Meet the latest beauty disruptor

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Meet the latest beauty disruptor

By Gina Acosta - 02/13/2018
The new Aveline razor is expected to cost about $18.

A new company is launching an online-only, subscription-based razor line for women this spring.

HeadBlade plans to roll out its Aveline razor featuring an innovative finger-controlled design for an easier, closer shave for women. 

"The Aveline family of products blend technological design with beautiful aesthetics," said Todd Greene, president and founder of the Aveline and HeadBlade brands. "Other razors being marketed to women overlook the importance of design and focus on marketing. They sell the convenience of purchasing online via subscription sites and rebrand existing products already available in retail. We created a unique razor handle, featuring four ways to hold it, that allows for longer, smoother strokes while shaving."

The company says the new Aveline razor introduces features such as massaging roller balls, easy push-button blade replacement, a built-in stand, a unique 3+3 flexible blade cartridge and a moisture strip composed of Vitamin E, Aloe, and Lavender Oil.

"For nearly two decades, I created and designed for a niche market," said Greene. "We are excited about our next challenge of expanding into an established but quickly changing women's market."

The company has launched an Indiegogo campaign to bring the Aveline razor to market and is targeting a June 2018 product launch. The razor is expected to cost about $18.