Flamingo

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Overview

Flamingo is a direct-to-consumer women's shaving brand launched in 2018, offering razors, shave creams, and related grooming products. It positions itself in the women's personal care market with aesthetically designed, functional tools aimed at comfortable shaving. The brand expanded from online sales to retail presence in food and drug stores while introducing innovations like the Moisture+ razor.

History

Flamingo was founded in 2018 by Alix Trull and Erik Allen Shustad, targeting women underserved by traditional razor brands. In 2021, it was acquired by Harry's, a men's grooming company. Key milestones include retail expansion into stores like Target and the 2026 launch of the Moisture+ razor with a retro-themed campaign.

Product Lines

Product Line	Positioning	Price Range
Razors	Women's five-blade shaving systems	$15 - $25
Shave Creams	Lathering foams for smooth application	$8 - $12
Moisture+ Razors	Lubricated razors eliminating need for cream	$20 - $30
Body Serums	Post-shave moisturizers	$10 - $15

Manufacturing

Products are manufactured overseas through contract facilities, consistent with parent company Harry's supply chain. Specific locations are not publicly detailed.

Notable Products

Flamingo Razor - Five-blade women's razor with pivoting head for close, nick-free shaves.
Shave Cream - Richly lathering cream compatible with Flamingo razors.
Moisture+ Razor - Built-in lubrication razor launched in 2026 to replace traditional shave creams.
Body Serum - Hydrating serum applied after shaving to soothe skin.

Reputation

Flamingo receives mixed reviews, with users praising comfortable, smooth shaves and effective products that pair well with its shave cream. Criticisms include razor head durability issues and poor customer service, particularly for international buyers. Some Target shoppers report negative experiences highlighted in social media comments.

Sources (5)