About Us


My name is James Kenning, founder of Pure Shave. Pure Shave shaving cream is the result of years of effort to solve a personal problem. When I started shaving I quickly learned that I suffered very badly from razor burn and razor rash. I tried every new product that came along, hoping I would finally be able to shave pain-free. Each and every ‘quality shaving cream’ let me down.

Through frustration, I decided to find a solution for myself. I got to work mixing up different formulas in my kitchen at home, determined to make a shaving cream for sensitive skin that actually worked.

Every single element of Pure Shave was specifically selected for its own individual skin kind properties. I focused on minimal ingredients but with maximum skin calming effects.

After many attempts, I had a formula that far exceeded my expectations, especially when shaving against the direction of growth. My homemade formula was then given to a professional cosmetic formulation company. Over the next few years, they tweaked, streamlined and safety tested it for me, producing what I believe is the finest shaving cream for sensitive skin.

As a result, Pure Shave shaving cream is fragrance-free, hypoallergenic, rich in vitamin E, a potent antioxidant and a powerful emollient to help soothe irritated skin. This shave cream has been refined with a focus on simplicity hence PURE SHAVE.

Our formula contains an active ingredient that helps soften your stubble. Therefore, less pressure is needed to cut the hair, resulting in minimal irritation. The remaining ingredients help create a silky smooth, ultra- hydrating barrier that locks in moisture and allows the blade to glide over the skin, even with multiple passes.

Pure Shave has recently been described as ‘Spectacular’, ’The Holy Grail of shaving’ and ‘A Game changer’ by customers. It has been featured in GQ Magazine in their product reviews and covered by a number of the UK’s top lifestyle bloggers. 

Join the fast growing numbers enjoying a pain free shave and switch to a refillable shaving cream. 150ml Refillable Bottle

A man shaving

Our Ethos

Eco Friendly Shaving Cream.

Our main focus in developing our packaging, was the effect of Pure Shave on the environment and the amount of throw away packaging there is in the world. We wanted Pure Shave to be different and a market leader in this respect.

Simplicity is key here as well. The aluminium bottle is refillable. The refill pouches are made from recycled materials and hold enough product to refill the bottle 3 times. To cut down on waste, even more, you can now refill your bottles at your local zero waste store. If your local store does not stock Pure Shave please click here to let us know where you would like stock available.

Eco friendly shaving

Refill Your Bottle

At Pure Shave, we put a lot of research into choosing the best packaging options for our customer. Why? Well, we believe that a great shave shouldn’t have to cost you more, or be at the expense of the planet. 
Pure Shave Shaving Cream is sold in refillable aluminium bottles, with refill pouches also available. Both bottles and pouches can be refilled at your local zero waste store and one pouch holds three bottles worth of shaving cream – so you save time, save money and do your bit to save the planet, all with one pouch. Not at your local zero waste store? Let us know

Reuse Your Packaging

Not only are our bottles and pouches designed to last, but they can be used in a myriad of other ways too. The pouches can be filled with water and frozen, ready to throw in a picnic basket when you’re feeling spontaneous. You can even use them as a drink bottle (providing you wash and sterilise it first of course)!
From using the cardboard tube our bottle arrives in as a seedling planter, to using pouches to store leftover liquids, there really is no end to the ways you can reuse your Pure Shave packaging. How will you use yours? Upload a photo and show us!

Regain Your Skin

Perhaps the most important part of our Refill, Reuse, Regain ethos, are the ways that Pure Shave allows you to regain freedom, peace of mind, and skin to be proud of. 
You regain the freedom to shave as often as you need to, without worrying about irritation or unsightly shaving rash. You regain the confidence that comes from having a clean, close shave – every time. And you regain healthy, hydrated skin that looks and feels great. Ready to give it a try? Shop now.


"Pure shave is much better than any other product that I have ever used. So much So that I have been shaving daily with it, which I never did before as I've always found it too painful."
Primary School Teacher
"Pure Shave leaves the skin feeling great and no need for an aftershave balm. I had no razor burn or razor rash. The aluminium bottle looks awesome and I love the fact it is re-fillable."
Cardiovascular doctor
"Pure shave rinsed well from the razor, provided a smooth shave and left the skin feeling very good. I love the bottles and the idea of refills"
TV presenter