FFS Beauty, the UK’s first direct-to-consumer women’s shaving and consumer products challenger brand, is celebrating everyday women with #effortlessbeauty, reinforcing its brand positioning with its first major ad campaign, encouraging all women to embrace their natural beauty.
From a business built on family values, and with eco-friendliness at its heart, FFS Beauty has disrupted the beauty industry, seeing consistent month on month growth with over 100% growth in August, and a 100,000 strong subscriber base. Known for their tongue in cheek takes on their name, FFS Beauty embraces real conversations around women’s shaving regimes.
For #effortlessbeauty the brand has handpicked 20 women from all walks of life from a farmer and interior designer to a dental nurse, student, and mum to celebrate the female form in all its glory and to reinforce its messaging that beauty should be effortless. Four members of staff volunteered to take place in the campaign, and the images have been left untouched to show the realness of the female form; bumps, cellulite and everything in between. The aim for the campaign was show the true beauty of real women across a range of demographics reflecting the personality of the brand.
Des McManus, Managing Director comments; “We were born out of the realisation from my daughters and female friends that there just weren’t subscription razor services available for women. When we launched in 2015, we wanted to disrupt the rather bland women’s shaving industry and offer a fresh, female first brand, totally different to what was out there. I think it’s fair to say that having reached 100,000 subscribers, we have certainly gone some way to achieving our aim and it seemed right to mark this milestone with a celebration of the actual women who purchase our razors and spread the word of what we stand for”.
Speaking on her involvement in the campaign, Liz Needham, Finance Director has said; ‘’I enjoyed being photographed as part of this campaign, I learnt that my forties are my best years, I have more confidence now than in my 20s and 30s, I’ve learnt to love me. Beauty is confidence, acceptance and wisdom. We want to build a more sophisticated, conscious and contemporary brand – without taking ourselves too seriously’’.
FFS Beauty is committed to making beauty routines and purchases easier and better for the environment whilst still delivering high quality, luxury products. The signature FFS metal-handled razor – which can be personalised with engraving – has 6 diamond coated blades, precision bikini trimmer and soothing vitamin E strip, to glide effortlessly over the skin. Sustainability is at the heart of FFS; from packaging using the sugar cane product tubes, to detectable black caps and FSC approved carboard which is 100% recyclable, whilst the brand also has its own blade recycling scheme. The razor handle, shaving and beauty products are all manufactured in the UK and FFS is committed to being 100% cruelty free, approved under the International’s Leaping Bunny, and has recently teamed up with a Climate Partner to help reach its goal of becoming a carbon-neutral company, for footprint’s sake.
It’s no wonder that FFS Beauty is the proud winner of numerous awards including ‘Best Women’s Razor’ in the 2019 Product of the Year Awards and ‘Best New Hair Removal Product’ in the 2019 Pure Beauty Awards. FFS Beauty is also the UK’s highest rated razor subscription box on Trustpilot with over 5,000 reviews and will be unveiling an exciting new tanning range at the end of October, so watch this space…for female’s sake!