OVERVIEW
Reimagining women's shaving has become a fresh, exciting frontier in the beauty industry. For too long, women unknowingly settled for multi-blade razors, unaware of better alternatives for both their skin and the planet. Enter hanni: a women's safety razor that's flipping the script. It doesn't just offer a superior shave - it turns a mundane chore into a luxurious ritual. hanni proves that sometimes, less really is more - fewer blades, less waste, and a whole lot more satisfaction.
Hanni
WHAT WE DID
Industrial Design, Manufacturing Liaison
DESIGN TEAM
Stuart Harvey Lee, Jochen Schaepers, Abby Jetmundsen
BRIEF
The Big Idea
Leslie Tessler's journey to founding hanni is a tale of unexpected turns and global inspiration. Despite a coveted position in New York's beauty industry, Leslie found herself battling burnout and anxiety. Seeking renewal, she took a bold step: leaving her job for what was meant to be a six-month stay in Buenos Aires, Argentina.
That brief sojourn evolved into a decade-long chapter of her life, complete with marriage, three children, and a newfound sense of purpose. Argentina, initially a temporary escape, became Leslie's home and the backdrop for her next venture.
The spark for hanni ignited during a trend-scouting trip to Japan. Leslie's keen eye caught an unusual sight: a woman receiving a straight razor shave in a barbershop. Intrigued, she tried it herself and was amazed by the results. The experience revealed the gentle exfoliation and refreshing feel that traditional shaving could offer – benefits largely overlooked in women's grooming.
This revelation highlighted a glaring disparity in the beauty industry. While men's grooming products had seen continuous innovation, women's razors remained stagnant, often deemed "good enough." Leslie recognized this as more than a missed opportunity; it was a call to action.
For Leslie, women's razors epitomized an underdeveloped and wasteful product category ripe for disruption. Armed with industry expertise and a vision for change, she set out to redefine women's shaving, laying the groundwork for what would become hanni.
And that’s where Prime Studio came in.
PROCESS
Shaving revolution: How hanni stands out
At the core of hanni's innovation is its single-blade safety razor. Leslie opinion was that this approach offers precision, a closer shave, and reduced irritation. Every aspect of the razor, from the handle's ergonomics to the blade replacement mechanism, has been tailored to enhance the female shaving experience.
But hanni's mission extends beyond a superior shave. Environmental consciousness was paramount in the design process. The result? A plastic-free, 100% powder-coated metal handle and recyclable Swedish steel blades packaged in eco-friendly paperboard. Even the convenient blade disposal bin is fully recyclable.
hanni doesn't stop at product innovation. The brand aims to educate and support its customers through instructional videos and "The Fuzz," a blog covering topics from self-care to the history of hair removal. As Leslie puts it, razors are "only step 1 of step 1" in hanni's vision to expand into broader beauty categories.
Prime Studio approached hanni's design challenge with a clear objective: create a non-intimidating, universal safety razor for women. This meant developing a tool versatile enough for various body areas, from face to legs.
This razor from Hanni is equal parts chic and efficient, thanks to its pink (or burgundy) hue, its twist-to-open top, and its weighted component, meaning users won’t have to press too hard onto the skin to get a close shave. It works to remove not only hair but also dead skin cells so that your post-shave products can seep into the skin for optimal hydration...
AKILI AND KIANA MURDEN, VOGUE
HANNI
The team's research included hands-on testing of existing products, even leading to some unconventional demonstrations in the conference room!
Balancing the benefits of a close shave with user-friendliness was crucial. The team focused on perfecting blade angle, protrusion, and span to achieve an optimal shave. The result is a carefully weighted, elongated handle for extra reach and control, paired with a rounded, curved head for comfort in sensitive areas. After extensive consumer testing, a modified butterfly opening was chosen for intuitive blade replacement.
The hanni system is complemented by two razor holder options - an adhesive in-shower version and a weighted standalone holder - both reflecting hanni's sleek, geometric design language.
Prime Studio's involvement extended beyond design, assisting with vendor selection, manufacturing liaison, and quality control throughout the commercialization process. This full-service approach ensured that hanni transitioned from a smart concept to a great, market-ready product.
Leslie's "No Pressure" manifesto emerged from a place of genuine frustration with societal expectations placed on women. Reflecting on her experiences, she recounted the relentless chorus of demands: excel in your career, nurture a family, maintain a flawless appearance, and somehow find time for ample sleep. Leslie found herself wondering, "Who are these mythical women juggling it all effortlessly? Am I alone in feeling overwhelmed and inadequate?"
This realization sparked the birth of hanni's "No Pressure" campaign. It's a clever double entendre - referring both to the light touch needed when using their razor and to a broader lifestyle philosophy. This approach sets hanni apart in a crowded beauty market where many brands claim to be "disruptive" but often fall short of meaningful change.
The "No Pressure" ethos permeates every aspect of hanni, from their expertly designed razor to their empowering marketing strategy. It's not just about selling a product; it's about fostering a community that challenges unrealistic standards and celebrates individual choices.
THE RESULT
A beauty industry darling
Since its launch in early 2021, the hanni razor has proven to be just what the doctor ordered. Our design has received numerous awards and appeared on editors’ picklists by highly regarded titans in the beauty industry such as Allure, Elle, and Vogue to name a few. It 2022 hanni became the first female razor brand to be featured in Sephora.