Fler

Fler is an Italian shaving and body-care brand founded in 2021 by Allegra Violante and Francesca Accordi [8]. Built around a refillable aluminium razor and a direct-to-consumer subscription model, it sells hair-removal and body products framed around body positivity and personal choice. The company is active, with retail distribution across several European markets and a separate United States storefront.

The brand traces its starting point to Violante's time studying for an MBA in the United States, where she came across the American subscription razor service Billie and questioned why shaving had been left behind by the rest of the beauty industry [7]. She returned to Italy and co-founded Fler in October 2021.

According to editorial coverage, the idea for Fler took shape during Violante's MBA years in the United States, after a formative period that also included work with a fitness-sector startup [7]. The premise was that shaving deserved the same design attention given to skincare and makeup, and that hair removal should be treated as an intimate, personal decision rather than an obligation.

Violante, who serves as chief executive, founded the company with Francesca Accordi [8]. Fler is registered as Fler srl, with its registered office at Via Frassanelle 31 in Cervarese S. Croce (PD), in the Veneto region. A funding database instead lists the company's headquarters as Milan [9]; the Milan location is plausibly the operating base while the Veneto address is the fiscal registration.

Fler's central product is the Razor Starter Set, a reusable razor with an anodised aluminium body, a holder and replacement blades. The razor uses what the company calls patented RolaTek technology, a blade mechanism in which five stainless-steel blades are encased in a lubricating ring meant to reduce irritation [1]. Each blade head is wrapped in a lubricating strip the brand says is enriched with aloe vera, vitamin E and jojoba oil.

Around the razor sits a wider range of shaving and body products, including the Foamtastic shave mousses, Hoily Drops for ingrown hairs, Slow It Down, a hair-inhibiting lotion, and Milky Scrub, a gel-to-milk exfoliant. Formulas draw on ingredients such as coconut oil, shea butter, tea tree oil, tamanu oil and calendula extract. The company describes its products as vegan, cruelty-free, paraben-free and sulfate-free, and made in Italy.

The business runs on a subscription that lets customers set how often replacement cartridges arrive, alongside one-off purchases. Products are sold directly online and through retail partners; the brand lists presence at retailers including Rinascente, Farmae and Amazon, and at Pinalli perfumeries and Boots [8].

Fler positions itself around body autonomy and inclusivity, presenting self-care as a personal choice rather than a standard to meet. Its manifesto states that "embracing your body and taking care of yourself should be the most natural and uncomplicated thing in the world," and that hair removal is an intimate and personal decision. The brand's tagline is "Shaving that makes you feel good."

This positioning extends into social commitments. The company says it donates one percent of revenue to supporting the LGBTQIA+ community and to campaigns against gender-based violence [3]. It has also run community events, such as a rooftop discussion on body acceptance in Milan, and limited-edition releases tied to Pride.

Sustainability is part of the brand's stated rationale: the reusable aluminium razor is presented as an alternative to disposable razors. The company says its shipments use plastic-free, FSC-certified paper packaging and that it offsets the carbon emissions of every shipment, citing a partnership with up2you under which it reports having compensated 11,000 kilograms of CO2 [3].

Fler has raised external capital across several rounds. In 2022 it secured a seed round of about 380,000 euros [10]. A subsequent round of roughly 800,000 euros followed, with investors including Bonsai Ventures and Loop Srl [9]. In April 2024, the Italian industrial group Orange1 Holding entered Fler's capital to support the brand's growth in Italy and in new markets; Violante framed the deal as a way to accelerate development with Orange1's expertise and resources [8].

In 2025, Fler's razor was named one of three finalists for the Cosmoprof Awards, selected from more than 800 entries [3]. The company also lists features in Italian editions of titles including Vogue, Vanity Fair, Cosmopolitan and Marie Claire as part of its press portfolio, and the brand was profiled by the editorial outlet The Italian Reve in 2023 [7].

Fler is active. Recent visible activity includes the 2025 Cosmoprof Awards nomination, ongoing posting on its @flerworld social accounts, and a current copyright year on its website. It operates across multiple European markets and maintains a United States storefront based in Pennsylvania.