Luxury Shaving Innovation
Braun introduces NEVO, a new premium low-friction shaving system featuring AeroTouch™ technology for superior grooming.
Anonymous
Braun has launched NEVO, a $599.99 electric shaver it calls the world's first ultra-premium "low-friction" grooming system. The device goes on sale July 7, 2026, on Amazon.com in two models. Business Wire reported the unveiling on July 2, with simultaneous press events in Boston, Frankfurt, and London.
The NEVO is the most ambitious product Braun has released since the Series 9 PRO+. It targets a growing class of consumers willing to pay luxury prices for grooming tools. Braun's parent company, Procter & Gamble, is betting the so-called "Manissance" — a boom in men's grooming — can support a $600 shaver.
AeroTouch Technology Sets a New Friction Standard
The NEVO's headline feature is AeroTouch™, a foil shaving head Braun calls the world's first of its kind. It uses 250 diamond-sharp cutting edges designed to glide across skin with almost no pressure. Braun Head of Design Oliver Grabes said the team set out "to reimagine the shaving experience," adding that AeroTouch™ sets "a new standard for smooth skin," according to Business Wire.
Inside the shaver is a processor Braun calls the NEVO Central Processor. It adjusts motor power in real time based on beard thickness and facial shape. The shaver also has a smart TFT display — a small high-definition screen — that shows maintenance alerts without needing a phone app. Battery life is 60 minutes cordless, with a 5-minute quick charge for one shave.
Stainless Steel Body Signals a Shift to Luxury Goods
The NEVO is built from a surgical-grade stainless steel unibody — the first shaver to use that material. Braun shaped it using hydroforming, a technique borrowed from the auto industry. The shaver is made in Germany, a detail Braun uses to justify its price and distance itself from cheaper rivals, according to Yahoo Finance.
The package includes a 7-in-1 Care Center that cleans, lubricates, and charges the shaver. Braun says the station's footprint is 15% smaller than the previous Series 9 model. A BraunCare+ plan extends the warranty to 5 years. Barber expert Dan Gregory, who appeared at the Frankfurt launch, said, "A shave is about more than the result. You see it when people look in the mirror and run a hand over their face," according to Las Vegas Sun.
Critics Question Whether $600 Beats the Series 9
Not everyone is sold. Reviewer Ovidiu Nicolae of ShaverCheck said experts feel "disbelief" at the price. The Braun Series 9 PRO+ already sat at the top of the market. The NEVO costs roughly $300 more. Nicolae questions whether the performance gap is big enough to justify that jump.
Braun also carries baggage from its existing customer base. Trustpilot data shows Braun holds a 1.5 out of 5 score, largely driven by complaints about high replacement head costs and overpricing. The 5-year warranty appears to be a direct answer to those concerns. The NEVO's closest rival is the Philips Norelco S9000 Prestige, which leads the rotary shaver market, according to TechGearLab.
P&G Bets on Premiumization Over Sales Volume
P&G's grooming segment posted net sales of $1.68 billion in its most recent period, according to Spherical Insights. The NEVO is not designed to sell in large numbers. Instead, it is a high-margin "halo" product — one that lifts the brand's image while delivering strong profit on each unit sold. P&G CEO Shailesh Jejurikar, who took over on January 1, 2026, has pushed for what he calls "balanced top- and bottom-line growth."
The global grooming market is projected to reach $66.44 billion in 2026, according to Mordor Intelligence. Male skincare alone is growing at a 10.5% annual rate. McKinsey analysts warn that "premiumization" is hitting limits as consumers grow more price-sensitive. Braun is wagering that a slice of the market will treat a $600 shaver the way others treat a luxury watch — as a tool worth keeping for life.
Sentiment
NeutralNEGATIVENEUTRALPOSITIVE
Publishers
9
Articles
9
Reach
9
A
AnonymousAuthor
