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Created in 2018 in a traditional wet-chemistry lab and on the back of a founder passionate for wet-shaving cosmetics, Etch® is a British start-up company focussed on creating and selling the leading range of ‘creative shaving software’. The company has a vision of becoming a leading challenger brand in the UK and worldwide.

Due to the poor selection of pre-shave products available from a single brand, we created Etch®; a purposeful brand, product and business that represents a modernisation of shaving cosmetics and the Gold standard we feel is necessary to meet the needs of all consumers that love shaving. We are early in our journey but we are inspired by the loyal community of customers we have created in two years and who share our vision.

The founder, Dr. Salman Malik (aka Sal) decided to follow his passion for wet-shaving cosmetics having successfully transitioned as an academic scientist-turned entrepreneur. Following the conclusion of a pharmaceutical start-up founded by Sal and unsatisfied with the current selection of ‘shaving software’ (i.e. gels, creams, foams) in retail, he started developing his own shave gel, formulating the first ever product in the range; Etch® TAPER (Shape-up Shave Gel), which he now refers to as his ‘magnum opus’.

Company Values


This is our company DNA. We are founded by driven entrepreneurs and backed by investors.

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We are tireless and determined to build the leading range of creative shaving software.


Creativity is embodied in our culture so we fuel ideas and avoid ‘old factory thinking’.

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We build trust with our customers by listening to them using an honest feedback approach.

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Formulated with Passion

The products in the Etch® range have been inspired by feedback and input from cosmetic chemists, formulation consultants, trichologists, professional barbers, wet-shaving enthusiasts and of course the customers themselves. Our expertise and know-how in formulation gives us a leading-edge as a challenger brand.

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Crafted by Perfectionists

Our product and brand is built on the foundations of entrepreneurs with a perfectionist-like attitude. Etch® is on a quest to build a world-class shaving cosmetics brand, selecting pre-shave products based solely on their efficacy and stand-alone brilliance.

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Created in the UK

Working in partnership with our CMO, all of our product components are proudly sourced and manufactured in the UK. We are committed to produce a high-quality range of shaving products rather than adopt ‘old factory thinking’ to set ourselves apart.