What Flamingo does

Flamingo is a women's personal care brand founded in 2018 and headquartered in New York, operating as a wholly owned subsidiary of Harry's, Inc. (and by extension, Edgewell Personal Care following its 2025 acquisition of Harry's). The company sells a portfolio of hair removal and body care products direct-to-consumer through shopflamingo.com, organized into five main categories: Razors & Blades (Original 5-blade razor, Moisture Plus with water-activated moisture bars, Pubic Razor, Refillable Dermaplane Razor, and disposable dermaplaning tools), Shave Care (pre-shave exfoliants, gels, oils, and post-shave serums), Wax & Hair Removal (body, face, and pubic wax kits plus depilatory creams), Body Moisture & Treatments (Daily Moisturizing Lotion and Light Hydrating Spray), and Travel-Size & Mini SKUs.

Core product technology centers on multi-blade cartridge razor systems (5-blade Original and Pubic, 4-blade Moisture Plus with aloe/coconut/shea moisture bars, and Japanese stainless steel precision blades for dermaplaning) paired with weighted ergonomic handles. Flamingo builds proprietary compatibility between its handle and blade SKUs, including a dedicated Pubic Razor with slim flexible cartridge designed for sensitive skin, and a refillable dermaplane handle that won the 2025 Allure Best of Beauty Award. Its refillable dermaplaning system uses reusable metal handles with replaceable Japanese stainless steel blades, and the disposable line is made from at least 80% post-consumer recycled plastic.

Flamingo generates revenue through two primary streams: (1) one-time product sales across its SKU range priced from $2 accessories to $20 shave refill sets, with most razors in the $8-14 range and skincare-adjacent items at $6-20, and (2) a Subscribe & Save auto-replenishment program offering 10-15% discounts on configurable 2/4/6 month delivery cadences. The brand's go-to-market is product-led growth executed through a single DTC e-commerce storefront, supported by 15% off first-order email capture, SMS marketing (text MINGO to 56354), a Flamingo Rewards loyalty program, a Bundle Builder tool offering tiered savings up to 20%, and earned media coverage in SHAPE, Allure, The Cut, and ELLE. The brand serves individual women consumers in the United States, with no B2B or international expansion disclosed in the data.

Name

Flamingo

Legal name

Flamingo

Website

https://shopflamingo.com

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

11–50 employees

Short description

Flamingo is a women's body care brand owned by Harry's, Inc. that sells razors, dermaplaning tools, shave care, wax kits, and body moisturizers direct-to-consumer via shopflamingo.com, serving individual female consumers in the United States with subscription and bundle purchasing options.

Ownership category

akta.pro rank

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

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

Revenue model

1. Product Sales (One-time): One-time purchase model for razors, blades, accessories, and body care products. Customers buy individual items at listed prices with no subscription required.
2. Subscription/Auto-Replenishment: Subscribe & Save model offering 10-15% discounts on blade refills and recurring products. Delivered on configurable schedules (every 2, 4, or 6 months). Enables predictable recurring revenue and customer retention.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels9 records

Core offering

Flamingo is a women's personal care brand that designs, manufactures, and sells razors, replacement blades, dermaplaning tools, hair removal creams, wax kits, shave care products (pre-shave scrubs, shave gels/oils, post-shave serums), and body care items (moisturizers, hydrating sprays). The brand sells directly to consumers through shopflamingo.com, with products organized into Razors & Blades, Shave Care, Wax & Hair Removal, and Body Moisture & Treatments categories. Offerings include a Subscribe & Save program for recurring blade and consumable deliveries, plus bundle savings via an online Bundle Builder.

Product overview

Flamingo is a women's personal care brand offering a comprehensive portfolio of hair removal and body care products organized into five main categories: Razors & Blades (including the award-winning Original Razor, Moisture Plus Razor, Pubic Razor, and dermaplaning solutions with reusable and disposable options), Shave Care (pre-shave exfoliants, shave gels, oils, and post-shave serums), Wax & Hair Removal (body, face, and pubic wax kits plus hair removal creams), Body Moisture & Treatments (daily lotions and hydrating sprays), and Travel-Size products. The core razors use multi-blade cartridge systems (5-blade Original and Pubic; 4-blade Moisture Plus with water-activated moisture bars) with ergonomic handles and compatibility across blade lines. Dermaplaning products include both refillable metal-handle and disposable options with Japanese precision blades. The brand also offers targeted solutions like the Pubic Care Shave Routine (3-step system) and specialty bundles including the Dagne Dover collaboration. Flamingo positions itself as a body-positive brand offering high-performance products at accessible price points, with cruelty-free formulations free from parabens and sulfates.

Differentiator

Problem solved

Functional benefit

Products and services

• Original Razor

Quantifiable outcome

• Keeps legs, arms, stomach, and bikini line smooth for up to 7 days
• +4 more outcomes

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature6 records

Partnerships

One partnership is on record.

• Dagne DoverminorGTM or Marketing PartnerLimited-edition collaboration creating a travel bundle combining Flamingo's Mini Body & Pubic Travel Razor with Dagne Dover's signature toiletry bag. The bundle was marketed as the ultimate shave set for travelers, retailing at $60 (down from $72). Sold as online exclusive. TSA-friendly products organized in Dagne Dover's signature pink pouch.

Scale indicators1 record

Recent moves5 records

Expansion highlights5 records

Direct peers

• Athena Club: DTC women's personal care brand offering razors, shave care, and body care direct-to-consumer with subscription options. Highly comparable audience, business model, and SKU set to Flamingo.
• Billie: DTC women's razor and body care brand (now under Edgewell) with a similar subscription blade-refill model and razor-first product portfolio targeting women. Direct category head-to-head with Flamingo on shave routines and bundle pricing.
• Bevel: DTC men's grooming brand (originally Walker & Co.) selling razors, shave care, and body products direct-to-consumer. Comparable bundle/subscription architecture and target-cohort marketing to Flamingo's.
• Dr. Squatch: DTC men's personal care brand using a subscription + bundle-led e-commerce model with content-driven marketing. Highly comparable operating model and customer-acquisition motion to Flamingo.

Emerging players

• Maude: DTC women's intimacy, wellness, and bath brand sold via own e-commerce. Comparable brand-design sensibility and direct audience targeting among women, even as the SKU focus differs from razors.
• Lume: DTC women's personal care brand built around a hero franchise (deodorant) with expanding body care SKUs. Adjacent category and target consumer; competing for the same share-of-wallet in women's grooming.
• OUAI: DTC personal care brand (hair/body/skin, now within P&G) positioned around premium design-led routine products. Comparable target demographic and DTC-driven, lifestyle-led marketing approach.

Broad incumbents

• Harry's: Parent-owned men's DTC razor brand with shared supply chain and distribution; serves as a structural benchmark for Flamingo's cartridge economics, retention, and brand-building playbook.
• Gillette (Venus): P&G's incumbent women's razor franchise and the dominant share-holder in U.S. women's shaving. Competes with Flamingo on the same hair-removal occasion at mass retail, drugstores, and grocery.
• Schick: Edgewell's women's and men's razor brand (including the Hydro Silk and Intuition lines), sold through mass and drug retail. Established incumbent competing for the same shaving occasion as Flamingo.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/meetflamingo/about
• Instagraminstagram.com/meetflamingo
• TikToktiktok.com/@meetflamingo
• Xx.com/meetflamingo

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds1 record

Investors1 record

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 Flamingo