Art of Shaving
AcquiredOverview
The Art of Shaving is a premium grooming brand specializing in high-quality shaving products including creams, soaps, pre-shave oils, after-shave balms, and razors. Founded in 1996, the company positions itself as a luxury men's grooming retailer that elevates shaving through carefully formulated products designed to reduce irritation and provide a refined grooming experience. The brand serves individual consumers and professional barbers across North America, Europe, and parts of Asia through direct-to-consumer sales and partnerships with beauty and grooming outlets.
History
The Art of Shaving was founded in October 1996 by Eric Malka and Myriam Malka in New York City, adapting the concept of traditional London men's grooming shops for the American market. The company gained significant visibility following a feature article in The New York Times in March 1997, which dramatically increased sales and allowed Eric Malka to commit full-time to the business. The company raised $15 million through funding rounds, with the most recent being a Growth round in June 2009. Procter & Gamble acquired The Art of Shaving in June 2009, integrating it into its consumer products portfolio.
Product Lines
| Product Line | Positioning | Price Range |
|---|---|---|
| Shaving Creams & Soaps | Premium aromatherapy-based formulations | $25 - $65 |
| Pre-Shave & After-Shave Products | Luxury grooming oils and balms | $30 - $75 |
| Razors & Accessories | Hand-crafted grooming tools | $150 - $1,800 |
Notable Products
- Sandalwood Shaving Cream - Flagship product highlighting the brand's commitment to quality aromatherapy-based formulations
- Pre-Shave Oil - Key offering designed to soften facial hair and protect skin before shaving
- Hand-Crafted Razors - Premium grooming tools positioned as elegant accessories for the shaving ritual
Reputation
The Art of Shaving is recognized as the world's leading premium shaving brand, known for its aromatherapy-based grooming products and commitment to quality craftsmanship. The brand has built a reputation for delivering luxury grooming experiences through meticulously formulated products that address common shaving concerns like razor burn and skin irritation. The company emphasizes execution and customer experience, having successfully built a robust sales and marketing organization focused on individual customer satisfaction. As a Procter & Gamble subsidiary, the brand maintains its premium positioning while benefiting from the resources of a major consumer products corporation.