BRETS CORPORATION LTD

Name

BRETS CORPORATION LTD

Legal name

Loizou Trading Limited

Website

https://brets.com

Company type

Private

Founded year

2021

Operating status

Operating

Ownership category

akta.pro rank

Product category

Men's Grooming

NAICS

Toilet Preparation Manufacturing (325620), Health and Personal Care Retailers (4561)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

Shaving Prep & Post-Shave (Creams, Foams, Gels, Aftershaves) (CRABAGAB)

akta.pro secondary industry

Barber & Professional Men’s Grooming Products (CRABAGAK)

Keywords

• Men's shaving cream
• Skin-conditioning grooming
• Sensitive skin shaving
• Subscription shave products
• Barbershop wholesale grooming

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct Product Sales: One-time purchase of Bret's Premium Shave Cream at £11.99 per 100ml tube. Products sold directly through their e-commerce platform with various pack size options.
2. Subscription (Shave Plans): Recurring subscription service with 'Save 10% or more on refills' and free delivery. Customers choose shipping frequency based on how often they shave. Includes auto-renewal with customizable frequency.
3. B2B Wholesale (Barber Programme): Wholesale pricing programme for barbers providing free trial shave cream, fast reordering, and early access to new products.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels5 records

Core offering

Bret's develops and sells a single premium skin-conditioning shave cream for men, primarily direct-to-consumer online. The product is offered as one-time purchases (£11.99 per 100ml tube) and through a recurring subscription (Shave Plans) with 10%+ savings and free delivery. The company also runs a B2B Barber Programme providing wholesale pricing, free trial products, and ambassador opportunities to barbershops.

Product overview

Bret's offers a single core product: the Bret's Premium Shave Cream, also marketed as 'Ridiculously Slick Shave Cream.' The product is a skin-first shaving cream designed to protect skin during shaving rather than relying on foaming agents. It is formulated with skin-conditioning oils (sweet almond oil, olive oil, cocoa butter), panthenol (Pro-Vitamin B5), vitamin E, and wild-foraged Scottish horsetail extract. The product is sold in 100ml recyclable aluminium tubes at £11.99, with subscription/refill options available. All products are made in Britain.

Differentiator

Problem solved

Functional benefit

Products and services

• Bret's Premium Shave Cream (Ridiculously Slick Shave Cream) A skin-conditioning shaving cream for men, formulated without harsh soaps and featuring wild-foraged Scottish horsetail extract, sweet almond oil, olive oil, cocoa butter, panthenol, vitamin E, and a 100% natural Watermint & Aloe fragrance. Packaged in 100ml recyclable aluminium tubes and sold in 1, 2, and 3 tube bundles. Designed for men with sensitive skin seeking a comfortable shave without dry, tight skin or razor burn.
• Shave Plans (Subscription Refills) A recurring subscription service for Bret's Premium Shave Cream refills, offering customers 10%+ savings versus one-time purchases, free delivery, and customizable shipping frequency based on shaving habits. Auto-renews with the ability to cancel anytime, targeting existing customers who want a continuous supply of the shave cream.
• Barber Programme (B2B Wholesale) A B2B wholesale trade programme for barbers and barbershops, providing wholesale pricing on Bret's Premium Shave Cream, complimentary trial products, fast reordering, early access to new products, and ambassador opportunities. Targeted at professional barbers who need shave cream suitable for sensitive-skinned clients.

Segments2 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

Feature3 records

Partnerships

Five partnerships are on record, tiered core and minor.

• StripecoreTechnology or IntegrationStripe is the payment processor used for billing Bret's Paid Services. Payment processing includes credit/debit card handling, billing account management, and fraud detection integration.
• Loizou Trading LtdcoreStrategic or Co-development PartnerLoizou Trading Ltd is the UK-based operating subsidiary and primary data controller. It is a registered limited company in England (Registration No. 06925419) providing operational services.
• Bret's USA, Inc.minorStrategic or Co-development PartnerUS subsidiary incorporated within the Bret's corporate group, operating under Privacy Shield compliance for handling EU personal data transferred to the US.
• ShopifycoreTechnology or IntegrationE-commerce platform powering brets.com website, including product listings, shopping cart, customer accounts, and subscription management functionality.
• JAMSminorOthersAlternative dispute resolution provider with offices in London and the United States, used for Privacy Shield complaints resolution.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Bevel: DTC men's grooming brand focused on shaving products designed for textured/curly hair and sensitive skin. Overlaps with Bret's on the sensitive-skin positioning and premium DTC model.
• Murdock London: London-based men's grooming brand and barbershop operator with retail and trade channels. Comparable in UK men's shaving and barber trade positioning, with overlap in B2B programme structure.
• Truefitt & Hill: Britain's oldest barbershop and men's grooming brand, offering shave creams, aftershaves, and professional barber products. Comparable in UK heritage, B2B barber channel, and premium pricing for shave prep.
• Dr. Harris & Co. Historic British men's grooming brand selling shave creams, soaps, and colognes primarily through barbershops and own retail. Comparable in UK heritage, premium shave prep positioning, and barber trade channel.
• Geo. F. Trumper: Heritage British men's grooming brand supplying barber shops with shave creams, colognes, and skin products. Comparable in Made-in-Britain premium positioning and B2B barber programme.
• Harry's: US-based DTC men's grooming brand offering razors, shave cream, and related products through subscription and one-time purchase. Comparable business model (DTC + subscription) and shaving-category focus.
• King of Shaves: British men's shaving brand known for its shaving oils and pre-shave products. Closely comparable in product category (shave prep), UK provenance, and DTC-distributed positioning.
• Bulldog Skincare: UK-based men's grooming brand offering skincare and shave products with a natural-ingredient positioning. Direct competitor in the UK men's sensitive-skin grooming segment with overlapping retail and DTC presence.

Emerging players

• The Bluebeards Revenge: UK-based independent men's shave brand serving barbers with pre-shave products and shave creams. Comparable niche positioning in the men's shave prep category and B2B barber distribution model.

Broad incumbents

• Dollar Shave Club: Established DTC men's grooming subscription brand now owned by Unilever. Comparable subscription-based shaving model at significantly larger scale, representing both a benchmark and a competitive threat.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights5 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries3 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 BRETS CORPORATION LTD