grüum UK

grüum is a Manchester-based personal care brand founded in 2016 by four friends inspired by Scandinavian design principles. The name, pronounced "groom", reflects their mission to make grooming simple, effective, and accessible for everyone. The company was started by founders who were frustrated with the over-hyped and overpriced male grooming market. They set out to challenge this by creating a range of effective, affordable products that are kind to both customers and the environment. grüum has evolved from a subscription shaving service to a comprehensive personal care brand offering skincare, haircare, and bodycare products. Their gender-inclusive product line celebrates natural ingredients, and every item is designed to be as gentle on the environment as on the skin. The brand is committed to sustainability, working toward net zero by 2028. They've partnered with rePurpose Global to ensure that for every bottle sold, another is removed from the environment. grüum also operates the UK's first razor recycling scheme. With 20 employees, they operate a direct-to-consumer model offering both one-off purchases and subscription options.