Harry’s latest innovation has arrived. 

On Tuesday, the men’s grooming brand is launching a new iteration of its original razor called Harry’s Plus, $10 for a starter set, which will be available direct-to-consumer to start. It features unique design elements including ergonomic pivoting, progressive blade exposure, a compact cartridge and more.

This is the brand’s first razor expansion since its initial launch in 2013. Harry’s Inc. recently rebranded as Mammoth Brands to reflect its growth, which now encompasses four brands: Harry’s, Flamingo, Lume and Mando. Mammoth Brands reached $835 million in revenue in 2024.

“From the very beginning of Harry’s, it’s been our ambition to try to make the best possible razor in the world,” said Harry’s chief executive officer and cofounder Jeff Raider. 

Over the past decade, Raider and the Harry’s team have been working on this latest iteration, which builds upon the original razor’s technology. According to Raider, tens of millions of dollars were invested in this project — most notably, in order to do this, the brand had to build out a new factory to meet the demands of this innovation. This followed the brand’s acquisition of its factory in Germany in 2014 after less than a year on the market. 

While Harry’s original razor has been a mass success — it’s the number-two brand in the U.S., accounts for 25 percent of all razor sales in the market and is the only growing razor business, per the company — the brand believes this new launch will take Harry’s to the next level. 

“The most important things are the way that this cartridge pivots to contour to your face…and the way that this razor pivots,” Raider said. “It pivots so that it naturally contours to the side of your face, which lets each of the blades engage with equal pressure on your face as they shave.” 

While the new pivoting cartridge ensures that the entire razor is engaged, rather than just a few blades at a time, the team also updated the blades themselves. By slotting the blades at a precise angle and updating how the handle and cartridge fit together, the brand was able to employ what it calls ‘precision geometry,’ which ultimately allows each blade to get closer and closer as the user shaves. The team expects these updates to shake up a category that has been sleepy when it comes to innovation.

“The razor category has been declining because guys are just shaving less, but, as a brand, we continue to grow because I think we’re able to deliver guys what they really want, which is a really high quality experience,” Raider said.

The updated razor also employs all the signature details of the Harry’s original, including a lubricating strip, precision trimmer and easy-to-remove reusable cartridge system.

While the team deems this the best razor on the market, the original version will continue to be available. 

“We started Harry’s, knowing that we had a good product, but that maybe it can only take us so far, that there was a group of guys out there who didn’t just want a really good product value,” Raider said, adding that there are Harry’s loyalists who will likely stick with the original razor. “They wanted the very best thing out in the world.” 

He continued: “Our goal is to reach as many guys as we possibly can and make them as happy as we possibly can. We think this is going to help us reach tens of millions more guys who finally have a product from us that they want.”