Estrid to 'defy beauty industry standards' in new campaign

Subscription-based razor brand Estrid is celebrating inclusive beauty with a new campaign - For Human Beauty.

Research commissioned by Estrid has revealed that 61% of the UK do not feel represented by the beauty industry and almost half have avoided buying certain products because they felt excluded. The brand is now calling for beauty businesses to "step up and do better to represent the different colours of society".

As part of the campaign, Estrid has collaborated with eight ambassadors who represent "different corners of the world’s diverse community, and those who are known for their individuality and speaking out against the status quo".

The line-up includes trans activist Munroe Bergdorf, author Florence Given, non-binary and trans visibility activist Gialu Mx, and queer body positivity influencer Enam Asiama, amongst others.

The campaign will debut during the final of ITV’s Love Island this evening, with additional TV coverage due to go live across Channel 4 and Sky. It will also be supported by social media activations and OOH amplification, including coverage across London Underground, multi-city billboards and banners, and advertising at The O2.

Ben Eliass, Co-founder and CEO of Estrid, said: "Our aim is for every human to feel seen, understood and represented by the brands and products that they feel are right for them, irrespective of their gender, sexual orientation, skin colour, disabilities, body shape or religion.

"We believe the bathroom can be a place for self-discovery and, whether you shave or not, having the right product and spaces for you is an essential part of any personal routine."