Pure shave group shot

Introducing, Pure Shave

Pure Shave Shaving Cream

We might be the new kid on the block, but when it comes to creating shaving products, we’re no rookie.

Pure Shave is a UK-made brand that creates quality shaving products which improve your skin, with a focus on sustainability. Founded by James Kenning, the company was created to solve an age-old problem – the irritation and rash caused by shaving. Despite trying every new product that came to market, James couldn’t get a clean shave that was pain-free. So, like every good entrepreneur, he took matters into his own hands.

Pure Shave Shaving Cream

Buying a range of ingredients usually reserved for premium skincare, James began working on different formulas from his kitchen. Each ingredient was specifically selected for the contributions it made to overall skin health, with the aim being to use minimal ingredients but offer maximum skin-calming effects.

While many shaving creams include harsh detergents such as Sodium Lauryl Sulphate in their ingredients list, these only strip the skin of its natural oils, resulting in tight, dry skin. It was these ingredients that Pure Shave would need to avoid.

Each formulation was tested by James himself (and a few willing friends), and rated for its ability to offer a clean shave, reduce irritation and hydrate. The result? A fragrance-free, hypoallergenic shaving cream, high in antioxidants, which soothes and moisturises the skin – Pure Shave.

The Formulation

Now, of course, we wouldn’t go straight from the kitchen onto store shelves without doing our due diligence, so finding the right combination of ingredients in James’ kitchen wasn’t the end of this story. After developing a formula that exceeded expectations, offering a rash-free shave even against the direction of growth, it was time to bring in the experts.

The Pure Shave formula was handed over to a professional cosmetic formulation company who tweaked and streamlined the formula, putting it through rigorous safety testing. Satisfied that it was the very best it could be, it was time to see what the public made of our new shaving cream.

Customer Feedback

Over a two-week period, Pure Shave was tested by razor burn and razor rash sufferers. The feedback was conclusive, this was a product that could make shaving an easier, gentler, more satisfying experience for the vast majority of people.

Pure Shave Shaving Cream Customer Comments:


 “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.”

“Pure shave rinsed well from the razor, provided a smooth shave and left the skin feeling very good.”

“Having used Pure Shave for two weeks I am very pleased, I used less than my regular gel. The shave is also closer than normal, fewer knicks to my face and cleaner to tidy up than my usual foam.”

After the two-week testing period ended, 86% of participants stated that Pure Shave was far better than anything they had used before.

Driving Sustainability

When we decided to create Pure Shave, sustainability was a big influence in our packaging decisions. We didn’t want our products to contribute to landfill or have a negative effect on the environment. This is where our ethos of Reuse, Refill, Regain comes into play.

Reuse: Our products come in minimal packaging, just a refillable aluminium bottle in a simple cardboard sleeve. Use the bottle over and over to make the most of its durable construction and reduce your waste. All of the products we sell, including the cardboard packaging and refill pouches, can be used in a number of weird and wonderful ways, from ice packs to seedling planters. Get inspired. 

Refill: When your bottle begins to run low, it couldn’t be easier to top it up. Our refill pouches hold 3x the shaving cream of your Pure Shave bottle, making it a convenient and cost-effective way to ensure you never run out mid-shave. You can also refill your bottle or pouch at a number of zero-waste stores dotted around the UK. If your local doesn’t stock Pure Shave, let us know and we’ll try to help.

Regain: While shaving once saddled you with dry, irritated skin, Pure Shave can help you regain a smooth complexion and supple skin. With less irritation, you can shave without fear of razor burn and enjoy a clean shave every day of the week. Looking good and feeling great, you’ll never look back once you’ve tried Pure Shave.

Try Pure Shave For Yourself

Ready to see what the fuss is about? Put us to the test and discover how Pure Shave changes the way you shave. Whether you have dry or oily skin, shave daily or weekly, with or against the grain – we’re sure you’ll see great results.

Shop the Pure Shave range and get delivery in the next few days.

Read our review in GQ magazine 

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