Observed Signal · Oct 14, 2026 · Product Launch · Source: Trending Topics (DACH/CEE Innovation & Tech) · Impact: 1/5 · Sentiment: Positive
Austrian Startup NASH Bets on Liquid Wood to Cut Razor Waste
Austrian startup NASH, founded by Thomas Grüner and Thomas Schoß, produces razors with handles made of a biocomposite called 'liquid wood' and packaging made of grass paper. The product is designed to reduce plastic waste in daily shaving. The razor set costs 49.99 euros, blades are sold at fair prices without requiring a subscription. NASH invested one and a half years in development, collaborating with designers, dermatologists, and material specialists. The company plans to use sales revenue for future R&D, focusing on replacing blade heads with bio-based materials. Competitors like Razeco claim to already offer bio-based blade heads, while NASH states this is not yet feasible. NASH also plants a tree for each purchase.
NASH's product launch is a niche D2C sustainability initiative in the shaving industry, with limited direct impact on the broader AdTech/MarTech ecosystem.
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Key Takeaways & Evidence Grounding
- NASH sells razors with biocomposite handles and grass paper packaging.
- The Gentlemen shaving set costs 49.99 euros.
- Replacement blades start at 1.50 euros each, no subscription required.
- The product won the German Innovation Award 2025 in the Beauty & Care category.
- NASH plans to use sales revenue for R&D on bio-based blade heads.
Ontology Mapping & Concepts
Related Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
Razeco Pitches on DHDL, Secures Investment Offer from Two Lions
Berlin-based startup Razeco, founded by siblings Louisa and Victor Haisch and Ivo Lovrić, pitched its plastic-free, bio-based razor system on the German TV show 'Die Höhle der Löwen' (DHDL). The razor features a steel handle and biodegradable blade heads made from 99% bio-based materials derived from industrial waste. The founders sought €30,000 for 10% equity. Despite modest sales of around €100,000 in the past year and €500,000 in high-interest loans (15%) from family and friends, four of the five lions made offers. Judith Williams and Frank Thelen secured the deal with a joint offer of €100,000 for 25% equity, pending due diligence. The product is compatible with common five-blade handles, costs €14.99 for a starter kit (with a subscription at €9.99), and is available at Rossmann and US retailer Erewhon.
Investors Judith Williams and Frank Thelen back hair wax startup
On the German TV show 'Die Höhle der Löwen' (Shark Tank), founders Robert Tarquini (hairdresser), Klaus Laimer (ad agency owner), and Max Kögl (former musician) pitched their hair wax product 'Don Quiff', which contains caffeine, biotin, and ectoin, aiming to combat hair loss. The founders reported generating €40,000 in sales via TikTok Shops within three months. Initially seeking €120,000 for 20% equity, they received multiple offers and ultimately accepted a joint offer from investor Judith Williams and tech investor Frank Thelen: €120,000 for 30% of the company. Williams will contribute her cosmetics expertise and laboratory access, while Thelen brings design and sales experience. The deal was confirmed to have been finalized after the show, and the product is now available at Flaconi.
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