Cut Above

A local company makes shaving way more affordable.

By Jess Blumberg Mayhugh - January 2014 makes shaving more affordable

A local company makes shaving way more affordable.

By Jess Blumberg Mayhugh - January 2014

-Illustration by Patrick Leger

Being clean-shaven can be hard work. Not only do you have to get an employee to unlock a case, but the disposable razors cost nearly $40. Phil Masiello is changing that.

Last July, he and business partner Steven Krane launched e-commerce company

“In 2011, I was on the road in Arkansas, and my luggage got lost,” he says. “So I stopped into Wal-Mart and I’m looking to replace eight cartridges. It was $36. I wondered how could this not have been disrupted by the Internet?”

Masiello, a veteran in the skin-care business, did his research and found that Gillette and Schick own almost the entire market. Refusing to use an Asian manufacturer, Masiello found an American company—which has been making private-label razor blades since the 1800s—and brought costs down: a handle and four cartridges is $9.99, eight cartridges are $17.99.

Currently has 20,000 subscribers and made just under $1 million in sales at the end of 2013. Masiello says the key is targeting women and men and keeping it local.

“Our office in Catonsville can ship just about anywhere in the U.S. in 1-2 days,” he says. “I don’t think we’ll ever leave.”

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