Harry's hones in on women

Photo: The Canadian Press

In this Thursday, Oct. 11, 2018, photo Brittania Boey, left, and Allie Melnick, right, leaders behind Harry's new shaving and body care brand Flamingo pose for a photo in New York.

Harry's has carved out a niche selling men shaving razors direct to their doors, elbowing in on an industry long dominated by names like Gillette and Schick.

In the process, the company says it found that 1 million women were using its products for their shaving needs.

So its logical next step is Flamingo, a direct-to-consumer hair removal and body-care brand for women that launches Tuesday.

Flamingo's leaders say their aim is to make women more comfortable talking about shaving and waxing.

"We want to normalize the fact that women might have hair here, or there, and if they choose to remove it, we want to support that," Allie Melnick, the general manager for Flamingo says in an interview with The Associated Press.

Flamingo is the first brand to emerge from Harry's Labs, an offshoot of the company that has chipped away at the market share of industry giant Gillette, capitalizing on consumer frustration with pricey razors. Harry's received $112 million in new funding earlier this year to develop new brands, with a vision to becoming a major consumer-products company to compete with the likes of Gillette parent Proctor & Gamble.