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Estrid unveils new body confidence campaign for summer

Sophie Smith
18 June 2024

Scandinavian razor brand Estrid has launched a new campaign to serve as the "perfect antidote" for consumers flooded by visuals of unrealistic body expectations during the summer season.

With this campaign, the brand aims to "ignite a global conversation on beauty and identity", confronting an industry that continues to censor real bodies and real issues, while empowering and inspiring consumers to embody confidence themselves.

Estrid has collaborated with award-winning creative director Jamie Brunskill to bring this concept to life, as well as photographer Zoe Natale Mannella, known for her uncensored photography that celebrates the female form.

It also features the hair artistry of internationally renowned hair artist Ali Pirzadeh, known for his ability to transform hair into sculptural works of art, alongside his work for fashion brands including Alexander McQueen, Louis Vuitton and Acne Studios.

The campaign is supported by the dedicated media and out-of-home activations throughout the summer, including appearing on billboards, buses, taxis and in the London Underground.

Ben Eliass, Co-founder and CEO of Estrid, said: "As always we want to be bold and break new ground for the entire industry.

"After decades of monopoly, we are reshaping how an entire category looks and feels - there has never been a hair removal campaign with this creative expression.

"We also want our community to feel represented through the things we do. Empowering our community is our mission, and this campaign continues the celebration of that as our brand ethos."

Founded in 2019, Estrid offers body-positive, sustainably-sourced razors on subscription, alongside a range of bodycare products.

Its new campaign marks the brand's latest activation that aims to "defy beauty industry standards", having previously launched another campaign last year calling for beauty businesses to "step up and do better to represent the different colours of society".

As part of the campaign, Estrid 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".

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