eShave :: 21st Century Smooth
Let’s face it, fellas, electrolysis is out. And shaving, albeit the most painful and tedious ritual ever, is in. There are some who firmly believe that a close shave, smooth as a baby’s bottom, will improve your sex life. Who are we to disagree?
Surrounded by gravity-defying condos, gourmet shops, and the occasional pharmacy, the first ever eShave retail shop stands out in this safe, private residential stretch of 1st Avenue. Its floor to ceiling glass storefront is a fishbowl for casual passersby, magnifying white walls, countertops, and a central island cutout for essential items; it’s not easy to drift by this oasis without stealing a closer peek.
Anywhere else in town this scene might not be such a tug on the inner-shopper-chic, but in Sutton, the quiet east side neighborhood, minimal pulls the heart strings like a soft West Village ballad. This sleepy residential enclave is quite comfortable being anonymous, in contrast to the high end retail hubs and outlandish new boutique havens of this once farmland-rich island we all know as Manhattan. Ideally, perhaps, it would only be a matter of time before beauty conscious men from every borough swiped their metrocards and hailed taxis in a frenzy for the ultimate new style-tech trend to hit the shaving industry. Once acquired it would give them, once and for all, a cure for the common shave. We should all be so lucky.
President Danielle Malka, however, doesn’t see it as luck. The jolly, bubbly romantic French statement of elegance, prancing around in black, isn’t above giving a consultation at 7:30 on a Friday night, and as you fall in love with her products, you see exactly from where they must have inherited their appeal. "They’re toys for boys," Malka says, defending with affection, her brainchild that became an internationally viable business seemingly overnight. She’ll tell you with confidence that the shaving industry needs a kick in the ass and, judging by her global brand, she’s the one to do it. Eleven years in the making, eShave presently manufactures and distributes its products in over 16 countries, including Japan, Australia, Canada, the United Kingdom, Switzerland, and the United States.
The eShave line boasts several scents, including a white tea shaving and after shave cream that both refresh as you apply, and each (5 in all) represents a particular type of skin sensitivity. Malka knows how to accommodate her clientele, as she’s proven at her two month old shop, providing a minimal space in which reluctant men can easily view and sample her products, as well as receive a consultation from any of her experienced staff.
What’s more is that while eShave razors are all hand made and can be customized to each individual through a wide variety of colors and display stands, the blades are familiar and dependable; eShave proudly uses Gillette Fusion blades on its signature razors. So, at least we know we don’t have to abandon completely what we’ve safely come to depend on from our neighborhood pharmacy. "I’ll give you all the tools you need, all the technology you need," Malka says. As for the rest, "it’s artistic, fun, appealing. This is a modern shave brand, as opposed to what’s been in the market up until this point. I’m bringing something new to it."
eShave New York is located at 993B 1st Avenue (between 54th and 55th Streets). Contact the store at 212-838-0807. At only $35, the eShave starter kit is the perfect holiday gift. Visit www.eshave.com to review the complete collection. Subscribe to receive weekly shaving tips, sent personally by Danielle Malka, or send in your own tips to share with the world.
