Sex Sells: How Beauty Brands Are Normalizing Once-Taboo Products

When the shave brand Harry’s was founded in 2013 by Andy Katz-Mayfield and Jeff Raider, it was geared solely towards men’s grooming needs. Today, however, the company reports that over one million women also rely on its shave subscription program, which – alongside an initial razor and shaving cream – regularly ships customers fresh blades based on how often they’re needed.

Sensing a void in the market for women, two of Harry’s employees, Allie Melnick and Brittania Boey, launched an offshoot brand called Flamingo earlier this month to better cater to female consumers. Their goal? To dispel the myth of feminine perfection and embrace women’s natural bodies – bumps, dry skin, body hair, and all. Products include razors, shaving gel, body lotion, and wax kits, all of which are marketed towards hairy areas – from the mustache area to toes – that have long been considered taboo topics for women.

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