Harry’s, a well-known name in men’s grooming, has introduced a new product that aims to redefine the shaving experience: the Harry’s Plus razor. This latest innovation marks the first significant expansion of their razor line since the brand’s inception in 2013. Starting at $10 for a starter set, Harry’s Plus features several innovative design elements, such as ergonomic pivoting, progressive blade exposure, and a compact cartridge, all of which are intended to enhance the user experience. For now, these razors will be available directly to consumers, consolidating the brand’s dedication to convenience and customer satisfaction.
The launch of Harry’s Plus represents a major milestone for the company, which has recently rebranded as Mammoth Brands to reflect its broader growth. The company now encompasses four individual brands: Harry’s, Flamingo, Lume, and Mando, achieving impressive revenue figures of $835 million in 2024. This rebranding mirrors the brand’s evolution and commitment to innovation within the grooming industry. Jeff Raider, co-founder and CEO of Harry’s, emphasizes that creating the best possible razor has always been their mission, inspiring the extensive work put into their latest product.
The development of the Harry’s Plus razor is the culmination of nearly a decade’s worth of research and investment. Raider shares that tens of millions of dollars were funneled into this project, which necessitated the establishment of a new factory to meet production demands. This effort follows the company’s strategic acquisition of a factory in Germany shortly after Harry’s original razors gained popularity in 2014. While Harry’s previous model remains a top contender in the U.S. market—which accounts for 25% of all razor sales—Raider believes that Harry’s Plus has the potential to elevate the brand to even greater heights.
Among the standout features of the new razor is its unique pivoting mechanism, which allows it to contour seamlessly to the user’s face. Raider points out that this design ensures all blades maintain consistent contact with the skin during shaving, maximizing efficiency. The brand also revamped the blades, introducing what they term “precision geometry”—a technique that optimizes blade placement for a closer shave. With these advancements, the team is optimistic about revitalizing a category that has seen little innovation in recent years.
Despite a general decline in shaving frequency among men, Harry’s continues to grow by focusing on quality. Raider notes that many brands struggle to capture customer interest in an increasingly competitive market; however, Harry’s remains resilient by providing a high-quality grooming experience. The updated razor retains the convenience features of the original, including a lubricating strip, precision trimmer, and easy-to-remove cartridges, ensuring loyal customers will still find value in both models.
Raider concludes that the goal of Harry’s Plus is to broaden their customer base and enhance satisfaction. He expresses optimism that this new product will resonate with a wider audience, meeting the needs of those searching for the ultimate shaving experience. By staying responsive to consumer demands and continually innovating, Harry’s aims to solidify its position as a leader in the grooming industry while simultaneously catering to the preferences of its devoted clientele.
