Super-Max
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.
- Company typePrivate
- Founded1986
- HeadquartersMiddlesex, United States
- Headcount5,001–10,000
- GTM typeB2C
- OfferingHardware or Manufacturing
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.
Super-Max firmographics
Firmographics- 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
Super-Max industry classification
Industry- 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
Where Super-Max is headquartered
LocationHeadquarters
- HQ city
- Middlesex
- HQ country
- United States
- HQ region
- North America
Offices4 records
Markets served
Super-Max business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Operations, Supply Chain, Personnel, Marketing or Sales, Technology or R&D
Revenue model
- 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.
- 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
Super-Max product offering
Product offeringCore 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
Companies that use Super-Max
Customer profileSegments3 records
Ideal customer profiles2 records
Super-Max technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature1 record
Super-Max partnerships and signals
Strategic signalScale indicators3 records
Recent moves5 records
Expansion highlights5 records
Super-Max competitors and assessment
Company assessmentBroad 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
Super-Max social profiles
Digital presenceSuper-Max financial estimates
Financial estimateRevenue estimate
Valuation estimate
Super-Max leadership team
Management profileNumber of profiles
Profiles1 record
Super-Max subsidiaries and ownership
Company hierarchySubsidiaries4 records
Super-Max funding detail
Funding detailFunding overview
Funding rounds1 record
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Super-Max 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 Super-Max
What does Super-Max do?
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.
Is Super-Max a public or private company?
Super-Max is a private company. It is classified as private equity controlled and is currently operating.
When was Super-Max founded?
Super-Max was founded in 1986. It employs 5,001 to 10,000 people.
Where is Super-Max based?
Super-Max is headquartered in Middlesex, United States, in the North America region.
How does Super-Max make money?
Two revenue lines are on record. Razor and Blade Sales are the primary driver. The others are toiletries Sales.
Who are Super-Max's main competitors?
Broad incumbents on record are Gillette (Procter & Gamble) and Beiersdorf (Nivea Men). Direct peers are Schick / Edgewell Personal Care, Harry's, Dollar Shave Club, Dorco, Wilkinson Sword, BIC, Feather Safety Razor and Personna (Accutec Blades).
Does Super-Max have an API?
No public API is recorded for Super-Max.
What industry is Super-Max in?
Super-Max's product category is Personal Care Products. Its primary akta.pro industry code is CRABAGAA, Shaving Hardware (Manual & Electric Razors). Its NAICS code is 325620 and its SIC code is 2844.