HeadBlade has introduced Aveline, a new line of women’s razors.

The razors feature massaging roller balls, an easy-to-use blade replacement, a built-in stand, a unique 3+3 flexible blade cartridge and a moisture strip composed of vitamin E, aloe and lavender oil.

Aveline’s brand founder and president Todd Greene said: “The Aveline family of products blend technological design with beautiful aesthetics.

“Other razors being marketed to women overlook the importance of design and focus on marketing. They sell the convenience of purchasing online via subscription sites and rebrand existing products already available in retail.

“Other razors being marketed to women overlook the importance of design and focus on marketing.”

“We created a unique razor handle, featuring four ways to hold it, that allows for longer, smoother strokes while shaving.”

The six blade system has a pivoting head that turns smoothly in five directions.

Targeted to reach the market this June, the company has launched an Indiegogo campaign as part of its product launch. The product is available for pre-order online.

Greene further added: “For nearly two decades, I created and designed for a niche market. We are excited about our next challenge of expanding into an established but quickly changing women’s market.”

The original version of the HeadBlade brand was designed in 1997 by Todd Greene. Its products are available in more than 15,000 stores.