![]() Flamingo, Billie, and Athena all have a range of candy-colored, moisture-enhanced razors to choose from, and each brand offers a subscription so you don’t have to worry about working with a dull blade. “Our ultimate goal is to elevate the shaving experience,” says Pace.Īllowing for a chicer shaving experience seems to be the common thread that ties the new class of razor brands together. In 2021, Flamingo redesigned its razors with a water-activated comfort system and a pivoting hinge to “hug every curve,” and the result was something that’s easy to use, delivers a close shave, and (by no accident) looks great in your shower. Not only are the new generation of women’s products designed to work with our bodies, but they also happen to come with a joy-inducing aesthetic. If you’ve taken a peek down the razor aisle recently, you may have noticed that it looks a whole lot different than it used to. “Being able to have products that feel elevated but also functional is really important to everything we create - even if you only have 30 seconds to shave, we want that moment to feel special,” says Hanni founder Leslie Tessler. They’ve all set out to make shaving less of a chore and more of a full-fledged self-care practice. Other brands leading the charge in women’s hair removal include Athena Club, which launched in 2017 with affordable, subscription-based razors Oui the People, which launched in 2017 with razors designed for sensitive skin and Hanni, which launched in 2020 with a weighted, single-blade razor that has since gone viral. ![]() “When and if you need or want to shave, we have a great product that won’t make you feel pressured to be or look a certain way.” “We've always believed that what someone does with their body hair, whether they choose to remove it or keep it and anything in between, should be entirely up to them,” says Georgina Gooley, co-founder of Billie, which launched in 2017. But now, that’s started to shift thanks to an influx of new-ish brands that all have the mission of bringing choice into women’s shaving. “Because the focus is on women removing hair, you’ll notice a lot of hair removal products are - and have always been - overtly and stereotypically feminine,” she tells Bustle. Historically, hair removal has always been positioned as something that women are expected to do, notes Natalie Pace, head of brand communications at Flamingo, a shaving and body-care brand that launched in 2018. How The Conversation Around Hair Removal Has Shifted No matter how - or where on your body - you choose to shave, these days, there’s a product for you. ![]() Though Venus may have opened the door for innovation on women’s razors, a recent rise of female-focused design, easier-to-use products, and better post-shave options has paved a path forward for shaving to become more personalized. Simply put: Shaving is no longer a one-size-fits-all practice. If you do turn to shaving as your method of choice, though, there’s never been a better time to do it. Not only are there more options than ever before (Waxing! Plucking! Threading! Depilatory creams! Electrolysis! Sugaring! Professional lasering! At-home lasering!), but there’s significantly more choice around whether or not you choose to do it in the first place - if you want to embrace hairy armpits and big bush energy, more power to you. In the two decades since that revolutionary launch, a whole lot has shifted in the conversation around women’s hair removal. Needless to say, it changed the world of shaving as we once knew it. Within three years, the brand had established Venus as a “beauty essential” and projected a billion dollars in sales. Its three blades promised to deliver a closer, more long-lasting shave the razor head moved with the natural contours of a woman’s legs and armpits and the handle was ergonomically designed so that users could easily switch their grip to hit hard-to-reach areas and not have to worry about dropping it in the shower. Until Gillette launched the Venus razor in 2001, the first ever razor to be developed with women in mind, we were stuck with pink versions of whatever men were using on their faces - which didn’t exactly bode well for avoiding nicks and irritation.
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