Razor Brand Estrid Defies Beauty Industry Standards in Inclusive Campaign

Estrid, the vegan subscription-based razor brand, has today unveiled ‘For Human Beauty’ - a poignant new creative platform, aiming to celebrate inclusive beauty irrespective of gender, race, religion, sexual orientation or any other label insisted on by society.

As part of the launch, Estrid has collaborated with a broad range of ambassadors who represent different corners of the world’s diverse community, and those who are known for their individuality and speaking out against the status quo and what is defined as ‘normal’. The star-studded line-up includes non-binary and trans visibility activist Gialu Mx and queer, body positivity influencer Enam Asiama, amongst others.

Launching on 13th March 2023, during ITV’s Love Island finale, For Human Beauty’s TV debut is estimated to reach 16 million viewers in the UK alone - with additional TV coverage due to go live across Channel 4 and Sky stations. The new release aims to put an end to outdated beauty standards through a suite of empowering assets rolled out on TV, OOH, web and social media, reinforcing the brand’s commitment to fighting for a fairer, more inclusive industry.

The OOH launch will include London Underground banners, roadside billboards and digital screens at London’s O2 Arena - staying on brand with appearances during upcoming Lizzo and Sam Smith concerts. Social hotspot Box Park, Shoreditch, will also be graced with For Human Beauty, with nationwide OOH formats reaching Manchester and Leeds.

The empowering new film, released as part of the platform, takes place in a breath-taking Swedish castle, with a vibe that can only be described as otherworldly and empowering. We follow the icons in ethereal-looking surroundings as they express themselves in awe-inspiring ways; pruning a monobrow, showing off beautifully hairy armpits and coming together to celebrate individuality and show their defiance of labels and stereotypes.

Research commissioned by Estrid revealed that almost two-thirds (61%) of the UK do not feel represented by the beauty industry - and almost half have avoided buying certain products because they felt excluded, suggesting beauty brands need to step up and do better to represent the different colours of society.

Ben Eliass, CEO, said, “Our aim is for every human to feel seen, understood and represented by the brands and products that they feel are right for them, irrespective of their gender, sexual orientation, skin colour, disabilities, body shape or religion.

We believe the bathroom can be a place for self-discovery and, whether you shave or not, having the right product and spaces for you is an essential part of any personal routine.”

Caroline Borelius, director of brand marketing, said, “The concept for the platform was born out of our own personal experiences with beauty and body care, and looking for a brand to authentically represent who we are as people, undefined by our gender or orientation.

For Human Beauty is here to hold a mirror to every human, and champion those redefining what beauty and physical expression can look like, in a world without boundaries. We hope in turn this helps remind people that all bodies are beautiful and that making time for personal wellness, no matter what that looks like to you, should be for everyone.”

The release of For Human Beauty coincides with another huge moment for the business, as it announces it will be available in household high-street giant: Boots, the first brick-and-mortar retailer to stock Estrid in the UK.