Freya

What Freya does

Freya is a privately held, female-led direct-to-consumer brand founded in 2022 that markets a dual-use women's personal care device combining a premium 5-blade safety razor with a personal vibrator in a single curvonomically-designed, USB-rechargeable handle. The company's flagship product, the Vee Vibrazor Starter Kit, retails at $49.99 and ships in discreet plain packaging; a non-vibrating variant, the Rae Razor Starter Kit ($19.99), extends the line. Proprietary design elements include phthalate-free, body-safe materials, a clog-free blade head with Aloe and Vitamin E shave strip, six vibration modes, a TSA-friendly lithium-ion battery, and a dual-purpose wall holder that allows the unit to be stored as a razor mount. The business model rests on one-time hardware sales (starter kits and bundles such as the Vee & Blades Bundle at $69.97) plus a recurring subscription for replacement 4-pack blade cartridges at $9.99 with free shipping and flexible 1-, 2-, 4-, or 6-month delivery cadence. Distribution runs primarily through the DTC storefront at hifreya.com, supplemented by a flagship retail partnership with Urban Outfitters (launched October 2023), an influencer/affiliate program via UpPromote, and a Shopify Collective retailer referral program. The brand targets women seeking sexual empowerment and premium body care, supported by an educational content library (sex education, anatomy, masturbation, body hair positivity) and a community platform called 'Sisterhood' featuring user-submitted 'choice stories'. Certifications include cruelty-free and phthalate-free. No funding rounds, management team bios, or revenue figures are publicly disclosed; the company appears bootstrapped and operates primarily in the USA with limited presence in South Africa.

Name

Freya

Legal name

Freya

Website

https://hifreya.com

Company type

Private

Founded year

2022

Operating status

Operating

Headcount range

1–10 employees

Short description

Freya is a female-led, privately held DTC brand founded in 2022 that sells a dual-use women's razor-and-vibrator system (Vee Vibrazor) plus a razor-only version (Rae Razor) and subscription blade refills, targeting women seeking premium body care and sexual empowerment.

Ownership category

akta.pro rank

Product category

Women's Personal Care and Sexual Wellness Products

NAICS

Small Electrical Appliance Manufacturing (335210)

SIC

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

akta.pro primary industry

Feminine Care Wipes & On-the-Go Hygiene (CRABAIAN)

Keywords

• Women's sexual wellness
• Personal care products
• Premium safety razors
• Body hair grooming
• Sexual wellness devices

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Hardware Sales (Starter Kits): One-time purchase of starter kits (Vee Vibrazor at $49.99 or Rae Razor at $19.99) that include the handle, initial blade cartridges, wall mount, and charging cable. Primary revenue driver.
2. Consumable Blade Refills: Subscription model for replacement 4-pack blade cartridges at $9.99 each with flexible delivery schedules (1, 2, 4, or 6 months). Free shipping on subscription orders. First refill free with starter kit purchase.
3. Bundled Products: Pre-configured bundles combining starter kits with additional blade packs at discounted prices (e.g., Vee & Blades Bundle at $69.97).

Pricing tiers

Go-to-market motion3 records

Distribution channels3 records

Marketing channels7 records

Core offering

Freya designs, sells, and ships a dual-use personal care device — the Vee Vibrazor — that combines a premium 5-blade safety razor with a USB-rechargeable personal vibrator in a single curvonomically-designed handle. The company also offers a non-vibrating Rae Razor variant, replacement blade refills via subscription, and bundled starter packages sold direct-to-consumer online and through Urban Outfitters.

Product overview

Freya is a self-love brand for women offering a unified product system centered on dual-use razors and vibrators. The flagship Vee Vibrazor Starter Kit combines a premium 5-blade safety razor with a waterproof personal vibrator in one curvonomic handle, representing the core product. The Rae Razor Starter Kit offers the same superior shaving technology without the vibrator function for users who prefer a razor-only option. Consumable Refill Blades 4 Packs support ongoing use of both razor systems and are available via subscription. Bundled packages (Vee & Blades Bundle, Vee Starter Bundle) combine the core products with blade refills for complete starter and gift experiences. All products emphasize body-safe materials, Phthalate-free construction, Aloe and Vitamin E enriched shave soap, and environmental sustainability through replaceable blade technology.

