Eslah Noghreh

What Eslah Noghreh does

Eslah Noghreh (شرکت اصلاح نقره), doing business as Silver Store (Silver / سیلور), is a privately held Iranian direct-to-consumer e-commerce company headquartered in Tehran (Mahmoudieh, No. 2728). Founded around 2016 and operating with 11–50 employees, it holds the exclusive distributorship for Silver brand personal grooming products in Iran and retails them through its own storefront at silver.ir. The company serves primarily women in Iran, with a secondary men's line, selling premium-priced shaving systems rather than commodity razors.

Its core offering centers on the Gloria5 System, a women's 5-blade ceramic razor with a flexible head, ergonomic anti-slip handle, and a moisturizing strip containing aloe vera, vitamin E, shea butter, and jojoba oil. The technology behind the system is supplied by Edgewell Personal Care, a US-based personal-care company with 135+ years of experience in grooming tools. Supporting the flagship razor, the catalog includes a portable variant (Gloria5 GO), replacement blade cartridges, hard protective cases (compressed plastic), silicone cases, cosmetic bags, and a portfolio of additional women's razors (Reflex3, Smart3, Fast3, Normal2 Sensitive, Rubber Grip, Magnum M5, B'kini).

The business model is unit-based direct sales priced in Iranian Tomans, with system SKUs at roughly 3.2–4.0 million Tomans and accessories from ~699,000 to ~1.15 million Tomans. Snapp Pay integration enables 4 interest-free installments, a first-order 10% discount is offered, and free courier/postal shipping thresholds apply inside Tehran and nationwide. Customer retention is driven by the Silver Club loyalty program, which provides early product access, member discounts, personalized routine suggestions, and a community feature. The company markets through Instagram, WhatsApp, LinkedIn, and X, with no disclosed external investors, funding rounds, M&A activity, or enterprise contracts.

Name

Eslah Noghreh

Legal name

شرکت اصلاح نقره

Website

https://silver.ir

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

11–50 employees

Short description

Eslah Noghreh (Silver Store) is a privately held Iranian DTC e-commerce retailer headquartered in Tehran, operating silver.ir as the exclusive distributor of Silver brand personal grooming products, primarily serving Iranian women with premium 5-blade ceramic razors and accessories developed with Edgewell Personal Care.

Ownership category

akta.pro rank

Product category

Personal Grooming Products

NAICS

Cosmetics, Beauty Supplies, and Perfume Retailers (456120)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

Waxing & Depilatory Professional Products (CRABALAH)

Keywords

• Personal grooming products
• Women's razors
• Shaving systems
• Replacement blades
• Grooming accessories

Headquarters

HQ city

Tehran

HQ country

Iran

HQ region

Middle East

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Product Sales: Direct sales of grooming products including shaving razors, replacement blades, hard cases, silicone cases, and cosmetic bags through the company's e-commerce platform

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels4 records

Core offering

Eslah Noghreh operates the Silver Store (silver.ir), an exclusive direct-to-consumer e-commerce retailer in Iran for Silver brand personal grooming products. The company sells women's and men's shaving razors (notably the Gloria5 System 5-blade ceramic razor line), replacement blade cartridges, protective hard and silicone cases, and cosmetic bags. All products are distributed under license from Edgewell Personal Care, leveraging its ceramic-blade and moisturizing strip technology.

Product overview

Silver Store (Eslah Noghreh) operates as an exclusive distributor of Silver brand grooming products in Iran, offering a focused portfolio centered on the Gloria5 System razor line. The core products include the Gloria5 System (full-featured 5-blade razor with handle and silicone case) and Gloria5 GO (portable travel version), both incorporating ceramic dual-coated blades with moisturizing strips. Supporting products include replacement blade cartridges, protective cases (hard case and silicone case variants), and cosmetic bags. The company also operates Silver Club, a customer loyalty program providing early access to launches and member-exclusive discounts. Products are available for both women and men, with the Gloria5 line primarily targeting women. All products utilize technology from Edgewell Personal Care, an American company with over 135 years of experience in personal care design and innovation.

