FFS Beauty hits 100,000 subscribers

By

Barbara Santamaria

Published
Sep 30, 2020

Women’s shaving club FFS Beauty has reached 100,000 subscribers after seeing over 100% growth in August.

The direct-to-consumer women’s razor brand, formerly known as Friction Free Shaving, is also embracing its new brand identity and tagline with the launch of a campaign that celebrates natural beauty.

A cast of 20 women from all walks of life, from a farmer and interior designer to a dental nurse, student, and mum, are featured in the Effortless Beauty campaign. The images have been left untouched to show the reality of the female form, and the selection of women across a range of demographics aims to reflect the brand’s personality.

Des McManus, managing director, commented: “When we launched in 2015, we wanted to disrupt the rather bland women’s shaving industry and offer a fresh, female-first brand, totally different to what was out there. I think it’s fair to say that having reached 100,000 subscribers, we have certainly gone some way to achieving our aim and it seemed right to mark this milestone with a celebration of the actual women who purchase our razors and spread the word of what we stand for”. 
 
In addition to metal-handled razors in pastel colours and cruelty-free shaving creams and scrubs, the brand sells a range of natural deodorants and wax strips. A tanning range is set to be added to the list next month.    

FFS was forced to rebrand earlier this year after receiving a warning from the UK’s advertising watchdog, the Advertising Standards Authority (ASA), over its “friction-free” claim.