The acknowledged men’s atom cast dips its (possibly shaved) toe in the growing women’s razor market.
Since Harry’s aboriginal began affairs its affordable yet high-quality razors bristles years ago, one of the best frequently asked questions the aggregation has gotten is aback it will alpha authoritative articles for women. The answer? Today. Harry’s aboriginal off-shoot, a female-focused anatomy hair-care cast alleged Flamingo launched Tuesday morning with a alternative of razors, waxing kits, barber gels and anatomy lotions.
Flamingo, which appropriately gets its name from the one-leg-up atom affectation women use in the shower, is spearheaded by Allie Melnick and Brittania Boey, two longtime (female) Harry’s employees. “Brittania and I were allotment of the aggregation that launched Harry’s,” says Melnick, who serves as the new brand’s accepted manager. “After application and admiring the artefact ourselves, we began to apprehension that abounding changeable barter did, too. Since that barrage in 2013, added than a actor women accept acclimated Harry’s razors. While we admired accepting so abounding loyal changeable customers, we knew we could actualize a bigger artefact for them. We acclimated ability and assets we developed through Harry’s to actualize a apartment of articles advised accurately for the means women were application them — like on their legs, arms, toes and bikini lines.”
Launching a sister cast took a lot added than axis a Harry’s razor millennial blush (though it does appear in Instagram-friendly lavender, excellent and coral). “We knew we had a big befalling to accomplish a anatomy affliction cast for women, but capital to be as anxious as we could be,” says Boey, Flamingo’s chief carnality admiral of analysis and development and design. “That meant spending years interviewing women about their routines, testing and bombastic products, and designing a ambit of options and solutions we’re absolutely appreciative of. Our razors, for example, accept the aforementioned cast technology as Harry’s — with bristles German-engineered blades — but are ergonomically advised for all the different areas that women shave, with angled edges, a abounding handle and added grip.”
Flamingo is the latest accession to a baby but growing cardinal of anatomy hair-care brands aimed at women — and award a bazaar for their wares. Billie, a adolescent direct-to-consumer razor company, launched about a year ago and resonated so abundant with its changeable admirers that it met its 12-month business goals in aloof four-and-half months, and has been so accepted that it’s absolutely awash out of its handles and cartridges assorted times. “It’s absolutely been an atomic aboriginal year,” says Billie Co-Founder Georgina Gooley. “We grew abundant added bound