HOUSE OF ATLAS LTD

What HOUSE OF ATLAS LTD does

House of Atlas is a men's grooming brand that sells premium safety razors, shave preparation, post-shave care, and daily skincare products primarily through direct-to-consumer e-commerce (houseofatlas.com) and physical retail at Target (US) and Walmart (Canada). The flagship product is a 5-blade safety razor with a weighted ergonomic handle, a pull-back serum strip (Aloe, Vitamin E, Cocoa Butter, Shea Butter), a Smartflex pivoting head, and a magnetic storage hook, offered in five metallic finishes (Gunmetal, Stainless, Thunder, Tactical, Dusk). The Razor Kit and Blade Refills are sold on a subscription with adjustable 2–5 month delivery frequency, while shave cream, shave gel, aftershave, face wash, face lotion, and six bundled kits are sold as one-time purchases. Pricing is positioned at the premium end of the men's grooming category, with units ranging $9–$19, kits $16–$57, a premium Nanuk case at $179, and a $9,999 collectible Atlas Katana novelty sword. The company is named for the Atlas mythology and supports The Honor Foundation, a U.S. Special Operations Forces veteran transition nonprofit, as part of its "For Those Who Lead" positioning. Operations are run by Athena Club Holdings, Inc. (Delaware corporation, USA), with the company reporting 1–10 employees and no disclosed institutional funding. Distribution is restricted to US and Canada; the Ultra Comfort Shave Gel cannot ship to Alaska or Hawaii.

Name

HOUSE OF ATLAS LTD

Legal name

ATHENA CLUB HOLDINGS, INC.

Website

https://houseofatlas.com

Company type

Private

Founded year

2025

Operating status

Operating

Headcount range

1–10 employees

Short description

House of Atlas is a men's grooming brand selling premium 5-blade safety razors, shave prep, post-shave care, and skincare via DTC e-commerce and Target (US) and Walmart (Canada) retail, with a subscription-based razor and blade delivery model targeting men seeking premium grooming tools.

Ownership category

akta.pro rank

Product category

Men's Grooming Products

NAICS

Cosmetics, Beauty Supplies, and Perfume Retailers (456120)

SIC

Soap, Detergents, Cleang Preparations, Perfumes, Cosmetics (2840)

akta.pro primary industry

Shaving Hardware (Manual & Electric Razors) (CRABAGAA)

akta.pro secondary industries

Shaving Prep & Post-Shave (Creams, Foams, Gels, Aftershaves) (CRABAGAB), Men’s Facial Skincare (Cleansers, Moisturizers, Anti-aging) (CRABAGAD)

Keywords

• Men's grooming products
• Razor subscription service
• Men's skincare line
• Shave blade refills
• Premium safety razors

Headquarters

HQ city

New York

HQ country

United States

HQ region

North America

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Razor Kit Subscription: The flagship Razor Kit is sold on a subscription basis with automatic blade refills delivered on customer-selected schedules (every 2-5 months). This provides predictable recurring revenue.
2. Blade Refill Subscription: Blade refills (8 cartridges) are subscription-based, delivered automatically based on customer frequency preferences.
3. One-Time Product Sales: All other products (shave cream, aftershave, face wash, face lotion, kits) are available for one-time purchase at listed prices.
4. Bundle/Kit Sales: Pre-configured bundles (Stay Sharp Set, Before and After Set, Precision Shave Set, Skincare Set, Grooming Set, Atlas Routine Set) offered at discounted prices vs. individual items.
5. Premium Product (The Atlas Katana): Handcrafted samurai sword made from 10,000 Atlas razor blades, priced at $9,999. Decorative/collectible item for bragging rights.
6. Premium Bundle (The Atlas Case): Nanuk case containing 2 premium razors, 4 blade cartridges, shave cream, gel, aftershave, and limited edition Atlas Coin, priced at $179.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels8 records

Core offering

House of Atlas designs and sells premium men's grooming products, anchored by a 5-blade safety razor system sold on a subscription basis with automatic blade refills. The portfolio extends to shave cream, shave gel, aftershave balm, facial cleanser, and facial moisturizer, plus bundled kits and a limited-edition decorative collectible. All products are positioned as dermatologist-tested, vegan, and cruelty-free.

