Super-Max

What Super-Max does

Super-Max is a privately held personal-care manufacturer founded in 1974 that produces razor blades and related grooming products. Its portfolio spans disposable razors, multi-blade system razors with replaceable cartridges, and complementary toiletries including shaving gels and shaving foams. The company's underlying technology centers on razor-blade manufacturing and path-breaking innovations in razor handle design, intended to broaden consumer appeal across geographies.

The business operates a single-brand, hardware-sales revenue model, selling through mass-market retail and distributor channels to value-driven consumers, with both men's and women's segments served. Go-to-market is executed through wholly-owned regional subsidiaries: Wesley International Limited in Jebel Ali Free Zone, Dubai (operational headquarters for the Super-Max Group), Vidyut Bangladesh Private Limited in Bangladesh, Supermax SA in South Africa, and Supermax Personal Care Iberica in Spain. Pricing is not publicly disclosed, and the company emphasizes agility and responsiveness to retailer and consumer needs as a core operating principle.

Super-Max reports products sold in more than 150 countries and positions itself as one of the largest global brands in the shaving and personal care category. The company has 10,000+ employees and a 50-year continuous manufacturing history. In 2011 it raised $225 million from Actis (Series 4); ownership structure and any subsequent funding activity are not disclosed. Amit Bhansali is identified as Chief Financial Officer. The firm continues to invest in product innovation, particularly in razor handles, while maintaining its value-tier consumer focus.

Name

Super-Max

Legal name

Super-Max

Website

http://www.supermaxworld.com/

Company type

Private

Founded year

1986

Operating status

Operating

Headcount range

5,001–10,000 employees

Short description

Super-Max is a privately held personal-care manufacturer founded in 1974 that produces disposable and system razors plus shaving toiletries, selling to value-driven consumers in 150+ countries through wholly-owned regional subsidiaries in Dubai, Bangladesh, South Africa, and Spain.

Ownership category

akta.pro rank

Product category

Personal Care Products

NAICS

Toilet Preparation Manufacturing (325620)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

Shaving Hardware (Manual & Electric Razors) (CRABAGAA)

Keywords

• Razor blades
• Disposable razors
• System razors
• Shaving products
• Personal care

Headquarters

HQ city

Middlesex

HQ country

United States

HQ region

North America

Offices4 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Razor and Blade Sales: Revenue generated from manufacturing and selling disposable razors, system razors, and shaving blades. Core product line serving both men and women in personal care category.
2. Toiletries Sales: Revenue from complementary toiletries including shaving gels and shaving foam, sold alongside the primary razor and blade products.

Go-to-market motion1 record

Distribution channels2 records

Marketing channels1 record

Core offering

Super-Max manufactures and sells shaving blades and complementary personal care toiletries globally. Its core product line consists of disposable razors, system razors with replaceable cartridges, and toiletries including shaving gels and shaving foam. Products are sold in more than 150 countries through regional subsidiaries in Dubai, Bangladesh, South Africa, and Spain, serving value-driven consumers in the men's and women's personal care categories.

Product overview

Super-Max offers a unified portfolio of shaving and personal care products, consisting primarily of disposable razors, system razors with replaceable cartridges, and complementary toiletries including shaving gels and shaving foams. The company operates as a single-brand manufacturer serving value-driven consumers globally, with products sold in over 150 countries. The core product line centers on razor hardware (disposable and system razors), while toiletries serve as supporting product categories. Recent innovations in razor handle design have expanded the company's appeal across different geographic markets.

Differentiator

Problem solved

Functional benefit

Products and services

• Disposable Razors

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Scale indicators3 records

Recent moves5 records

Expansion highlights5 records

Broad incumbents

• Gillette (Procter & Gamble): Global market leader in razors and blades owned by P&G. Directly competes with Super-Max across disposable and system razor categories worldwide, but operates at vastly greater scale with a premium positioning.
• Beiersdorf (Nivea Men): Major personal care conglomerate whose Nivea Men line includes shaving preparations and complementary grooming products. Adjacent competitor in the shaving toiletries space where Super-Max sells gels and foams.

Direct peers

• Schick / Edgewell Personal Care: Owner of Schick, Wilkinson Sword, and Harry's — a multi-brand global razor competitor. Comparable product mix spanning disposable and system razors plus shave preparation toiletries, with overlapping presence in many of Super-Max's markets.
• Harry's: DTC-focused men's grooming brand now under Edgewell, selling razors, blades, and shaving preparation products. Direct head-to-head competitor in the value-to-mid-tier razor segment, especially in North America and Europe.
• Dollar Shave Club: Subscription-based DTC razor and grooming brand (acquired by Unilever). Competes directly with Super-Max's value-driven, mass-market razor positioning through a digitally-led business model.
• Dorco: South Korean razor manufacturer with global distribution, very similar value-oriented positioning and product range (disposable and system razors). Among the closest like-for-like competitors to Super-Max in both product mix and target consumer.
• Wilkinson Sword: Heritage razor and blade brand now under Edgewell. Overlaps with Super-Max in system and disposable razors across European and global markets.
• BIC: Global consumer products company whose BIC shaver line competes in the disposable razor category. Comparable mass-market, value-tier positioning and broad retail distribution.
• Feather Safety Razor: Japanese manufacturer of high-quality safety and disposable razors. Comparable product expertise in razor blade manufacturing and a global export footprint similar to Super-Max's.
• Personna (Accutec Blades): U.S.-based razor and blade manufacturer with retail and professional channels. Overlaps with Super-Max in disposable and double-edge blade categories.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/supermaxworld

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries4 records

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 Super-Max