Shaving is having a moment and the numbers say it all. Australia’s shaving market is booming, with forecasts pushing it past $780 million within the next decade. And three Australian brands are leading the charge.
The female-founded brands are rewriting the script on shaving, leaving behind the stock-standard supermarket aisle for something far more considered. The focus has shifted from utility to experience and with that, skin health, ingredient integrity, and sleek design have become non-negotiables.
Gem
Known for giving everyday essentials a facelift, Gem has expanded from toothpaste and sunscreen into shaving, landing exclusively at Coles. The Skin-Loving Shave Kit comes with a razor infused with hyaluronic acid, vitamin E and aloe vera, ingredients usually reserved for your skincare shelf. It’s designed to hydrate and protect while you shave, which means less irritation and more glide. The weighted handle makes the process feel just that bit more considered.
The matching Shaving Gel is water-activated and whips into a thick purple foam scented with either Vanilla Macadamia or Coconut Vanilla. It’s playful, but effective, formulated with shea butter and aloe to leave skin smooth and calm post-shave. The shave kit retails for $20 and the Skin-Loving Shave Gel is $10.
Florie
Florie approaches shaving with a softness that’s hard to ignore. The Silk Shave Cream is subtly scented with pistachio and caramel, and has a gentle, cushiony texture that works to prevent razor burn. It’s free from harsh chemicals and made in Australia, with a razor that complements the cream to minimise friction and maximise comfort.
Florie’s subscription model is simple and optional. Order once or set and forget based on how often you shave. It's a straightforward offering, but what makes it stand out is how much care has been put into the formula and user experience. The Silk Shave Cream is $19.99 and the Shave Starter Set is $29.99.
Vivre
It’s easy to see why Vivre keeps selling out. The newly refreshed design features a stainless steel, soft-grip handle that’s built to stay secure in wet hands, which is a small but meaningful detail.
The razor heads contain five sharp blades and a lubricating strip that’s both vegan and hydrating, aimed at full-body shaving with zero drag. You can buy refills as needed or sign up for a subscription to keep everything on rotation.
Don't cut corners (or yourself) with cheap razors
While cheap razors and basic foams might get the job done, they often come at a cost such as razor burn, ingrown hairs and those frustrating little nicks that linger for days. Skin in certain areas is more sensitive, and it shows when the tools aren’t up to scratch.
Quality razors make a noticeable difference. Sharper blades, pivoting heads and properly weighted handles aren’t just nice to have, they mean fewer passes over the skin, less irritation and a smoother result.
Shaving creams and gels also pull their weight. When they’re packed with ingredients like aloe vera, shea butter or vitamin E, they do more than just lather. They soothe, hydrate and help protect your skin from the usual post-shave fallout.
It’s this shift that’s turning shaving into something more like self-care, so remember not to cut corners (pardon the pun) when it comes to a smooth finish.