estrid.com
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Estrid: The Subscription Razor That's Not for Everyone
How a 133-person Swedish startup is normalizing body hair care for all genders
Most razor brands are locked in a pink-and-blue gender war. Estrid just ripped up the rulebook. By targeting 'everyone' with vegan, gender-neutral body care subscriptions, this Stockholm-based startup is quietly building a $33M business that refuses to pick a side.
"They're not selling razors—they're selling identity-free convenience. And it's working."
The 'Everyone' Strategy
Estrid's genius lies in its deliberate ambiguity. With 43% organic search and 45% direct traffic, they've built a brand so recognizable that 'estrid' alone drives 14,420 monthly searches. Their social presence (@heyestrid across TikTok and Instagram) speaks to a fluid, inclusive audience that traditional brands like Gillette Venus or Dollar Shave Club can't authentically touch. The result? A cult following that doesn't need gendered marketing to feel seen.
The Data Doesn't Lie
With 10,357 backlinks and a #148,468 global rank, Estrid is punching above its weight. Their top keywords reveal a sophisticated SEO play: 'estrid razor' (2,090 volume) and niche terms like 'estrid shave gift set' (200 volume) show they're capturing both broad and long-tail intent. The 3.6/5 Trustpilot rating from nearly 10K reviews suggests a product that delivers on its vegan, subscription-based promise—though the rating hints at some friction in the customer experience.
The tech stack reveals a modern, performance-obsessed operation. Tailwind CSS, Swiper, and PWA capabilities show they're building for speed and mobile-first users. With Lazy Loading and Priority Hints, they're optimizing for the 201K monthly visitors who expect instant gratification. This isn't a legacy brand retrofitting for digital—it's a digital-native company that happens to sell physical products.
- Gender-neutral branding that actually works (not just lip service)
- Subscription model that locks in recurring revenue from a $33M annual run rate
- Vegan positioning that appeals to conscious consumers without greenwashing
- Multi-channel presence: blog, social, and direct traffic driving 88% of visits
The Future Is Fluid (And So Is Estrid's Market)
While traditional razor brands fight over shrinking gender segments, Estrid is building a new category entirely. With $33M in revenue and a playbook that scales across identities, they're not just disrupting shaving—they're redefining who gets to be 'for everyone.'
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Open Graph Image
http://estrid.com/cdn/shop/files/linkimage_1_e1a5fb3e-aa9e-439a-9f1e-dac85817dcc3.png?v=1758888311
Meta Tags
Razor and deodorant subscription for women, men, anyone, everyone – Estrid
A razor and deodorant subscription and vegan body care products for all humans, however you identify - women, men, anyone, everyone. See Estrid's shaving subscription.
Razor and deodorant subscription for women, men, anyone, everyone
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Reviews (20)
My overall experience is that Estrid is…totally doing very well and have amazing products
My overall experience is that Estrid is an amazing brand with such amazing products!! I love the razors, so smooth to use and I also have a subscription on the blades every third month, so no need to think about where to find them - they come straight in my mailbox 👌 Their exfoliation creme makes your skin soft like a baby butt, no kidding! It's in my top 3 favourite in the world!! I also have a subscription to their deodorant, every 3rd month I get refills - love the whole concept of that. Environment friendly and all 👌 the deo also keep what it promises, nice scent of flowers keeping you smell free ❤️
Hey Lynn! Thank you so much for your feedback. Wow, we're really happy to hear that you love our products. Thank you so much for your trust and for sharing this feedback!
I would say the good outweighs the bad
I would say the good outweighs the bad, the blades are amazing, and I’ve used them for years, even my boyfriend has converted. I would say however the blade clip is a little bit poorly designed. I won’t do anything about it though as it would defeat the purpose of buying something reusable, so, as long as it works most of the times, 5 stars still.
Thank you for your kind words! We are really happy to hear that you have been using our blades for years and that they work so well for you. We appreciate your honest feedback about the blade clip, and we are glad to hear that you still have a positive overall experience. If you need any further help regarding the blade clip, feel free to reach out to us at [email protected] so we can find the best way to assit you Thank you for your support and for choosing Estrid!
Beat razor I’ve ever used
Beat razor I’ve ever used! The subscription is perfect because you always have a new head when you need to change it.
Thank you for sharing this feedback with us! We are really happy to hear that you love the razor and that the subscription works well for you.
Amazing customer service!
Amazing customer service! I contacted Estrid regarding a subscription issue, and the support team was incredibly kind, fast, and helpful. They immediately cancelled my subscription, refunded the last charge, and made the whole process completely stress-free. Communication was clear and respectful, and I genuinely felt taken seriously as a customer. This is how customer service should be done. Thank you, Estrid!
Thank you so much for taking the time to share this with us. We are really happy to hear that our support team could help you quickly! Clear communication and making our customers feel heard is something we truly value, so it means a lot to know that this came through. Thank you for your kind words and for being part of the Estrid community!
Dealt with my delivery issue promptly…
Dealt with my delivery issue promptly and effectively.
Thank you so much for sharing this feedback! We are glad to hear that your delivery issue was handled promptly and effectively.
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About estrid.com
A razor and deodorant subscription and vegan body care products for all humans, however you identify - women, men, anyone, everyone. See Estrid's shaving subscription.
Company Overview
estrid.com Social Media
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Phone Numbers
Technology Stack
estrid.com uses 29 technologies across their website including Font Awesome, Google Fonts, hCaptcha, HSTS, Sentry, and more.
Fonts
Font Awesome, Google Fonts
Security
hCaptcha, HSTS, reCAPTCHA
Error Tracking
Sentry
Programming Languages
PHP
CMS
Contentful
Cloud & Hosting
AWS CloudFront, Cloudflare
Traffic & Audience
estrid.com receives approximately 201.2K monthly visitors and ranks #148,468 globally. The website has a bounce rate of 37% with visitors viewing an average of 6.1 pages per visit. Users spend an average of 2:07 on the site.
The majority of estrid.com's traffic comes from undefined, undefined, .
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This page provides publicly available information about estrid.com. Data is collected from various public sources and may not always be up to date. For the most accurate information, please visit estrid.com directly at https://estrid.com.