Harry's

Harry's is an American shaving and personal-care company founded in 2012 by Andy Katz-Mayfield and Jeff Raider. The company was created around a direct-to-consumer model intended to make razor purchasing simpler, more convenient, and less expensive than traditional premium shaving channels. It launched its subscription service in March 2013, mailing replacement blades, shaving cream, and related grooming products to customers on a recurring basis. The brand's early proposition combined modern design, straightforward product presentation, and online distribution. Its first products were designed by Prime Studio Inc., while the identity and packaging were developed with the creative agency Partners & Spade, now known as Mythology. Harry's initially attracted attention as part of a broader group of digitally native consumer brands that sought to challenge established personal-care companies through e-commerce, subscription purchasing, and direct customer relationships. A major turning point came in January 2014, when Harry's acquired Feintechnik, a German razor-blade manufacturer based in Eisfeld, for $100 million. The purchase gave the company greater control over blade manufacturing and supply rather than leaving production entirely to outside suppliers. Harry's blades are manufactured at the Feintechnik facility in Germany, while razor handles are manufactured in China. The acquisition also gave the relatively young brand an industrial manufacturing base with roots dating to the early twentieth century. Harry's expanded beyond its own website during the middle of the 2010s. Its products became available at Target and Walmart by 2017, and the company began selling in the United Kingdom later that year. This combination of subscriptions, direct online sales, and mass-retail distribution became central to its business model. In 2018, Harry's raised a reported $112 million Series D round, and it also introduced Flamingo, a women's shaving and skin-care brand intended to extend the company's capabilities into an adjacent consumer segment. The company became the subject of a proposed acquisition by Edgewell Personal Care, the owner of the Schick shaving brand, in 2019. Edgewell announced a planned purchase valued at $1.4 billion, but the United States Federal Trade Commission sued to block the transaction in February 2020. The FTC argued that combining Schick with Harry's could reduce competition in the U.S. shaving market. Edgewell subsequently abandoned the proposed deal. Harry's continued operating as an independent private company. Forbes reported in 2021 that it had raised a Series E financing round at a valuation of approximately $1.7 billion. In December of that year, the company announced an agreement to acquire Lumē, a deodorant brand, for an undisclosed amount. The transaction broadened Harry's beyond shaving into everyday personal care. The company has also maintained a social-impact program associated with donating a portion of sales and supporting employee volunteering, with later charitable emphasis on men's mental health and suicide prevention. By 2023, Harry's shaving products were reported to generate approximately $300 million of the company's roughly $750 million in annual revenue. Reuters reported in 2024 that the company had filed confidentially for an initial public offering, although no public listing or ticker is established in the supplied sources. In 2025, Harry's introduced its first major rebrand since its 2013 launch, revising its logo, packaging, website, and broader visual identity. The company remains a prominent digitally originated grooming brand with manufacturing, subscription, retail, and portfolio-brand activities.

