Man face shave style. Gillette’s new shave and grooming products hit the market

“We're excited to announce the launch of the King C. Gillette range - the first complete lineup of products and tools designed for men with facial hair,”​ says Gary Coombe, CEO of Gillette, in this week’s press release about the new product line. Beard grooming styles.

“Our founder King C. Gillette revolutionized the male grooming experience more than a century ago, and so it is fitting that this new brand bears his name,” ​adds Coombe.

Explaining the new product range concept, Coombe tells the press: “All men have their own grooming styles and rituals which is personal to them, and so we've put all our years of shaving experience together with the very best razor, hair and skin care technologies to create this full range of tools, accessories and care products to meet all the grooming needs of all men. It's the one-stop shop for grooming that men have been looking for.”

New skin care and facial hair care products from Gillette

There are four products in the King C Gillette line: a beard and face wash, a beard balm, a beard oil, and a shave gel. And they’ve all been formulated and scented to align with current consumer preferences.

According to the press release, the product are “formulated with plant-based ingredients including argan oil, avocado oil, coconut water, aloe vera, white tea extract, and cocoa butter.”

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And the line’s “the signature scent was designed to evoke the brand's narrative of history and heritage combined with modern masculinity, with top notes of cardamom and ginger, heart notes of lavender and bourbon oil, and base notes including patchouli and sandalwood.”

Gillette expands portfolio of grooming products with new shave and trimming tools

The King C Gillette line includes a cordless beard trimmer, a double-edge safety razor, and a shave and edge razor.

The new brand also has its own website but no DTC ecommerce at this time. The King C Gillette collection is retailing “at Walgreens locations nationwide and online at from a suggested retail price of $5.99 - $29.99.”​ But the P&G press release takes care to note that “pricing is at the sole discretion of the retailer.”

Deanna Utroske is a leading voice in the cosmetics and personal care industry ​ as well as in the indie beauty movement. As Editor of CosmeticsDesign.com, she writes daily news about the business of beauty in the Americas region and regularly produces video interviews with cosmetics, fragrance, personal care, and packaging experts as well as with indie brand founders.

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