The shaving and body care industry is evolving rapidly as more consumers demand authenticity, sustainability, and equality. For decades, women have faced the “Pink Tax” — paying more for products that often deliver less. But today’s generation is rewriting that narrative. They seek brands that are purpose-driven, gender-equal, and crafted with care for both people and the planet. Among the pioneers reshaping this space stands shavejane, a Swiss-born brand founded with passion, purpose, and persistence. What began with a borrowed razor has transformed into a movement that celebrates quality, empowerment, and meaningful impact.
From a Borrowed Razor to a Brilliant Idea
It all began one ordinary morning when Martina, co-founder of shavejane, borrowed her husband’s razor and discovered how superior men’s blades were. They were sharper, longer-lasting, and free from the unfair Pink Tax that women’s products often carried. Her husband, however, was less thrilled as his razors quickly ran out. To solve this everyday dilemma, the couple founded Shavejack, a brand that offered premium razors and subscription blades to make shaving simple and sustainable.
Soon, their bedroom overflowed with boxes of blades as they began developing their own razor handle made from Swiss wood. Collaborating with master woodturner Thomas Meier, they designed the first prototypes — sleek, ergonomic, and beautiful. When they sold all 40 prototypes in a single day at a Zurich fair, they knew they had created something special.
When Shavejack Met Shavejane
While Shavejack gained popularity, something surprising happened. More and more women began buying the razors, praising their quality but admitting they couldn’t relate to the masculine branding. Their voices inspired Martina to create shavejane, a brand tailored for women but built with the same precision and care.
In 2021, Martina teamed up with creative partner Saskia, and together they began shaping shavejane into a brand that celebrates individuality and self-care. Their first product, the Soothing Body Fluid, soon became a customer favorite, loved for its regenerating and calming properties. They have since expanded their range to include natural shaving creams, aftershaves, and are now developing a zero-waste razor designed for both women and men.
Empowering Women, One Shave at a Time
For Martina, shavejane is about more than smooth skin. It’s about supporting women in business and changing an industry that often overlooks female founders. Only 7% of startup funding in Switzerland goes to women-led companies, and globally, the number is even smaller. Determined to make a difference, shavejane donates CHF 1 per product sold to support other female entrepreneurs who are driving social and environmental impact.
Their first supported founder, Petronela Sandulache, is the CEO of CorDiFio, a Zurich-based startup developing an app to help detect heart disease in women early. Her story embodies the spirit of shavejane — resilience, empathy, and purpose. For Martina and her team, this is just the beginning. The mission is clear: empower women, create conscious products, and inspire change, one leg at a time.
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