ShaveSafe

ShaveSafe is a Danish grooming company that makes shaving and hair-removal products for both men and women. Based in Hørsholm, north of Copenhagen, it was founded by Nana Rytter Nielsen, who launched the first product on the Danish market in March 2011 [1]. The company built its range around a single idea: shaving without the bumps, itching, ingrown hairs and razor burn that irritate sensitive skin.

The brand remains active. Its webshop is running, and in February 2023 one of its foams was tested and given the top mark by the Danish Consumer Council, Forbrugerrådet Tænk [7]. Its primary market is Denmark, where the products are also resold through pharmacies and beauty retailers.

ShaveSafe grew out of its founder's own experience. According to the company, Nana Rytter Nielsen developed the range in collaboration with Danish pharmaceutical experts specifically to address shaving irritation [1]. She began developing the product around 2010 and brought the first item, a shaving foam, to market in March 2011 [9]. The brand's own About page dates the launch to 2011, while some secondary accounts place the start of development in 2010; the two are consistent, describing the beginning of formulation and the eventual market launch rather than a disputed founding date [1][9].

The company is registered as Shabenaa – ShaveSafe, with an address on Bloustrødvej in Hørsholm [2]. Shabenaa is the operating company behind the brand rather than an outside owner.

ShaveSafe sells a compact range organised around the shaving routine: foams and gels for normal and sensitive skin, safety razors and replacement blade heads, and post-shave care. Later additions extended the line into more specific needs, including a Bikini Line Repair Cream introduced in 2019 and an Aftershave Repair Balm in 2020. The catalogue is split into "For Him" and "For Her" collections that share the same core products, alongside travel-sized gels, razor holders, and complete shaving kits.

The company positions the range as a patented product series that is dermatologically tested and, in its own words, "clinically proven" [1]. Nielsen describes the products as ensuring "a good and safe shave without discomfort," and the brand summarises its values as reliability, hygiene and wellness [1]. Its tagline is "Enkel. Glat. Sikker." — Danish for "Simple. Smooth. Safe." The products are marketed as free of parabens, fragrance and dyes, a claim later supported by third-party testing. Pricing sits in the everyday drugstore tier, and distribution is multi-channel: the brand sells directly online and through a network of Danish resellers.

After the 2011 launch, ShaveSafe introduced its Sensitive line in 2012 and was nominated for "Best New Product" at the Danish Grooming Award the same year [1]. In 2013 its shaving foam won a best-in-test verdict from the Danish health magazine iFORM, scoring five out of five [8]. The range was expanded over the following years, with the bikini cream added in 2019 and the aftershave balm in 2020, alongside a website redesign.

ShaveSafe's most cited endorsement is the 2013 iFORM test, where its foam took the top score and, in the magazine's verdict, beat products from Gillette, Dermalogica and Avène; the review called it "one of the best shaving foam on the market" [8]. A decade later, in February 2023, the Danish Consumer Council's chemical test of ShaveSafe Man Shaving Foam for normal skin awarded the product its highest rating, finding no fragrance, no suspected hormone-disrupting substances and no other flagged ingredients [7]. The brand has also been reviewed in Danish lifestyle press, including Femina.

ShaveSafe is active. The company operates from Hørsholm under the registration Shabenaa – ShaveSafe, runs an online shop, and continues to be resold through Danish pharmacies and retailers. The most recent independent signal is the February 2023 Forbrugerrådet Tænk product test, and the brand maintains active customer reviews with company responses [7]. Its scope is essentially single-country, centred on the Danish market.