The King of Shaves Company

What The King of Shaves Company does

The King of Shaves Company is a privately held, founder-owned British consumer goods business that designs, manufactures, and sells wet-shaving products under the King of Shaves brand. Founded in April 1993 by Will King in Beaconsfield, United Kingdom, the company positions itself as the only independent British brand competing against large US-based incumbents in razors and shave preparations. Its product portfolio is built around two hardware platforms: the premium AZR K5 five-blade razor system featuring proprietary RollaBlade™ cartridge technology (designed for closer, faster shaves with a rear precision trimmer), and the entry-level K3 three-blade system. These are complemented by a range of Made-in-Britain shave preparations including sensitive, antibacterial, cooling, and moisturising shave gels, 2-in-1 shave cream and moisturiser, and shave oils, plus accessories such as replacement handles, travel blade covers, and wall-mounted holders. A women's range is served via the Coconut & Vanilla moisturising shave gel.

The company's commercial model is direct-to-consumer e-commerce operated through shave.com, supported by content marketing via Will King's personal #ShaveForSuccess blog and an organic social presence across Instagram, Facebook, TikTok, and YouTube. Pricing is pay-as-you-go unit-based, with hardware bundles (K5 razor + 1 cartridge at £8.49, K5 + 8 cartridges at £18.99, K3 + 2 cartridges at £7.99) and consumables priced from £4.49-£5.99. Replacement cartridges constitute the recurring revenue layer of the razors-and-blades model. Distribution is UK-centric, with international shipping offered, and marketing partnerships include Coventry City FC and CrazyGames (King of Defenders 2 promotional game). Leadership comprises Founder Will King and CEO Andy Hill, with a headcount of 11-50 employees. The company carries a 4.95/5 rating across tens of thousands of online reviews and claims millions of products sold over its 32-year history; revenue is not disclosed.

Name

The King of Shaves Company

Legal name

King of Shaves

Website

https://kingofshaves.com

Company type

Private

Founded year

1993

Operating status

Operating

Headcount range

11–50 employees

Short description

The King of Shaves Company is a privately held British consumer goods firm that designs and sells wet-shaving products—razors with proprietary RollaBlade™ cartridge technology and shave preparations—directly to UK and international consumers through shave.com. Founded in 1993 by Will King, it serves individual men and women with Made-in-Britain products.

Ownership category

akta.pro rank

Product category

Personal Care / Wet Shaving Products

NAICS

Toilet Preparation Manufacturing (325620), Cosmetics, Beauty Supplies, and Perfume Retailers (456120), Soap and Cleaning Compound Manufacturing (32561)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844), Soap, Detergents, Cleang Preparations, Perfumes, Cosmetics (2840)

akta.pro primary industry

Shaving Hardware (Manual & Electric Razors) (CRABAGAA)

akta.pro secondary industries

Shaving Prep & Post-Shave (Creams, Foams, Gels, Aftershaves) (CRABAGAB), Brow & Facial Hair Tools (Tweezers, Razors, Trimmers) (CRABAKAD)

Keywords

• Wet shaving products
• Razor cartridges
• Shave preparation gels
• Men's grooming
• Personal care products

Headquarters

HQ city

Beaconsfield

HQ country

United Kingdom

HQ region

Europe

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. Razor Hardware Sales: Sale of branded razors including the AZR K5 and K3 models, sold as starter packs with cartridges or as standalone handles.
2. Shave Preparation Products: Sale of consumable shave gels, shave oils, and shave creams in various formulations (sensitive, antibacterial, cooling, moisturising) for men and women.
3. Replacement Cartridges: Recurring sales of replacement blade cartridges for the AZR K5 and K3 razor systems, providing repeat purchase revenue.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels4 records

Core offering

King of Shaves manufactures and sells wet shaving hardware (AZR K5 five-blade razor with proprietary RollaBlade™ cartridge technology and the K3 three-blade razor) and consumable shave preparation products (sensitive, antibacterial, cooling and moisturising shave gels; shave oils; 2-in-1 shave cream and moisturiser), along with replacement cartridges, handles and accessories, sold primarily direct-to-consumer through its shave.com online store.

