Nearly every beauty product has had a ‘glow up’. Now, it’s shaving’s turn

For hundreds of years, men and women have been shaving their faces and bodies. And for about the same length of time, the industry has been controlled by a ruling minority. But that’s changing.

In the US, startups such as Dollar Shave Club and Billie have been challenging the Gillettes and Schicks of the world for market share over a task many of us perform daily (though Billie was bought by Schick’s owner, Edgewell, in 2021). In Australia, disruption has been slower, but two new, female-founded brands are trying to make shaving easier and, in the case of one, far more luxurious.

People may know Rebecca Harding as a model, influencer and fiancée of TV personality Andy Lee (Lee works for Nine, the publisher of this masthead). Now, she can add entrepreneur to her CV after teaming with beauty and content specialist Ingrid Kesa to launch LUI, a brand centred around a razor that would look at home in any bathroom “shelfie”.

The pair spent three-and-a-half years developing LUI, during which time they spoke to hundreds of women about their attitudes to hair and hair removal. “We found that 98 per cent of women, regardless of whether they have had laser hair removal still own and use a razor regularly,” says Harding. “In fact, it was one of the products that was most used but most disliked in their shower recess.”

While the LUI razor is conventional in its shape, Harding says the category has been lacking a luxury product for women, where plenty exist for men from brands including Le Labo, Lorenzi Milano and Aesop. “Personally, I shave a much larger surface area than my partner, yet I found nothing created specifically for the way in which many women choose to shave,” she says.

And, as beauty standards shift away from attractive equalling hair-free, Harding says more women want a hair-removal solution that isn’t permanent, so they can tailor it to their needs, and even their hormonal cycles. “Unfortunately, the so-called women’s shaving brands that we grew up with were developed by men,” she says.

Indeed, the safety razor has been around since the 1700s, but really took off during the 1900s under King Camp Gillette, who, according to the company’s website, was the original shaving disruptor. Gillette’s disposable razor gave men an alternative to visiting a barber three times a week for a clean shave. And though women are thought to have shaved their body hair since Ancient Egypt, it was in 1915 that Gillette first marketed a product specifically to women.

Still, the core design of the razor has not changed in more than 100 years, which prompted Sydney-based occupational therapist Susan Parry in late 2023 to lunch Reset, a compact razor she says is more ergonomic not only for women but all body hair removal, irrespective of gender. The $25 razor can be used with three different grips, all designed to keep the wrist in a neutral position as much as possible.