Harry's was founded in July 2012 by Andy Katz-Mayfield and Jeff Raider, who had met while working at Bain & Company. The founders sought to create a more convenient and transparent way to buy shaving products, drawing on the emerging direct-to-consumer model used by digitally native consumer companies. The business launched its subscription service in March 2013, offering customers recurring deliveries of razor blades, shaving cream, and other grooming products. The company's initial product range was designed by Prime Studio Inc. Its brand identity and packaging were developed with Partners & Spade, the creative agency now known as Mythology. This early creative work helped establish Harry's as a design-conscious alternative to traditional shaving companies, whose products were commonly sold through supermarkets, pharmacies, and department stores at premium prices. Harry's also introduced a social-purpose element through its Give a Shave program. The original initiative supported The Mission Continues, which worked with veterans returning from Iraq and Afghanistan. By the end of 2013, the program had shifted toward donating 1% of sales while employees contributed 1% of their time to charitable organizations such as City Year. Harry's pursued vertical integration soon after launch. In January 2014, it purchased Feintechnik GmbH Eisfeld, a German manufacturer of razor blades, for $100 million. Feintechnik had been established in 1920 and was nationalized in 1948 as VEB Feintechnik Eisfeld before being privatized after German reunification. The acquisition allowed Harry's to control blade production and improve its ability to manage product development and supply. Blades continued to be manufactured at the Eisfeld facility, while razor handles were produced in China. The company raised a reported $75.6 million in 2015. In a 2016 interview, co-founder Andy Katz-Mayfield said Harry's had two million customers. The brand then broadened its distribution model. By January 2017, its products were sold through Target and Walmart, and it began selling in the United Kingdom in June of that year. The move into physical retail gave Harry's access to customers who did not subscribe online and reduced its dependence on a single acquisition channel. In February 2018, Harry's raised a reported $112 million Series D round led by Alliance Consumer Growth and Temasek, with participation from Tao Capital Partners. Later that year it launched Flamingo, a women's shaving and skin-care brand. Flamingo represented an effort to reuse Harry's product-development and direct-commerce capabilities in a new demographic and category. Harry's entered a period of strategic uncertainty in 2019 when Edgewell Personal Care announced plans to acquire it for $1.4 billion. Edgewell owned Schick, one of the established competitors in the shaving market, and expected the deal to close by the end of the first quarter of 2020. On February 3, 2020, the Federal Trade Commission filed suit to block the transaction. The regulator argued that the combination could weaken competition by bringing a significant digitally native challenger under the ownership of a major incumbent. Edgewell subsequently backed away from the acquisition, leaving Harry's independent. Harry's continued to raise capital after the failed transaction. Forbes reported in March 2021 that the company had secured Series E financing at a valuation of approximately $1.7 billion. In December 2021, Harry's announced that it would acquire Lumē, a deodorant brand, for an undisclosed amount. This move extended the group from shaving into odor-control and broader personal-care products. Harry's charitable activity also evolved toward men's mental-health care and suicide prevention, including work associated with the Campaign Against Living Miserably, the HEADstrong Foundation, and The Trevor Project. The company has described its ongoing model as donating 1% of sales, while employees receive paid time to volunteer with registered nonprofit organizations. By 2023, reported figures indicated that shaving products generated about $300 million of Harry's approximately $750 million in annual revenue. Reuters reported in 2024 that Harry's had filed to pursue an initial public offering, but the supplied material does not establish that a public listing occurred. In 2025, the company announced its first major rebrand since 2013, updating its logo, packaging, website, and visual system. Harry's remains an active private grooming company combining direct subscriptions, online commerce, retail distribution, in-house blade manufacturing, and a portfolio approach to personal care.

1. 2025Major brand redesign

   Harry's updated its logo, packaging, website, and visual identity in its first major rebrand since launch.

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2. 2021Series E and Lumē acquisition

   Harry's raised reported Series E financing and announced the acquisition of Lumē.

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3. 2020FTC challenges proposed merger

   The Federal Trade Commission sued to stop the Edgewell-Harry's transaction, which Edgewell later abandoned.

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4. 2019Edgewell announces proposed acquisition

   Edgewell Personal Care announced a planned $1.4 billion purchase of Harry's.

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5. 2018Flamingo launches

   Harry's introduced Flamingo as a women's shaving and skin-care brand.

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6. 2017Mass-retail and international expansion

   Harry's products became available at Target and Walmart, and the company entered the United Kingdom market.

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7. 2015Third financing round

   The company received a reported $75.6 million third-round financing.

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8. 2014Feintechnik acquisition

   Harry's acquired Feintechnik in Germany for $100 million to obtain greater control over razor-blade production.

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9. 2013Subscription service launches

   Harry's began its direct-to-consumer subscription service in March, shipping replacement blades and grooming products to customers.

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10. 2012Harry's is founded

    Andy Katz-Mayfield and Jeff Raider founded Harry's in July as a digitally oriented shaving and personal-care company.

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Accessible, design-led personal care distributed through a combination of direct-to-consumer subscriptions, e-commerce, and mass retail. Harry's emphasizes convenience, recurring blade replenishment, control of manufacturing, and a more approachable alternative to traditional premium shaving brands.

• Harry's RazorsRazors and blades2013

  Harry's core product line consists of razor handles, cartridge systems, and replacement blades. The products are sold through the company's direct online channels, recurring subscription plans, and physical retail. Blade production is handled at the company's Feintechnik facility in Eisfeld, Germany, while handles are manufactured in China. The line anchors the brand's convenience-oriented shaving proposition.

• Harry's Shaving ProductsShaving care2013

  Harry's sells shaving cream and related preparation products intended to accompany its razor systems. These products are included in the company's recurring delivery model and broader grooming assortment, allowing customers to replenish multiple parts of a shaving routine through one brand.

• FlamingoWomen's shaving and skin care2018

  Flamingo was launched by Harry's in 2018 as a women's shaving and skin-care brand. It extended the company's product-development, branding, and direct-commerce capabilities into an adjacent segment beyond its original men's shaving focus.

• LumēDeodorant

  Lumē is a deodorant brand that Harry's announced it would acquire in December 2021. The acquisition broadened Harry's portfolio into odor-control and everyday personal care. The supplied material does not specify the acquisition price or subsequent operating structure.