Product overview

House of Atlas is a men's grooming brand built around a subscription-based razor system, supplemented by a full range of shave prep, post-shave care, and daily skincare products. The core product is the Razor Kit—a premium 5-blade safety razor with an ergonomic weighted handle, available in five metallic finishes (Gunmetal, Stainless, Thunder, Tactical, Dusk). The razor ships with 2 blade cartridges and a magnetic storage hook on a subscription model with adjustable delivery frequency (every 2–5 months). Adjacent to the Razor Kit, the portfolio spans: Blade Refills (8-packs of 5-blade cartridges); shave aids (Precision Shave Cream and Ultra Comfort Shave Gel); post-shave care (Calming Aftershave); face care (Daily Face Wash and Multi-Boost Face Lotion); and bundled kit sets at various price points. The company also offers a novelty collectible, The Atlas Katana—a handcrafted decorative sword forged from approximately 10,000 razor blades at $9,999. All products are described as dermatologist tested, vegan, and cruelty-free. Distribution is online direct-to-consumer and via Target (US) and Walmart (Canada). The company is operated by Athena Club Holdings, Inc. d/b/a House of Atlas.

Differentiator

Problem solved

Functional benefit

Quantifiable outcome

• Razor Kit achieves 4.7 star rating from 419 reviews
• +5 more outcomes

Named customers10 records

Segments2 records

Ideal customer profiles2 records

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature7 records

Partnerships

Six partnerships are on record, tiered core, minor and major.

• The Honor FoundationcoreStrategic or Co-development PartnerHouse of Atlas is proud to support The Honor Foundation, an organization dedicated to supporting U.S. Special Operations Forces as they transition from military service to leadership in the private sector. This aligns with the brand's 'For Those Who Lead' positioning.
• Coats for CatsminorStrategic or Co-development PartnerCharitable initiative that repurposes neckbeard trimmings into coats for hairless cats in need. House of Atlas champions this initiative as part of their social impact efforts.
• TargetmajorChannel Partner/ Reseller/ DistributorUS retail partner where House of Atlas products are available in-store. One of the primary physical retail channels for the brand.
• Walmart (Canada)majorChannel Partner/ Reseller/ DistributorCanadian retail partner where House of Atlas products are available in-store. Primary physical retail presence in Canada.
• StripecoreTechnology or IntegrationThird-party payment processor for processing credit card transactions. Financial and payment processing services.
• PayPalcoreTechnology or IntegrationThird-party payment processor for processing PayPal transactions. Alternative payment method for customers.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Others

• Athena Club: Athena Club is the parent entity (Athena Club Holdings, Inc.) under which House of Atlas operates. It is a women's personal care brand, making it a sibling rather than direct competitor, but operationally and structurally connected.

Emerging players

• Beardbrand: Beardbrand is a men's grooming brand focused on beard care, skincare, and lifestyle content sold DTC and through retail. It overlaps with House of Atlas on men's grooming and premium positioning, though more beard-centric.

Direct peers

• Bevel: Bevel is a men's grooming brand focused on razors, shave care, and skincare specifically formulated for men with sensitive or coarse facial hair. It competes directly with House of Atlas in the premium men's grooming subscription space.
• Harry's: Harry's is a leading DTC men's razor and grooming brand built around a subscription blade model and full grooming ecosystem. It directly competes with House of Atlas in the same channel, customer, and product category.
• Every Man Jack: Every Man Jack is a men's grooming brand selling body wash, deodorant, shave care, and skincare products both DTC and through mass retail. It competes with House of Atlas across the men's grooming assortment.
• Manscaped: Manscaped sells men's personal care tools and grooming products through DTC and retail channels, with growing exposure to face shaving and skincare adjacent to House of Atlas's core offering.
• Cremo: Cremo is a men's grooming brand offering shave cream, aftershave, beard care, and skincare through DTC and major retail. It is a direct competitor to House of Atlas's shave prep and skincare categories.
• Dollar Shave Club: Dollar Shave Club pioneered the subscription razor model and sells a full men's grooming line direct-to-consumer. It is a direct competitor with very similar value proposition and channel mix to House of Atlas.

Broad incumbents

• Schick: Schick (Edgewell Personal Care) is a major global razor brand competing with Gillette, selling manual and electric razors through mass retail. It is a broad incumbent setting the competitive baseline for House of Atlas.
• Gillette: Gillette (P&G) is the dominant global incumbent in manual and electric razors with massive advertising budgets and near-universal retail distribution. It is the primary competitive headwind for House of Atlas in the shaving category.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/HouseofAtlas25
• Instagraminstagram.com/houseofatlas
• TikToktiktok.com/@houseofatlas
• LinkedInlinkedin.com/company/house-of-atlas

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 HOUSE OF ATLAS LTD