I have to admit this intrigues me. A female entrepreneur has a new startup co. catering to females and let me add she has a lean & focused business model. The blades are USA made which clearly means Edgewell (Personna). The "blades encased in soap" is most curious.
It looks as though there's a ring of soap around the edge of the cartridge. I'm not sure how well the soap ring will work but it does look like a good campaign and I hope it goes well for her.
I doubt my wife could be tempted by the subscription model though, she uses the same Venus disposable until it goes rusty and I throw it away through fear of her getting tetanus.
Sure beats the single 1.5mm aloe strip you find on most plastic razors. I wouldn't mind shaving legs with it if I was into cycling, swimming etc. Not practical for the face though, chunky format and all.