Trip down memory lane.

🪒 It all started back in 2013 at Vijzelstraat 20 in Amsterdam. A small office, a bold idea, and a clear mission: shaving should be fairer, simpler, and less boring. That April, the very first Boldking razor was sold online. The name, the logo, the first packaging: everything was new, but the spirit was already there: challenge the giants, do it our way.

✈️ By 2014, things picked up fast. Subscriptions took off, the first flexible blade was introduced, and Sweden became the first international step. Suddenly, Boldking wasn’t just in Dutch bathrooms anymore.

♻️ In 2015, expansion continued into Austria, Germany, and the UK, and something else important began: the recycling program. Long before it was trendy, we invited customers to send back their used blades so we could recycle them properly. Care for your face and the planet. Two sides of the same blade.

🌍 The following year, 2016, Ireland, Belgium, and Italy joined the Boldking family. In 2017, Poland and Spain followed. Boldking was quickly spreading across Europe.

🛁 Then came 2018, a year of broadening the bathroom. Not just razors anymore, but Foaming Shave Gel, Deodorant, Face Wash, Face Cream, and even Boldking boxer shorts. The bathroom shelf suddenly looked a lot more like us.

💬 In 2019, Boldking tested new waters. A retail pilot with Etos brought our products to physical shelves for the first time. At the same time, new products like Shower Foam and even Boldking T-shirts extended the brand from bathroom to lifestyle.

🧴 2020 was the Covid year. At first, people started hoarding: stocking up on blades and gels like they were toilet paper. But soon, routines changed. With everyone behind Zoom screens, shaving became less urgent. It was a strange year, but one that taught us a lot about how to stay connected with our customers when habits shifted overnight.

🌿 The bounce-back came in 2021. A bold refresh gave us a new look and stronger identity, while unisex scents Vetiver and Neroli expanded our portfolio beyond shaving. In December, Boldking opened its very first pop-up store. A big moment of stepping outside the digital world.

🔄 2022 was a turning point. The same pop-up store at Rokin in Amsterdam had to close earlier than planned due to Covid restrictions, and the year marked the farewell of the founder. It became a reset year: time to reorganize, refocus, and prepare Boldking for the future.

🚀 In 2023 and 2024, that reset turned into action. Boldking launched a brand-new platform and migrated all loyal customers to Shopify. A huge step that gave the company more flexibility, better tools, and a stronger foundation to serve customers in the years ahead.

🎉 And now in 2025, Boldking celebrates 12.5 years. Not only with a look back at everything we’ve achieved, but also with a solid tagline: “we love hair.” A celebration of everyone’s routine, whether it’s a smooth shave, a bit of stubble, or a wild mane. Because after all these years, one thing hasn’t changed.

Boldking is here for every body, every hair, every day.