• 2013Give a Shave

  United States

  Harry's launched a social-impact program that initially donated a free razor blade, or its equivalent cost, to charitable organizations for qualifying purchases. The program first supported The Mission Continues and veterans returning from Iraq and Afghanistan.

  Outcome. By the end of 2013, the model had shifted to donating 1% of sales, with employees also contributing time to nonprofit organizations.

  Source
• Men's mental-health and suicide-prevention partnerships

  United States · United Kingdom

  Harry's later charitable activity emphasized improved mental-health support for men and suicide prevention, including work associated with the Campaign Against Living Miserably, the HEADstrong Foundation, and The Trevor Project.

  Outcome. The supplied material describes these partnerships as part of the company's continuing 1%-of-sales giving and employee-volunteering approach.

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• 2025Undertake first major rebrand since launchStrategy

  After more than a decade of operation and expansion into additional categories, Harry's updated its consumer-facing identity.

  What changed. The company revised its logo, packaging, website, and visual identity.

  Aftermath. The redesign marked a new visual phase for the brand, although the supplied material does not describe subsequent commercial results.

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• 2021Acquire LumēM&A

  Harry's was expanding from shaving into a wider portfolio of personal-care categories.

  What changed. Harry's announced that it would acquire deodorant brand Lumē for an undisclosed price.

  Aftermath. The transaction extended Harry's portfolio into deodorant and odor-control products.

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• 2019Agree to proposed Edgewell acquisitionM&A

  Edgewell Personal Care sought to combine its established Schick shaving business with Harry's digitally native brand and customer base.

  What changed. Edgewell announced a planned acquisition of Harry's for $1.4 billion.

  Aftermath. The FTC sued to block the deal in February 2020, and Edgewell later withdrew from the transaction.

  Proposed acquisition value. $1.4 billion (May 2019)

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• 2018Launch FlamingoProduct launch

  Harry's wanted to apply its direct-to-consumer and brand-building capabilities to an adjacent personal-care segment.

  What changed. The company launched Flamingo, a women's shaving and skin-care brand.

  Aftermath. The launch broadened Harry's portfolio beyond its original men's shaving focus.

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• 2017Expand from direct commerce into mass retailStrategy

  Harry's sought to reach customers beyond its subscription website and reduce dependence on a single distribution channel.

  What changed. The brand added availability at Target and Walmart and entered the United Kingdom market.

  Aftermath. Harry's operated across subscriptions, online sales, and physical retail in the United States and United Kingdom.

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• 2014Acquire Feintechnik to integrate blade manufacturingM&A

  Harry's relied on a manufacturing base that it wanted to control more directly as it expanded its subscription and retail business.

  What changed. The company acquired German razor-blade manufacturer Feintechnik for $100 million.

  Aftermath. The acquisition provided Harry's with its own blade-manufacturing facility in Eisfeld, Germany.

  Acquisition price. $100 million (January 2014)

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• 2020FTC challenge to proposed Edgewell acquisitionControversy

  The Federal Trade Commission sued to block Edgewell Personal Care's planned acquisition of Harry's, arguing that combining the Schick owner with Harry's could harm competition in the shaving market. Edgewell later abandoned the transaction. This was a regulatory and antitrust dispute rather than an allegation of misconduct by Harry's.

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• 2025Harry's unveils major brand redesign

  Harry's introduced its first major rebrand since launch, updating its logo, packaging, website, and visual identity.

  CampaignOther
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• 2021Harry's raises Series E financing

  Forbes reported that Harry's raised a Series E round at an approximately $1.7 billion valuation.

  Other
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• 2021Harry's announces acquisition of Lumē

  Harry's announced that it would acquire deodorant brand Lumē for an undisclosed price, expanding its personal-care portfolio.

  M&A
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• 2019Edgewell announces planned acquisition of Harry's

  Edgewell Personal Care announced a proposed $1.4 billion acquisition of Harry's, but the transaction was later challenged by U.S. regulators.

  M&A
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• 2018Harry's launches Flamingo

  Harry's introduced Flamingo, a women's shaving and skin-care brand.

  Product launch
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• 2017Harry's products reach Target and Walmart

  Harry's expanded its distribution from direct online channels into major U.S. mass retailers.

  Other
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• 2017Harry's begins selling in the United Kingdom

  The brand extended its retail and online availability to the United Kingdom.

  Other
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• 2014Harry's acquires German blade manufacturer Feintechnik

  The company bought Feintechnik GmbH Eisfeld for $100 million, giving it direct control over an important part of razor-blade manufacturing.

  M&A
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• 2013Harry's launches direct-to-consumer subscription service

  Harry's began mailing razor blades, shaving cream, and related grooming products to customers through a recurring subscription model.

  Product launch
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1. Harry's