Nimbi, a razor brand, is strategically using OnlyFans as a platform for educating women on shaving, addressing gaps in traditional content moderation on social media. Initially hindered by TikTok's shadow-banning policy on the word “razor,” Nimbi pivoted by creating engaging content, including a viral video that garnered 1.6 million views. Co-founder Anna Reid emphasizes the brand's mission is to provide nudity-friendly, practical shaving tips rather than over-sexualized content. Now, the brand is thriving, ranking as Erewhon’s best seller in personal care and expanding distribution to 900 Target locations in March.
Razor is on TikTok's list of shadow-banned words, which means any content including it has limited reach. Though this was frustrating news for a razor company, Nimbi adapted accordingly.
Reid says when people hear about this, they often assume Nimbi's content is over-sexualized and made for a male audience, but "it's actually the very inversion of that."
Instead of focusing on the over-sexualized aspect, she explains that Nimbi's content aims to share common needs and improve educational techniques related to shaving.
Nimbi has now expanded its presence, becoming Erewhon's top seller and launching in over 900 Target stores by March 1.
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