Ruby by Estrid — A Midnight Ritual
photography Alexander Urombi / Ulax Studios
Some beauty launches arrive softly.
Ruby does not.
Estrid’s new limited-edition drop arrives the way midnight does, slowly at first, then suddenly all at once, flooding everything in a deep cherry glow. It’s the razor and shave gel you already know, but dressed for the hours when the world exhales, perfume lingers in the air a little longer, and skin feels like its own language.
Ruby isn’t sweet. She’s satin heat, sandalwood smoke and the quiet confidence of slipping into something silk-thin while the city murmurs outside. Shaving becomes less routine, more inviting, a moment to meet yourself, unhurried, illuminated only by warm light and intention.
Shot in Paris, the campaign feels like a memory you can’t quite place: velvet nights, a spark of danger, laughter caught in a hallway somewhere between the second and third glass at hotel Costes. It’s beauty for those who believe ritual should seduce even when no one is watching.
Ruby is here for a brief moment.
Catch her before morning comes.
