SHAVING HARDWARE ECO REPORT
double edged stainless steel safety blades, a moisturising shave bar and canvas razor storage, which retails for an initial price £19.13 and then goes up to £29.99.
Pricing is one of the challenges surrounding sustainable razor options, as many options available on the market can run upwards of US$50. Lawrence explains that while people want to be eco-friendly and use sustainable products, they don’t always want to pay for it. “It is a very hard line. How do you get that consumer balance right? Because people want to buy things cheaply. If they can, they will also want to be eco-friendly. But a lot of times, if you’re going to go down a sustainable, eco-friendly route, it does cost more.” She adds that making this investment is the key to reducing the amount of plastic entering landfills. “Many customers can’t see that they are actually buying the cheaper razor 20, 30, 40 times over, and it’s going to cost them more money,” says Lawrence. “They can’t see that, actually, if I buy this item once and I replace the blades at a much cheaper price, it’s going to save me in the long run.” With this in mind, Emadi says the retention rate of its subscriptions has been “absolutely fantastic”, showcasing the effectiveness of the model for alternative razors.
She notes that the success comes down to personalisation, and doing “those extra little things” for the subscriber. “We have beautiful postcards printed for every month, with just wonderful inspirational quotes,” Emadi adds. “It seems like a really small thing and is not a big addition for us, but I think it is those small things that the consumer really does appreciate.”
RECYCLING MATTERS
UK shaving brand Bulldog Skincare is another company which has focused its efforts on creating a more sustainable shaving industry. Its USP is a cartridge-based razor system, with a solid handle made of either bamboo or recycled glass. James Barnes, General Manager of Bulldog, explains that the brand’s cartridge razor blades are made up of materials that are recyclable, but can’t currently be recycled as they are. Consequently, if consumers place them in their recycling bin they will most likely end up in landfill. He goes on to say that the brand was not “comfortable” with this idea, and decided to launch its own recycling scheme in 2021. The scheme, which was created in partnership with waste management company First Mile, allows consumers to send their used razor blades back to the company completely free of charge to be recycled into energy.
“Once we receive the blades, we sort them and then turn the used blades into energy,” adds Barnes. “This is done at certified
cosmeticsbusiness.com September 2022 29
WE ASK THE EXPERT
Adam Simone, co-founder, Leaf Shave How is your company helping to create a more sustainable shaving industry? We’re ushering in a more sustainable future to shaving using
innovation. Our approach both respects our past while understanding our needs continue to evolve. We look to take tools that are used every day and engineer unique solutions that eliminate disposable plastic. Importantly, we refuse to compromise on experience. Adoption of less wasteful solutions will only happen en masse when
those solutions don’t compromise on safety, experience and effectiveness. I’m sure we’ve all felt the frustration of a sopping-wet paper straw. Yes, a paper straw eliminates plastic straws but the experience leaves something to be desired. Leaf Shave will never be the paper straw of shaving. Instead, we want people who switch to Leaf because of the more sustainable design, and stay with Leaf because the shave is the best they’ve ever had. Our flagship razor, The Leaf, is an advanced plastic-free razor, covering ground efficiently from head to toe. We’re pushing the boundaries of what metal razors can do, and our research and development pipeline represents the natural future of shaving.
Bulldog Skincare, Nuddy and Leaf Shave are innovating in the shaving space and, in some cases, providing a modern spin on traditional shaving techniques to help consumers move away from single-use plastic
Energy from Waste facilities, creating renewable energy that is used to power homes and businesses.”
Barnes ends by saying that Bulldog is continuing to invest in sustainable products, and adds: “We can’t give too much away but we’ll be looking to continue challenging the market with new launches that hold sustainability at their core and that continue to successfully disrupt the male grooming space”
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