We’re taking a bigger step into hair removal, and this one is cutting-edge.
Customers can now shop Estrid on ASOS - the razor brand that’s become a bathroom must-have for millions. Launching globally (excl. US), this is a smart step in our plan to keep bringing exciting, relevant brands to our fashion and beauty loving customer.
Founded in 2019 by Ben Eliass, Amanda Westerbom and Alan Aygun, Estrid started with a simple insight: over a third of women were using men’s razors. They set out to build something better, and they’ve done just that, selling 80+ million blades and counting!
The Starter Kit is the hero: a weighted steel handle for a comfy, secure grip, a matching wall holder, and two 5-blade cartridges for a smooth, close shave. You’ll also see travel cases and body care on site. And yes, the hydration strip is 100% vegan.
This is a small but meaningful category expansion for Face + Body and another proof‑point that we’re staying close to what our customers actually want. Add‑to‑bag item, sorted.