Skip to content
Search
AI Powered
Latest Stories

Wilkinson Sword launches grooming range to make better shaving accessible for the modern man

Each product is specifically designed for sensitive skin to help consumers achieve a 'more masterful' shave

Wilkinson Sword’s new 2025 grooming range with shave foam and gel in green and black packaging

The 250-year-old shaving brand, Wilkinson Sword, that is part of the Edgewell Personal Care portfolio, is moving into the male grooming category with the launch of its new pre- and post-shave grooming range.

As the longest-standing shave brand in the UK with centuries of experience in blade making, the £46 million shave prep market presents the perfect opportunity for Wilkinson Sword to drive innovation and growth.


Currently, 42 per cent of UK men use inadequate prep – or none at all – and 67 per cent of shaving prep users are over the age of 45. As a trusted expert in the category, Wilkinson Sword is well-positioned to boost penetration by recruiting younger customers.

The new range directly addresses key purchase drivers for men seeking pre- and post-shave products to address skin-related issues such as getting a closer shave, skin irritation and comfort, while offering these solutions at an accessible price point.

Wilkinson Sword’s prep products are dermatologically tested and alcohol free. With ingredients that care for sensitive skin, including Pro Vitamin B5 (shaving foam and gel) and Vitamin E and Argan Oil (after-shave lotion), the range provides users with the ultimate kind-to-skin shaving routine.

  • Wilkinson Sword Shave Foam (200ml) - RRP £3.00 The cloud-like foam lifts the hairs for a closer shave and enhanced razor performance. It’s designed to cushion the blade, ensuring an easy, comfortable glide that leaves the skin feeling soft.
  • Wilkinson Sword Shave Gel (200ml) - RRP £3.00 The gel-to-foam formula helps protect the skin for a smooth and comfortable glide. Ideal for sensitive skin, the gel softens the skin and lifts the hairs, while reducing the risk of irritation from shaving.
  • Wilkinson Sword After Shave Lotion (100ml) - RRP £5.00 The hydrating lotion helps soothe sensitive skin after shaving. The non-greasy and caring formula will leave skin feeling refreshed and cooled.


The range packaging boasts a sleek green and matte black colour scheme, strengthening Wilkinson Sword’s brand identity across its product range and boosting visibility on shelf.


"Using quality shave prep and aftercare products is essential for a close, comfortable shave, yet often men overlook this vital step,” said Euan Condron, Senior Brand Manager at Edgewell Personal Care. “The challenge for the category is to simplify the routine and highlight its value, encouraging more men to enhance their shaving experience.

"With centuries of expertise, Wilkinson Sword’s new grooming range is a natural evolution of its legacy, designed to meet the needs of the modern man. We are excited to offer a complete grooming experience that delivers performance, sustainability, and skincare, ensuring every shave is smooth and effortless."

Wilkinson Sword will be using its new “Prepare, Shave, Care” messaging in select retailers to highlight the full regime it now offers. This will include free-standing units, branded product trays, and POS media.

To educate consumers on the importance of a proper shaving routine, the brand will also collaborate with leading British influencers and invest in paid social campaigns targeting younger shavers, ensuring strong visibility and engagement for the new range.

This launch follows the brand’s successful relaunch last year with the high-impact "The Blade Masters since 1772" campaign, which humorously showcased the brand's 250-year expertise in blades.

More for you

Domestos Bleach Foam

Domestos Bleach Foam is the fifth product to join the Power Foam range

Domestos expands Power Foam range with Bleach Foam variant

Leading toilet and bleach brand Domestos has expanded its successful, multi-year innovation Power Foam range with the launch of Domestos Bleach Foam.

This is the first product in the range to contain bleach and targets those consumers looking for a superior bleach clean for the toilet and bathroom.

Keep ReadingShow less
Mr Kipling Simnel Slices pack on UK shelf, Easter 2025 launch

Mr Kipling is launching new limited-edition Simnel Slices

Easter treat: Mr Kipling's simnel slices

Leading cake brand Mr Kipling has announced the launch of a new limited-edition Simnel Slices just in time for Easter.

Expanding the season beyond classic chocolate treats, Mr Kipling is bringing a fruity Easter flavour onto shelves, expanding retailers’ seasonal cake ranges this year.

Keep ReadingShow less
Boost Drinks limited edition Blue Raspberry Energy and Cloudy Lemonade Sport

Boost Energy Blue Raspberry and Cloudy Lemonade flavor

Boost Drinks unveils limited-edition NPD for its sport and energy ranges

Boost Drinks has announced the exciting introduction of limited edition NPD in both its Energy and Sport ranges; Blue Raspberry Energy and Cloudy Lemonade Sport.

ENERGY
Leveraging its position as the third largest brand in Energy Stimulation, growing +15 per cent in value vs. two years ago, Boost’s new Blue Raspberry limited edition is bringing excitement and incremental sales to the 250ml market.

Keep ReadingShow less
Café Delice coffee-to-go concept by Delice de France featuring Modern Standard beans

Coffee-to-go concept for bakeries

Delice de France launches margin-boosting Café Delice coffee-to-go

Delice de France, the UK experts in bread, bakery and food to go, is launching Café Delice, a new coffee-to-go concept where outlets selling 35 cups a day can earn margins of 40 per cent.

The move will enable bakery customers of Delice de France to extend their food-to-go offering with quality hot drinks at competitive prices.

Keep ReadingShow less