How can a razor brand market its products online when the word razor is shadow banned? Start an OnlyFans, of course.London-based Nimbi, which launched at Erewhon in January 2024, began posting on TikTok last summer but noticed its views were disappointingly low. Turns out, its because the company was using the word razor, which is shadow banned on TikTok (meaning the platform was limiting who could see Nimbis content). So, the company got creative.Cofounder Anna Reid first suggested the idea of making an OnlyFans account as a joke. But it turned out to be a smart move. Most brands would steer well clear of posting on a platform infamous for sexually explicit content. But OnlyFans is not just a site for adult creators, and brands might be missing out on its marketing potential.Rather than posting sexualized content for a male audience, Nimbis OnlyFans content is instructional and intended to answer questions consumers might never have the courage to ask. One post, for example, is an in-depth shaving tutorial. Its much more like, How do we show that we all share a lot of the same needs? Reid told Inc. in a recent interview. Lets share better educational techniques that arent [for] our skin on our face, but other body parts that we just cant show on social media.While OnlyFans isnt the brands major marketing channel (it has fewer than 100 subscribers), Reid told Inc. that the team is having a lot of fun with it. The bold approach appears to be paying off. Nimbi is now Erewhons No. 1 seller in the personal care category, and expanded to more than 900 Target stores March 1. Unlike traditional razors, Nimbis plastic-free, disposable products are made from waste wood pulp, pine oil, and claya first-to-market material.OnlyFans might not work for the Este Lauders of the world. But for a razor brand, it simply makes sense.