The beauty of ease
Family owned with deep Irish roots, Friction Free Shaving is a brand that uplifts and empowers women through their quality beauty and shaving products, promoting the confidence of their customers through products that work for them.
In a shaving market saturated with pink washed products that worked against the female body, FFS was born out of pure frustration. “We knew women deserved better products that were designed from the ground up for their specific bodies and routines. That meant top-quality razors, thoughtful features, and a subscription service that worked around our customers’ lifestyles, not the other way around”. As a sustainable brand FFS ensures their metal handles are utilised to the fullest; giving customers the opportunity to return used blades to be recycled properly. The minimal packaging used ensures it remains as plastic free as possible, making sustainability a design principle and not just an aftethought.
Interviewer - How does FFS differentiate itself from traditional shaving brands in terms of product design and customer experience?
FFS - Our razors are genuinely different. Weighted metal handles give better control, 6-blade diamond-coated heads offer a closer, smoother shave, and we’ve added a built-in bikini trimmer blade because we actually thought about how women shave. Plus, our personalisation options, like engraving, make the everyday feel that little bit more special. On the experience side, we keep things human. Our small in-house team genuinely loves our products and helps customers find what works best for them. No bots, no scripts, just helpful advice and real conversations.
I - Can you discuss the developmental process of your signature razors and how customer feedback has influenced the evolution of your products?
FFS - We’ve always listened closely to our customers. Our razors evolved with input from real users, everything, from the blade spacing, to the grip shape, has been refined based on feedback. More recently, we completely redeveloped our shave cream bottle after customers told us the old version was difficult to squeeze. The new one is still letterbox friendly but far easier to use, proof that we take feedback seriously and invest in doing things better.
I - What challenges have you faced in promoting eco-friendly shaving solutions, and how have you overcome them?
FFS - The biggest challenge? Awareness. Most people don’t realise that blades can be recycled, or that billions of disposable razors end up in landfills every year. We’ve tackled that through education and sharing simple informative content via email and social media, to show how product swaps can make a big difference. Once people know the facts, they’re quick to make a switch.
I - How do you envision the future of women’s grooming, and what role does FFS aim to play in that landscape?
FFS - We believe the future of grooming is choice led, sustainable, and pressure free. It’s not about telling women how to look, it’s about helping them feel confident in their own skin. FFS will continue to innovate with that in mind, giving people the tools, flexibility, and education to shape routines that work for them.
I - Are there any upcoming product launches or collaborations that you’re particularly excited about?
FFS - Yes! While we can’t reveal everything just yet, we’ve just launched our all-in-one Lazyfella Bar under our new FFS men range. It’s designed for men, but often bought by our female customers for their partners. We’re also continuing to expand our skincare and bodycare ranges, all built around the same principles of simplicity, quality, and sustainability.
I - How does FFS engage with its community, and what impact has customer interaction had on your brand’s growth?
FFS - Our community is everything. From engraving requests that make us laugh out loud, to customer led product feedback that drives real innovation, our audience has helped shape the brand from day one. We engage with customers through social media and customer reviews, genuinely acting on what we hear. It has helped us stay relevant, trusted, and loved.
I - What advice would you give to aspiring entrepreneurs looking to create sustainable and customer centric products?
FFS - Be useful first. Trendiness is temporary, but products that solve real problems have staying power. Start with sustainability, it’s not a marketing hook, it’s a responsibility. Customers can tell the difference.
I - Finally, what does ‘Fuss-Free Shaving’ mean to you personally, and how does that philosophy guide your brand?
FFS - To us, ‘fuss free’ means shaving that works. No more tugging, razor burn, or product overwhelm. Just well-made essentials that are easy to use, easy to love, and kind to your skin and the planet. It’s how we started, and it’s how we’ll keep going.
Copy Editor: Esther Akinborewa
Writing by: Esther Akinborewa