Differentiator

Problem solved

Functional benefit

Brands

• Gloria5 System: Women's 5-blade ceramic shaving system developed with Edgewell Personal Care technology
• Gloria5 GO
• Reflex3
• Smart3
• Fast3
• Normal2 Sensitive
• Rubber Grip
• Magnum M5
• B'kini

Products and services

• Gloria5 System Women's 5-blade ceramic razor system with moisturizing strip containing aloe vera, vitamin E, shea butter, and jojoba oil; features flexible head for body contours, ergonomic anti-slip handle, transparent protective cap. Includes razor handle, 2 replacement blades, and silicone case. Targeted at women seeking a close, skin-friendly shave for legs, underarms, and sensitive areas.
• Gloria5 GO Portable travel version of the Gloria5 System featuring 5 ceramic dual-coated blades, moisturizing strip, anti-slip handle, and protective hard case. Includes 1 protective case, 1 razor handle, and 3 blade heads. Available in 5 colors. Designed for women needing a travel-friendly grooming solution.
• Gloria5 Reusable Razor 5-Blade (Single) Multi-use women's razor with 5 ceramic dual-coated blades, flexible head, aloe vera and vitamin E moisturizing strip, anti-slip ergonomic handle, and transparent protective cap. Suitable for legs, underarms, arms, and sensitive areas. Designed for women seeking a reusable, skin-friendly shaving razor.
• Hard Case (Purple) Hard protective case for razor storage made from impact-resistant compressed plastic; waterproof, recyclable, with lockable lid, anti-slip matte texture, lightweight and portable. Available in 5 colors. Targeted at consumers needing durable, portable protection for their razor between uses or while traveling.
• Silicone Case (Pink) Soft silicone protective case for razors made from soft, waterproof, anti-slip silicone material. Compatible with all Silver razor models. Protects against moisture, impact, and direct contact. Washable, lightweight, ideal for travel. Available in 5 modern colors matching the Gloria5 System palette.
• Cosmetic/Toiletry Bag Compact and lightweight makeup and toiletry bag with soft, scratch-resistant interior. Suitable for storing razors, creams, brushes, and cosmetics. Made from durable, washable material with smooth zipper and sturdy handle. Suitable for home, office, gym, or travel use.
• Replacement Blade Cartridges Replacement blade cartridges compatible with the Gloria5 System, available in 1-blade, 3-blade, and 4-blade packs. Also includes 2-blade, 3-blade, and specialty blades for different shaving needs. Consumable replenishment product for repeat Silver razor customers.

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature3 records

Partnerships

One partnership is on record.

• Edgewell Personal CarecoreTechnology or IntegrationAmerican company with over 135 years of experience in designing and innovating personal grooming tools. Edgewell Personal Care provides the advanced technology behind Gloria5 System products. Silver Store distributes Gloria5 products in Iran using Edgewell's technology for precision ceramic 5-blade shaving systems.

Scale indicators2 records

Recent moves3 records

Expansion highlights5 records

Direct peers

• Harry's: Direct-to-consumer men's razor and grooming brand offering subscription blade refills and shave care products. Highly comparable business model to Silver Store's DTC e-commerce razor-and-blade approach, though serving a different geography.
• Billie: DTC women's razor and body brand (acquired by Edgewell Personal Care in 2020) focused on women's body shaving. Directly comparable to Silver Store's women-targeted Gloria5 system, and notably shares the same technology parent (Edgewell).
• Wilkinson Sword: Heritage razor brand selling multi-blade systems and replacement cartridges across Europe and emerging markets. Comparable product line and price tier to Silver Store's Gloria5 system.
• Flamingo: DTC women's body-care brand with razors as a hero category, owned by Harry's Inc. Comparable women-targeted razor portfolio and accessories-driven basket expansion strategy.
• Bevel: DTC men's grooming brand offering razors, blades, and shave care through owned e-commerce. Comparable single-brand, single-channel DTC model, though targeted at men and serving the US market.
• Dollar Shave Club: Pioneer DTC razor subscription brand selling men's razors, blades, and shave care online. Closely aligned with Silver Store's e-commerce, recurring-blade model, and mass-market grooming positioning.
• Estrid: DTC women's razor brand selling colorful, design-forward shaving systems and blade refills via subscription. Directly comparable to Silver Store's women-focused, multi-color razor portfolio and blade-replacement economics.
• Dorco: Korean razor manufacturer and DTC retailer selling multi-blade systems and replacement cartridges globally. Comparable product format (system + refill blades) and serves price-sensitive emerging markets where Silver Store also operates.

Others

• Edgewell Personal Care: Personal-care conglomerate that owns Schick, Billie, and other shave brands and supplies the ceramic 5-blade technology behind Silver Store's products. Functionally a supplier/partner rather than competitor, but its portfolio represents the strategic adjacencies Silver Store could pursue.

Broad incumbents

• Gillette (Procter & Gamble): Global incumbent in men's and women's shaving with multi-blade systems, disposables, and replacement cartridges. A much larger brand competing for the same customer wallet, but does not specialize in the women-only, premium-colorway niche Silver Store occupies.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/silvershave?s=21
• LinkedInlinkedin.com/company/silver-eslah-noghreh
• Instagraminstagram.com/%E2%80%AB%E2%80%AAsilver.shave%E2%80%AC%E2%80%AC

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 Eslah Noghreh