Who we are
Body confidence for all
Hi! We’re Estrid, the award-winning vegan hair removal and body care brand on a mission to enable everyone to feel confident in their own bodies. Founded in Stockholm, Sweden in 2019, we’re committed to empowering every body to embrace their authentic selves and create a personal self-care ritual on their terms.
What we value
Inclusivity. Disruption. Playfulness. While the hair removal industry is dominated by the big guys who’ve been around for over a hundred years, we’re on a mission to serve up something a little (okay, a lot) different. We’re unapologetically inclusive, always body positive, and dedicated to making your personal care routine fun, easy and vegan. No matter your gender, race, age or body hair preferences—everyone gets a seat at our table.
Inclusivity. Disruption. Playfulness. While the hair removal industry is dominated by the big guys who’ve been around for over a hundred years, we’re on a mission to serve up something a little (okay, a lot) different. We’re unapologetically inclusive, always body positive, and dedicated to making your personal care routine fun, easy and vegan. No matter your gender, race, age or body hair preferences—everyone gets a seat at our table.
Where we came from
We’re a scrappy little team of 70+ (and counting!) people dedicated to creating products that make a real difference in your everyday life. Intimately familiar with what it’s like to be an outsider, our Iranian Swedish CEO Ben Eliass got together with two friends to challenge the status quo and build a company that enables confidence—with a product for everyone at its core. Now with millions of subscribers around Europe and available in over 10,000 doors, we’re just getting started. Read more about our story—it involves beloved Swedish author Astrid Lindgren, a 3D printer that almost caught fire, and a dinner party that started it all.
