml bio-plastic sugarcane tube, containing panthenol (vitamin B5), wheat germ, vitamins, and hyaluronic acid to calm razor bumps without a greasy finish.
• Aftershave Cream Multipack (4-pack) Value pack of 4 Aftershave Cream Original 100ml tubes, offered at a savings versus individual purchase.
• Aftershave Cream Valuepack (6-pack) XL value deal bundling 6 Aftershave Cream Original 100ml tubes for maximum savings on bulk purchase.
• Face Scrub 100ml Fine-textured vegan face scrub that gently removes dead skin and daily grime, lifts hairs for a closer shave, and refreshes the skin with eucalyptus and mint; suitable for use every other day.
• Face Wash Original 100ml Gentle face wash that balances oil levels for fresh, revitalized skin, suitable for all skin types including delicate skin; free from alcohol, paraffin oil, SLS, silicones, and parabens.
• Hydrating Face Cream 50ml Hydrating face cream with natural ingredients like SymCalmin and plant-based oils, providing deep nourishment for smooth, healthy skin.
• Protecting Face Cream with SPF 30 50ml Face cream with SPF 30 sun protection, part of the Boldking facial care line.
• Deodorant Stick Original 75ml Natural aluminum-free deodorant stick in 75ml with 100% vegan, allergen-free, stain-free formula; keeps underarms fresh all day.
• Deodorant Stick Neroli 75ml Natural aluminum-free deodorant stick in 75ml with neroli (subtle orange blossom) scent; 100% vegan formula.
• Deodorant Stick Vetiver 75ml Natural aluminum-free deodorant stick in 75ml with vetiver (earthy freshness) scent; 100% vegan formula.
• Shower Foam Original 200ml Body cleansing product in a 200ml spray foam format with a pleasant masculine original fragrance; airy consistency foams well, spreads easily, and cleanses skin gently.
• Shower Foam Vetiver 200ml 200ml spray shower foam with vetiver (earthy freshness) scent for body cleansing.
• Body Wash Vetiver 250ml 250ml body wash in vetiver scent that deeply nourishes and hydrates skin.
• Shampoo Anti Dandruff 250ml Vegan anti-dandruff shampoo in 250ml with a plant-based formula effective yet gentle on hair; contains Panthenol and Sorbitol for volume, strength, and deep hydration.
• Hydrating Conditioner 250ml Vegan hydrating conditioner in 250ml that adds volume and strength while delivering deep hydration; contains Panthenol and Sorbitol for silky, smooth, healthy hair.
• Toiletry Bag Black Large Large black toiletry bag for travel, with compartments designed to fit travel supplies and prevent leaking bottles from cluttering the suitcase.
• Toiletry Bag Black Small Compact black toiletry bag suitable for shorter trips.
• Travel Cap Protective cap for razors during travel that protects both blades and fingers; the first Boldking product made from recycled Boldking cartridges.
• Travel Cap Duo Pack of 2 travel caps made from recycled Boldking materials, protecting razor blades and fingers during travel.
• Totebag Black Black tote bag for carrying grooming essentials and daily items.
• Shampoo Deep Cleanse 50ml Travel-sized 50ml deep cleanse shampoo, part of a mini skincare trio designed for travel use.
• Greenplan Recycling Envelope Prepaid recycling envelope for returning up to 12 used Boldking blades and cartridges without requiring postage; part of the Boldking Recycles program to reduce plastic waste.
• T-Shirt V-Neck Duopack Pack of 2 white V-neck t-shirts from the Boldking no-nonsense basics line, available in multiple sizes including M, XL, and XXL.
• T-Shirt O-Neck Duopack Pack of 2 white round-neck t-shirts from the Boldking no-nonsense basics line.
• Boxershort Duopack Black Pack of 2 black boxershorts from the Boldking no-nonsense basics line, available in multiple sizes from XS upward.
• BoldBundle Value bundle combining multiple Boldking body, face, and shaving products at a discounted price to deliver a complete grooming routine.

Quantifiable outcome

• Blades last 7-10 shaves each (recommended replacement frequency)
• +1 more outcomes

Named customers4 records

Segments3 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

Four partnerships are on record, tiered minor.

• EtosminorChannel Partner/ Reseller/ DistributorDutch health and beauty retail chain offering Boldking products in physical stores across the Netherlands. Represents retail distribution partnership for increased accessibility.
• Albert HeijnminorChannel Partner/ Reseller/ DistributorMajor Dutch supermarket chain featuring Boldking products in their health and beauty section. Expands physical retail presence in the Netherlands.
• BIPAminorChannel Partner/ Reseller/ DistributorAustrian health and beauty retailer partnership providing physical store distribution in Austria.
• AmazonminorChannel Partner/ Reseller/ DistributorMarketplace partnership enabling Boldking products to reach customers through Amazon's e-commerce platform, providing broader international accessibility.

Scale indicators3 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Estrid: Swedish-based DTC razor and personal care brand selling directly to consumers across Europe with a subscription model. Closest peer to Boldking given similar product mix (razors, blades, body care), European DTC orientation, and direct-to-consumer subscription mechanic.
• Harry's: Originally a US DTC razor subscription brand, now owned by Edgewell Personal Care. Pioneered the direct-to-consumer men's razor subscription model that Boldking replicates via BoldkingRepeat, with similar blade refills and shave prep product extensions.
• Dollar Shave Club: Original DTC razor subscription disruptor, now owned by Unilever. Comparable subscription model and value positioning to Boldking, with an expanded personal care portfolio. Validates the DTC razor category mechanics Boldking operates in.
• Bulldog Skincare: UK-based men's grooming brand offering skincare, shave, and body products through retail and DTC channels. Comparable to Boldking's product portfolio extension beyond razors into broader men's grooming SKUs.

Emerging players

• Bevel: Walker & Company's DTC grooming brand initially focused on men of color, offering razors and shave products via subscription. Comparable DTC subscription model and shaving-system approach to Boldking.
• The Bluebeards Revenge: Independent men's shaving and grooming brand selling direct and through barbershops across Europe. Comparable niche positioning to Boldking in men's premium-affordable shave care.

Broad incumbents

• Gillette: P&G-owned legacy razor and shave care brand dominating global retail shelves. The incumbent Boldking is positioning against, with category-defining marketing budgets and broad product portfolio.
• Schick / Edgewell: Edgewell Personal Care's shaving brands (Schick, Wilkinson Sword, Harry's) cover both legacy retail and DTC channels. A broad incumbent competitor with overlapping razor and shave prep product lines.
• Nivea Men (Beiersdorf): Beiersdorf's mass-market men's grooming range including shave, face, body, and deodorant products. Overlaps significantly with Boldking's expanding face/body/deodorant portfolio across European retail.
• L'Oréal Men Expert: L'Oréal's men's personal care brand offering shave, face, body, and hair products with extensive European retail presence. Comparable to Boldking's broader grooming portfolio and target customer base.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/channel/UCzs4QAjrsztDAmqDY5C1DhQ
• Facebookfacebook.com/boldking
• LinkedInlinkedin.com/company/boldking
• Instagraminstagram.com/boldking
• TikToktiktok.com/@boldking

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 Boldking