Leaf Shave

The Leaf Razor / Source: Leaf Shave

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6 MINUTE READ

Nate Tyler

WHAT WE SAY:

The booming personal care market - slated to hit a market volume of USD 253 billion by the end of 2023 - is awash with plastic products, from toothbrushes to deodorant sticks and, of course, disposable razors. Leaf Shave is tackling the latter, offering a range of metal-based razors designed for longevity, not brevity.

Said to function as well as a modern disposable razor - and with the research to back that claim up - the razors are a simple replacement for a waste-intensive self-care routine many people perform daily. Knowing that accessibility and adoptability are key, the company has steered clear of designing a product that's incompatible with other blades, choosing instead to offer consumers an easier and more cost-effective transition to a plastic-free bathroom.

KEY FACTS:

Hailing from the US, Leaf Shave makes plastic-free, reusable razors and a dermaplaner for men and women. With designs inspired by classic razors that came into popularity over 120 years ago, the brand offers two styles: a triple-blade razor with a pivoting head called the Leaf Razor; and single-edge razors called Twig (for lighter hair) and Thorn (for thicker, coarser hair). Price points start at USD 39 for the dermaplaner, increasing to USD 84 for the Leaf Razor.
The razors and dermaplaner are made with an all-metal construction, and are designed to work with standard safety razor blades. Customers aren't obliged to buy replacement blades directly from the brand - they can shop from any local supplier, making adoption easier and less time intensive. A regular double-edge blade can be snapped in half to yield a single-edge, then the user simply twists the blade head open and inserts.
Designed to last for life, with a warranty to match, the razors feature just one disposable element: the blade. Made from Steel, they are - in theory - easily recyclable through many kerbside collection services, but because blades aren't always accepted due to safety reasons, the brand has launched a take-back scheme too.
To participate in the programme, customers purchase the brand's metal recycling tin, storing all spent blades inside until it's full and ready for recycling. At this point, they can either post it back to the brand or drop it off at a local scrap metal recycling facility. The brand says that most people will take a few years to fill up the tin, reducing shipping costs and impact.
Other products offered by Leaf Shave include packs of single-edge blades; bar soap; shaving oil in a Glass bottle with a reusable Wood, glass, and Rubber dropper; Aluminium carrying cases; and metal razor stands. While the company claims to be completely plastic free, further insight into its rubber and silicone use is necessary to ensure all materials are naturally derived and toxin free.
Leaf Shave was founded by Adam Simone and Adam Hahn in 2016, raising USD 100,000 through a Kickstarter campaign. The brand has grown quickly, releasing a range of razors and accessories, including the dermaplaner in Q1 2023.

The Dermaplaner / Source: Leaf Shave

The Single Edge Razor and the brand's Shave Oil / Source: Leaf Shave

DIVE DEEPER:

Disposable razors are big business. According to Statista, 158 million Americans used disposable razor blades and shavers in 2020, a number expected to rise to 160 million in 2024.
Considering that most disposable razors are made from a mixture of fused together plastic, rubber, and metal blades, and are only used between five and ten times before being thrown away, the impact of this body care ritual is vast, with most - if not all - disposable razors ending up in landfill.
When in landfill, the different components break down at different rates, or not at all. Landfilled plastic leaches toxic chemicals and degrades into microplastics. From there it spreads with the wind, scattering across fields and waterways, and floating in the air. On average, the amount of microplastics people consume every week equals the size of a credit card.
Using durable, long-lasting metal handles and recyclable blades eliminates this multi-material waste problem altogether. Leaf Shave claims that it will have kept over three million disposable razors out of landfill by the end of this year.
While the design and plastic-free approach of Leaf Shave is noteworthy, the brand knew from the beginning that a sustainable narrative wouldn't be enough to convert people. The product had to be effective, easy to use, and almost better than its disposable alternatives.
To quantify this performance, the brand carried out a randomised, controlled scientific study with 16,000 data points. Results showed that 53% of participants were more satisfied with the quality of their shave, and 45% reported fewer nicks and cuts. Furthermore, the Leaf Razor received a rating of 9 out of 10 for safety, compared to plastic razors at 7.9; a 9 out of 10 rating for closeness, compared to 7.9; and a score of 9.3 out of 10 for satisfaction, compared to 7 for the plastic alternative. The most common word used in reviews for the products is 'love'.

"We didn't set out to make a sustainably focused business. We set out to make a better razor, and it just turned out that a better razor was better for the world around us."

Adam Simone - co-founder, Leaf Shave - as quoted in Business Insider

Key Design Considerations:

Overcoming cost barriers

The initial cost of a Leaf Shave razor may come as a shock to some customers, retailing at USD 84. While a substantial initial outlay for many, the comparative lifetime cost of disposable razors - priced on average between USD 10 and USD 20 per pack - racks up far higher, especially when compared to the average USD 0.50 cent cost of a replacement safety razor. To help convince consumers to invest, brands must combine the narrative of product efficiency with that of cost savings, clearly explaining how this investment purchase will pay off relatively quickly.

Travel restrictions

Because Leaf Shave uses safety razor blades, the company has had customers reporting they were unable to take them in their hand luggage when flying. Per its FAQ answer on the matter: "As of 12/06/2022 we have seen increased reports of TSA agents confiscating safety razors even if they don't have blades loaded or with them. Ultimately, the decision on what to allow is left in the hands of the TSA agent at that time, so please exercise caution and travel with your Leaf Shave razors in your carry-on at your own risk." Consider global regulations when innovating in the razor space, as safety will always trump sustainability, and communicate clearly with your consumer so they have all the knowledge to make an informed decision.

Learn from the past

Inspired by classic, all-metal razors that have existed since before plastic was invented, as well as modern iterations that prioritise safety, ease-of-use, and efficiency, the Leaf Shave razor offers consumers the best of both worlds. Look to the past when designing for the future. We solved many of the problems posed by plastic today before it existed and we must draw on these legacies rather than trying to rewrite the rulebook from scratch.