Estrid

Estrid is a Swedish shaving and body-care brand founded in Stockholm in 2019 [2]. It sells razors, refillable deodorant and related body-care products on a subscription model marketed to "women, men, anyone, everyone," and it is built around a vegan, body-positive positioning that frames hair removal as a personal choice rather than an obligation.

The company remains active. Its website describes a current catalogue that includes a newer body-care line, reports more than one million subscribers and distribution through over 10,000 retail doors across Europe, and displays a claim of "Over 80,000,000 blades sold" [3].

Estrid was founded in spring 2019. The company's own account names three co-founders: Ben Eliass, Amanda Westerbom and Alan Aygun [2]. Editorial coverage from 2020 instead foregrounds Amanda Westerbom alone as founder and CEO, the brand's public face at the time [6]. The name combines those of two Swedish children's authors, Astrid Lindgren and Elsa Beskow.

By the company's telling, the idea took shape after Westerbom noticed at a dinner party that she and her female friends preferred men's razors, which they felt "performed better and were priced more fairly"; the founders cite research that more than a third of women used razors designed for men [2]. Estrid started as a bootstrapped operation run from a co-founder's apartment in the Södermalm district of Stockholm.

Estrid's core product is a five-blade razor sold as a starter kit with a stainless-steel handle and a vegan lubrication strip that, according to the company, uses shea butter and aloe [4]. The handle carries a lifetime guarantee, and blades are replaced through a subscription that ships on a customer-chosen schedule. The range has since broadened to include a refillable antiperspirant deodorant, waxing products and a body-care line.

The brand positions itself as female-first and inclusive, and it has tied its marketing to the "pink tax" — the price premium often attached to products aimed at women [6]. In its 2020 interview coverage it was noted for showing visible female body hair in its advertising rather than already-hairless models [6]. Estrid summarises its own values as inclusivity, disruption and playfulness, and states a mission "to enable everyone to feel confident in their own bodies."

Estrid frames several parts of its model in environmental terms. The subscription supplies blade and deodorant refills rather than complete new products, the deodorant is refillable, and the company offers what it calls "free, climate-compensated shipping" on deliveries [4]. The brand describes itself as a "completely vegan company" with "100% cruelty-free" products [3]. No formal third-party certifications (such as B Corp or Leaping Bunny) are stated alongside these self-declared claims.

Estrid is an active, trading brand operating both direct-to-consumer and through retail. Its homepage reports more than one million subscribers and a presence in over 10,000 European retail doors, alongside a newer body-care line [3]. Stated distribution spans the Nordic markets together with the United Kingdom, Germany, France, the Netherlands, Austria, Belgium and Poland [3].