Mornin' Glory

What's in the box: Replacement razor blades in the quantity you choose, delivered at your chosen interval, usually after an initial starter kit with a handle and blades.

Mornin' Glory is a German direct-to-consumer shaving brand, around since 2012, built around a flexible razor blade subscription. You begin with a starter kit, which pairs a handle with blades. Then you subscribe to replacement blades in whatever quantity and interval suits you. The site says plans can be adjusted, paused or cancelled at any time with no minimum term, which is what you want from a consumable like this. Starter kits are listed from €14,24, and orders over €30 ship free. The blades are made in Germany, and the range covers several handle systems, including 5-blade and 4-blade options and a body razor. There is also shaving care, facial care, feminine care and accessories. The brand says its care products contain no parabens or alcohol and are not tested on animals. The pitch is simple: skip retail markup and get decent blades delivered before the old ones go dull. That is a sensible model in a crowded market. The site is mainly in German with some English product names mixed in. Ratings on individual kits vary, and one newer kit sits noticeably below the rest. Blade refill pricing is not spelled out up front, so compare costs before committing.