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New Shaving Store Promises to Improve Customers' Sex Lives

 The owner of êShave, soon to open at 1025 Third Ave. (at Eat 61st Street), said her products make men and women irresistible.
New UES Shaving Store
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UPPER EAST SIDE —A new neighborhood store promises to spice up customers' sex lives — with razors.

êShave, which is set to open at 1025 Third Ave., near East 61st Street, will sell a wide variety of "wet shaving" gear for men, including $60 "badger hair" brushes and $90 "luxury razors," owner Danielle Malka said. The new boutique will feature barber services, too, she said.

êShave hopes to solves "all of men's problems" with the grooming practice — from sensitive skin to negative romantic impacts, Malka said.

"Let's face it — who wants to walk around with pimples?" Malka, 57, said. "What girl wants to have a guy that's all scruffy?

"This is going to be good for your sex life," she insisted. "If you shave this way, you're going to be so smooth. There's no way your girlfriend will push you off!"

Malka's line, which is made in Long Island City, also features products such as $20 pre-shave oil and $27 after-shave lotion, as well as a $34 soap and a $19 alum bar.

Billed as a "Magic Stone," this mineral block protects against nicks and cuts, the e-shave website explains.

Malka, who lives on the Upper East Side, said she chose the location of what will be the third brick-and-mortar eshave outpost both because of bustling foot traffic and the shop's diminutive size.

Malka hasn't neglected the ladies, either.

While "it's a really androgynous brand," the êShave "Pink Collection" includes rose-handled brushes and razors, which pack the same libidinous benefits as the men's line, Malka said.

"He'll be all over you," she assured women.

Malka launched êShave — the slogan of which is "all a man needs" — from her living room in 1996 with $8,000 in cash, she said. The former painter and journalist now distributes shaving products in 23 countries, she said.

She hopes the new store, slated to open the last week of August, marks even more expansion for her company, she said.

"I felt: 'How can I really express my artistic sense and my sensitivity without being a starving artist?' So I stumbled into this whole industry of wet shaving and I thought it was fascinating," she said. "There's so much there."