Differentiator

Problem solved

Functional benefit

Brands

• Vee Vibrazor: Dual-use vibrating razor and personal vibrator starter kit with 5 sharp blades, ergonomic handle, 6 vibration modes, and USB charging capability.
• Rae Razor

Products and services

• Vee Vibrazor Starter Kit Flagship dual-use personal care kit combining a premium 5-blade safety razor with a waterproof personal vibrator. Includes vibrating handle, dual-use wall mount, 2 razor blade cartridges, and USB charging cable. Features 6 vibration modes, USB-rechargeable lithium-ion battery, Aloe and Vitamin E shave soap strip, Phthalate-free construction, and curvonomic ergonomic design. Available in Breezy, Raven, Peachy, and Royal color variants. Priced at $49.99 sale / $59.98 regular, with first blade refill free on subscription signup.
• Rae Razor Starter Kit Non-vibrating weighted razor handle offering Freya's premium 5-sharp-blade technology with Phthalate-free heads infused with Aloe and Vitamin E shave soap. Includes curvonomic handle, 2 refill blades, and dual-use wall holder. Priced at $19.99 for users who want the premium shaving experience without the vibrator function.
• Refill Blades 4 Pack Replacement blade cartridges compatible with both Vee Vibrazor and Rae Razor handles. Each pack contains 4 Phthalate-free razor heads with 5 precision stainless steel safety blades infused with Aloe and Vitamin E. Available in Harmony Grey (light to medium hair) or Silky White (heavy hair). Priced at $9.99 with subscription options for delivery every 1, 2, 4, or 6 months and free shipping on subscription orders.
• Vee & Blades Bundle Pre-configured bundle combining the Vee Vibrazor Starter Kit with 2 additional 4-pack refill blade sets at a combined price of $69.97. Includes vibrating handle, 2 starter refill blades, dual holder, USB charging cable, and 2 additional 4-pack blade refills for ongoing use.
• Vee Starter Holiday Bundle Holiday gift-oriented bundle containing the Vee Vibrazor Starter Kit plus one 4-pack of Harmony Grey refill blades, priced at $59.98. Rated 4.8 out of 5 stars from 222 reviews. Designed as a complete gifting package with shaving and self-care essentials.

Quantifiable outcome

• 4.8 out of 5 stars from 251 reviews
• +2 more outcomes

Named customers5 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Feature5 records

Partnerships

One partnership is on record.

• Urban OutfittersflagshipChannel Partner/ Reseller/ Distributor · 4 October 2023Freya launched their flagship product 'Vee' on UrbanOutfitters.com in October 2023. This is a significant retail distribution partnership placing the brand in a major lifestyle retailer known for targeting young women. The partnership provides physical and digital retail presence beyond the DTC channel.

Scale indicators3 records

Recent moves4 records

Expansion highlights6 records

Emerging players

• Cake: Sexual wellness brand selling vibrators, lubricants, and intimate care for women. Comparable to Freya's sexual wellness positioning, female-led brand voice, and DTC distribution, though without a razor component.
• Sustain: Eco-friendly women's razor brand with subscription refills and body care. Comparable to Freya on the shaving side, particularly around sustainability and body-safe materials, though without the sexual wellness crossover.

Direct peers

• Billie: DTC women's razor subscription brand offering premium 5-blade razors with refills. Directly comparable to Freya's Rae Razor SKU and the razor half of the Vee Vibrazor, including the same product-led, community-driven GTM motion.
• Dame Products: Sexual wellness brand selling vibrators and intimate products with strong DTC and content-led marketing. Directly comparable to the vibrator half of Freya's Vee product and to its female-led, empowerment-focused brand positioning.
• Athena Club: DTC women's personal care brand offering razor subscriptions and adjacent body care products. Highly comparable to Freya's razor subscription model, pricing tier, and target demographic.
• Maude: Modern sexual wellness brand with a minimalist, gender-inclusive design language sold DTC and through retail. Comparable to Freya on category, target customer (women seeking premium self-care), and editorial-led positioning.
• Unbound: Sexual wellness brand targeting women with vibrators, accessories, and a subscription box. Comparable to Freya in category, female-first positioning, and direct-to-consumer + selective retail distribution.

Broad incumbents

• Flamingo: Harry's-owned women's body care brand selling razors, waxing, and body products at scale. Comparable to Freya's razor subscription offering but with significantly more capital, retail depth, and product breadth.
• Lelo: Global premium sexual wellness brand offering high-end vibrators and intimate devices. Comparable to the vibrator component of Freya's Vee Vibrazor, though at a much higher price point and broader portfolio.
• This is L. (L. Brands): Sexual wellness brand offering vibrators and personal massagers distributed through major retailers including Target and Walmart. Comparable to Freya on vibrator device category and retail-friendly distribution, though at much larger scale.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks7 records

Key highlights7 records

Customer concentration

• Xx.com/craveFreya
• Facebookfacebook.com/crave.freya
• Instagraminstagram.com/crave.freya
• TikToktiktok.com/@cravefreya
• LinkedInlinkedin.com/company/cravefreya

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

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 Freya