PURE SHAVE LONDON - Taking On The Giants Of Shaving?

Today I'm talking about the underdogs in the fight for shaving brand supremacy, Pure Shave London. I was gifted a Pure Shave moisturiser, shaving cream and towel to road test. 

Sidenote - When I first launched my own jewellery brand DION DREYES during lockdown, I had the idea of starting my own shaving company. The idea had been gestating in my mind for some time, and this idea gets recalled with great frequency each time I'm introduced to a new shaving brand. Ultimately I decided the venture would be too involved, potentially less rewarding and I couldn't find a USP that would differentiate me from the rest of the brands currently in the market place. Especially some of the big players such as Dollar Shave Club or Harry's. How could I take on these now marque named brands. 

With that in mind, I've gleaned a great amount of pleasure from learning about Pure Shave and experiencing the products first hand. 

Here is a brand that is undaunted by the aforementioned shaving powerhouses and have carved out their own corner of the men's grooming landscape and have affixed their flag in the ground with great aplomb and gusto. And how have they done this? Pure Shave have anchored their brand ethos firmly in the sustainability sector by subverting the mainstream ideology of dispensing with bottles and plastics. To quote their own mandate on the about us page; 

We wanted Pure Shave to be different and a market leader in this respect. Simplicity is key here as well. The aluminium bottle is refillable. The refill pouches are made from recycled materials and hold enough product to refill the bottle 3 times. To cut down on waste, even more, you can now refill your bottles at your local zero waste store. If your local store does not stock Pure Shave please click here to let us know where you would like stock available.

The Pure Shave shaving cream is aesthetically pleasing. The font reminds me of something seen on a Christopher Nolan teaser poster. A bit ethereal, futuristic. It's fragrance free and made from natural ingredients. Win win. 

The Pure Shave moisturiser has the same design, which I'm not altogether a fan of. I need my shave cream, face wash, face scrub moisturiser in different shapes and sizes so I my bleary-eyed pre-coffee brain doesn't clumsily dispense the wrong one. What helps is to be a magpie of different brands when it comes to grooming. Collect different bottles, tubes, tubs etc, refine which one does what best, and hey presto. 

The moisturiser is lightweight and non-greasy. Win win. 

The Pure Shave towel is designed with a thicker weave to trap the heat for longer. It encourages follicles to open and hair to soften, allowing you to shave closer to the skin with an even smoother finish. It's nice to have a dedicated towel for shaving. Important ingredient to a success shave.