Product overview

King of Shaves is an independent British shaving products company founded in 1993, offering a portfolio of razors and shaving preparations. The core hardware line comprises the AZR K5 system featuring five-blade razors with proprietary RollaBlade cartridge technology, and the K3 entry-level three-blade system. These are complemented by a range of shave preparations including shave gels (sensitive, antibacterial, cooling varieties), dual-action shave cream and moisturiser, and shave oils (advanced and original sensitive formulations). The company also offers accessories such as replacement cartridges, razor handles, travel covers, and wall-mounted holders. Products are positioned as premium alternatives to major US competitors and are manufactured in Britain. The portfolio is organized around two main razor platforms (K5 and K3) with supporting preparation products and accessories sold through the company's e-commerce platform.

Differentiator

Problem solved

Functional benefit

Products and services

• AZR™ K5 Five-Blade Razor

Quantifiable outcome

• 4.95/5 rating from tens of thousands of authentic online reviews
• +1 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

Feature2 records

Partnerships

Two partnerships are on record, tiered core and minor.

• Coventry City FCcoreGTM or Marketing Partner · 22 April 2026King of Shaves is a partner of Coventry City Football Club. The company celebrated Coventry City's return to the Premier League after winning the EFL trophy on 25/6. The partnership provides brand visibility through football association.
• CrazyGamesminorGTM or Marketing PartnerPartnership with CrazyGames for hosting the King of Defenders 2 game, with promotional links on the King of Shaves website directing customers to play the game.

Scale indicators4 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• Harry's: Harry's is a direct-to-consumer men's razor and grooming brand founded in 2013 (acquired by Edgewell in 2020). It is the most direct competitor to King of Shaves in the UK/EU DTC razor space, with a similar handle-plus-cartridge model and premium positioning vs. mass-market incumbents.
• Dollar Shave Club: Dollar Shave Club pioneered the subscription DTC razor model in 2011 (acquired by Unilever in 2016). It competes head-on with King of Shaves for value-conscious male shavers using cartridge-based hardware and shave preparation products sold online.

Emerging players

• Bevel: Bevel is a Walker & Company (now owned by Procter & Gamble) DTC men's grooming brand offering razors, shave products, and beard care targeted at men with coarse or curly hair. Comparable to King of Shaves as a purpose-built DTC men's grooming brand with proprietary hardware.
• The Bluebeards Revenge: The Bluebeards Revenge is a UK-based independent men's grooming brand offering razors, shave products, and beard care. It is a comparable small-scale British challenger in the same niche that King of Shaves occupies.
• Every Man Jack: Every Man Jack is a US-based men's personal care brand offering shave preparations and grooming products through DTC and mass retail. Comparable to King of Shaves in men's shave prep portfolio (gels, creams, post-shave) and multi-channel distribution.

Regional players

• Truefitt & Hill: Truefitt & Hill is a heritage British barbershop and grooming brand (founded 1805) offering premium razors, shave preparations, and colognes. Comparable to King of Shaves in UK heritage premium positioning and shave-prep portfolio, though distributed more through barbershops and luxury retail.
• Edwin Jagger: Edwin Jagger is a Sheffield-based UK shaving brand specialising in double-edge safety razors, badger-hair brushes, and traditional wet-shave preparations. It shares King of Shaves' British heritage and wet-shave focus but targets the traditional safety-razor segment rather than cartridges.

Broad incumbents

• Gillette (Procter & Gamble): Gillette is the dominant global razor brand owned by Procter & Gamble, with multi-blade cartridge systems (Fusion, Mach3) and extensive shave preparation lines. King of Shaves explicitly positions against Gillette as 'the only independent British brand' challenging US competitors.
• Wilkinson Sword (Edgewell Personal Care): Wilkinson Sword is a historic British-adjacent razor brand now owned by Edgewell Personal Care, selling multi-blade cartridge systems and wet-shave preparations across the UK and Europe. It is the most direct incumbent competitor to King of Shaves in the British market.
• Schick (Edgewell Personal Care): Schick is a major cartridge-razor brand owned by Edgewell Personal Care, competing with King of Shaves across men's wet-shave hardware and preparation products globally.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/kingofshaves
• Facebookfacebook.com/kingofshaves
• Instagraminstagram.com/kingofshaves
• TikToktiktok.com/@kingofshaves
• Xx.com/kingofshaves

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

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 The King of Shaves Company