When you build a brand like NASH, you quickly learn what really counts: Not what we as founders think is "cool", but what actually works in your everyday life.
And at some point, there comes a point when a message is no longer just feedback, but a pattern.
At NASH, over 25,000 customers have now placed their trust in us. The vast majority of them order again and again. And these are the people who have most often said the same thing to us:
"Give us products for stressful mornings."
A very specific request, triggered by a very specific problem.
There's not always time for a ritual in the morning
We love shaving soap. It is well tolerated, it makes the skin feel great and for many it is the best shaving experience.
But there's one thing you can't argue away: It takes time and a bit of routine.
Lather up, spread, leave on briefly. If you're relaxed in the morning, that's great. If you're already stuck in your head in the morning, that's exactly the minutes that are missing.
And then something happens that we have seen with so many people: Due to time constraints, it becomes canned lather. Quick, convenient, done.
But that's exactly what many of you didn't want. Not as a moral debate, but as a very simple feeling. This routine in the bathroom. This "foam from a can" experience that feels more like a shortcut than a care product.
The gap that used to exist
When you break it down, there were three options:
- Shaving soap: great experience, takes time and handling.
- Canned lather: quick, but full of chemicals.
- And in between: something was missing.
So the question was not "Which is better?", but rather:
How do we create a shave that is fast but still feels like NASH?
A solution for real mornings, not perfect mornings.
We didn't build this to have another product
We don't build something just to make it "more".
We build when there's a real reason.
And that reason was crystal clear this time: you asked for it.
So often, in fact, that at some point we knew: if we are serious about listening, then we have to deliver right here.
Because tomorrow is real life: a tight schedule, quick decisions, no time for chaos.
Our answer: NASH PURE shaving care
NASH PURE shaving care is our new liquid routine, developed from your greatest wish:
Practical like shaving foam, naturally compatible like shaving soap.
That's the logic behind everything we've done. Not more complicated. No more cerebral.
1) NASH PURE shaving gel: Speed without the "foam from the can" feeling
The NASH PURE shaving gel takes center stage.
It is designed so that you don't have to "prepare" in the morning, but simply get started:
- Ready to use in seconds: moisten, apply a small amount, activate briefly, shave.
- Optimum glide: a creamy glide film so that the blade runs cleanly and comfortably.
- Smooth skin feel: because less friction is usually the biggest lever.
Important for us: it must feel controlled. Clean. Not like a wild foam experiment, but like an upgrade.
And yes: we designed the gel to go particularly well with the NASH blade, because in the end that's where the difference is made: when gliding.
A point that counts more in everyday life than you might think: yield.
The shaving gel is designed so that a small amount is enough. In terms of feel, it is more likely to replace 2 to 3 canned lather applications, not "a big handful".
2) NASH PURE Aftershave: the quick finish that really feels like care
After shaving, the work is not over. The skin is freshly shaved, often more sensitive, and it is precisely then that it is decided whether the look remains "clean" or whether everything feels dry and tight.
That's why the second step is the NASH PURE aftershave.
Not as a heavy cream and not as an alcoholic splash that only looks like a fragrance, but as a light balm that:
- absorbs quickly,
- soothes immediately,
- and feels like a well-groomed finish.
And because mornings don't always have room for several products, the logic is deliberately kept simple:
2 in 1: aftershave balm and moisturizing face cream.
In the morning after shaving or in the evening as minimalist care. One product, fewer steps.
Why Edelweiss & Ginger
We wanted it to feel distinctly NASH. That's why the line bears our signature: Edelweiss & Ginger.
- Edelweiss stands for this Alpine skincare logic: high-quality, clear, antioxidant.
- Ginger brings freshness, energy and a clean finish.
- In the shaving gel, we deliberately add camomile and aloe vera because these associations match exactly what you want: calm, fresh, well-groomed.
- Organic apple juice is added to the aftershave as an additional component: Moisture, freshness, no heavy skin feeling. Vitamin E also plays an optional role in the skincare logic, without us having to blow it up technically.
In short: active ingredients as justification, not as a show.
Application as it works in real life
We didn't want instructions that would only work in the laboratory. We wanted something that would work in real mornings.
NASH PURE shaving gel:
- Moisten beard hairs, briefly activate small amount of gel, spread evenly, leave on briefly.
- Shave without pressure, rinse the blade regularly, contour with the trimmer blade.
- Rinse, pat dry.
NASH PURE Aftershave:
- Apply to dry, freshly shaved skin, massage in briefly, done.
- Routine hack: Use as a simple face cream in the morning and evening.
Micro-tip that many underestimate: less pressure, more glide. This often makes all the difference, no matter what you shave with.
This is also part of NASH: packaging without detours
- 100% recycled PET bottle
- Grass paper label
Less waste in the bathroom, without extra effort. Period.
What happens now
This is not a full reveal down to the last detail. Not yet.
But we want you to understand the why:
NASH PURE shaving care is coming because you wanted it.
And because we know what real tomorrows look like.
