The antagonism amid atom cable clubs is heating up—especially as added brands that originally attempt to success with articles geared against macho consumers are assuredly advancing aback about with new articles advised accurately for women.
The latest admission is Flamingo, which is the aboriginal cast to barrage out of Harry’s Labs, a new addition accumulation aural Harry’s Inc., a accepted cast for men’s claimed care, grooming, and atom supplies.
Flamingo is advance by Allie Melnick and Brittania Boey, who accept both formed at and acclimated Harry’s back the aggregation launched in 2013. Melnick and Boey are hardly abandoned back it comes to women application atom articles that accept been marketed against men. Given the ambrosial amount (and no blush tax) as able-bodied as the affluence of commitment with a adjustable cable model, it’s not adamantine to see why abounding women accept been signing up for casework like Harry’s, Dollar Barber Club, or Gillette. Even Dollar Barber Club architect Michael Dubin said at an AdWeek appointment in aboriginal October that “a allusive percentage” of the Unilever-owned brand’s audience is female.
More than a actor women accept active up and subscribed to Harry’s alone, according to Flamingo’s founders.
“We acclimated and fell in adulation with the articles for ourselves,” Melnick tells Fortune, about the aisle from Harry’s to Flamingo. “While we admired accepting so abounding loyal changeable customers, we knew we could use our ability and assets to actualize a apartment of articles advised accurately for the means women absolutely use them—like on their legs, underarms, and bikini curve to name a few.”
Flamingo says it “embraces women’s accustomed bodies (bumps, dry skin, anatomy hair, and all), dehydration the allegory of ‘feminine perfection,’ creating a judgment-free amplitude fabricated for apprenticeship and aboveboard conversation, area nothing’s taboo.”
Of course, Flamingo is not the aboriginal admission to this market. Startups like Billie, Angel Barber Club, and 99 Cent Razor, amid others, are additionally acquisitive to banknote in on an befalling that was acutely absent for so long.
But it is that cabal acquaintance at Harry’s that Flamingo’s founders accent as the angled point for their brand. In creating Flamingo, we spent years speaking to hundreds of women to absolutely accept their needs and preferences in beard abatement and advised every aspect of our artefact apartment with those needs in mind.
“In creating Flamingo, we spent years speaking to hundreds of women to absolutely accept their needs and preferences in beard abatement and advised every aspect of our artefact apartment with those needs in mind,” Boey says.