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Case Study

Competing with the major players: Art of Shaving


Founded in 1996 by husband and wife team Eric Malka and Myriam Zaoui, Art of Shaving set out to bring high-quality, crafted beauty products to the mass market. Starting with a single store on New York’s Upper East Side, the company’s reputation soon spread across the US.

A few years later, Art of Shaving’s presence was international, with stores opening in Canada, Qatar, Russia and the UAE. In 1999, health and hygiene giant Procter & Gamble purchased the business in a deal worth an estimated USD 60m. As part of the takeover, industry leader Gillette took on several Art of Shaving franchises and collaborated on razors and other products.

While Art of Shaving’s business model changed over the years that followed, shifting focus from physical stores to a primarily online model, its commitment to the best quality natural products has not wavered.

Art of Shaving only sells products made from 100% sustainably sourced ingredients, with popular items including creams, soaps and shave gels. The company also offers a range of brushes, razors and blades. Customers wishing for the in-person grooming experience can still find it at Art of Shaving’s BarberSpa® locations in New York and Florida. BarberSpa® services include shaves, premium haircuts and express facials with master barbers and beauty technicians.

The company also offers grooming tutorials, hints and tips via its blog and YouTube channels as well as a ‘Virtual Barbershop’ experience via social media.

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