Traditionally, Braun's target audience included a small group of design-oriented consumers. Their products were designed with consistent styling, featured geometric shapes, well thought out elements, and a selected use of color. A steady approach to corporate identity combined with product enhancement in functionality, usability, and clarity is what characterizes the new Braun design. Starting from components for radio sets, Braun now produces shaving & grooming, oral care, beauty care, health and wellness, food and drink, and fabric care products.

Distinctive and appealing, Braun shavers dominate in their range of personal care products. Beginning with basic technologies such as a 3-in-1 washable shaving system and a flexible pivoting head, the new Braun shavers are equipped with a shaving conditioner system, a rotating 'styler', a floating foil method, and more recently, the use of LCD displays. A primary reason for the popularity of Braun shavers is their understanding of the consumer's needs. Developing innovative and practical shavers, they keep their products simple and powerful. Their latest 'Activator Shaving System' and 'Braun cruZer3' introduces a new smart foil technology that maximizes removal of facial hair effortlessly and comfortably. Its 3-stage cutting system leaves the face smooth and clean.

At Braun, high quality is a must for all their products. During development, Braun shavers undergo rigorous conducted by a 'hairy conveyor belt' and are observed by a camera system. Only when the prototype shaver surpasses the already high standards of its predecessor does it goes into production. With aesthetic qualities, Braun has established itself as a brand that delivers well-balanced products with a unique identity.