Do people really care about his and hers razors anymore? Well, not according to research. In fact, fewer people of any age say that gender labelling influence their toiletries purchases.

In order to establish Estrid as a radical and fast-paced player within its category, we had to embrace the values of Fluid Thinking. By inviting the full spectrum of human identities and expressions, we presented shaving as an arena for self-expression beyond binary rules.

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