Most brands would balk at posting on a platform infamous for sexually explicit content. Razor brand Nimbi, however, recently decided to use the hands-off approach to content moderation at OnlyFans to its advantage.
The London-based brand, which launched at Erewhon in January 2024, began posting on TikTok last summer. When its content got shockingly few views, co-founder Anna Reid says her team met with TikTok to find out what was going wrong. Their answer was shockingly simple. “It was because we were using the word razor,” she says.
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. Eventually, a video of Reid drinking a martini in the shower went viral, racking up more than 1.6 million views. Nimbi is now Erewhon’s number one seller in the personal care category, and is expanding into more than 900 Target stores March 1.
Reid first came up with the idea to start an OnlyFans account as a joke. But as her team discussed it, they realized OnlyFans could be the perfect medium to share shaving tips. As an all-female team, they knew most women aren’t formally taught how to shave—and because many platforms prohibit nudity, few instructional resources exist online.
Nimbi now uses the platform regularly. 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.”
“It’s much more like, ‘How do we show that we all share a lot of the same needs?’” she adds. “’Let’s share better educational techniques that aren’t [for] our skin on our face, but other body parts that we just can’t show on social media.’” One of Nimbi’s OnlyFans posts, for example, is an in-depth intimate shaving tutorial by Australian content creator and fashion brand founder Mon Barton.
OnlyFans isn’t the brand’s major marketing channel. According to Reid, Nimbi has a small following on the platform—under 100 subscribers. Still, she calls it “a bit of a release.”
“We’re having a lot of fun with it,” she says. “[When] we started the brand, we were very cautious and controlled, and now we’re building a really interesting community and a bit of a feedback system.”
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