Founded in 2019 in Stockholm by Amanda Westerbom (CEO), Ben Eliass, and Alan Aygun, Estrid is Scandinavia's first female-focused razor brand and has grown into a multi-market DTC business shipping across the Nordics plus the UK, Germany, Netherlands, France, Austria, Belgium, and Poland. The brand started as pure DTC and has since expanded into retail – taking shelf space at Boots in the UK and at DM and Rossmann drugstores in Germany, while also opening a London hub.

The company has raised roughly $18M (at a ~$100M valuation), with investors including Camsten, Mattias Miksche, Josefin Landgård, Johan Blomqvist, Altor Equity Partners, Nordic Capital, and Gilion. The team is 70+ people.