Stockholm razor subscription brand disrupting the category with body-positive messaging, pastel design, and viral social-first creative since 2019.
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See all ads on AdLibrary →Estrid is a Stockholm-based razor subscription brand founded in 2019, known for disrupting the traditional shaving category with inclusive, body-positive messaging, pastel packaging, and a strong DTC subscription model. The brand rapidly expanded across Europe, leveraging viral social content and Meta paid media.
Estrid's paid media is built on a simple insight: most razor brands made consumers feel bad about body hair. Estrid flipped this, making shaving a joyful, inclusive self-care moment. Their ads are deliberately colourful, body-positive, and often humorous—converting scroll-stopping visual contrast into strong CTRs. The subscription model ensures high LTV justifies aggressive paid acquisition. Explore Estrid's ad archive at AdLibrary.
Instagram was Estrid's launch pad—pastel product photography and inclusive casting went organically viral before scaling with paid. Facebook campaigns focus on subscription sign-up conversion with starter set offers. TikTok has become an increasingly important organic and paid channel, where Estrid's irreverent tone performs exceptionally well with younger audiences.
Recurring themes: body acceptance, 'shave or don't', self-care as joy, and subscription convenience. Copy is conversational, witty, and gender-neutral. Starter pack offers with discounted first kits are a staple direct-response hook. Creator partnerships and influencer unboxings extend reach cost-effectively.
Estrid's playbook demonstrates how challenging a category's implicit values—rather than just its products—can create a brand movement. Body-positive positioning generated earned media and organic virality that dramatically subsidised early paid acquisition. For DTC subscription brands, cultural differentiation is a more durable moat than product specs alone.
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