Wilkinson Sword, the iconic 250-year-old shaving brand 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% of UK men use inadequate prep – or none at all – and 67% 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.
Euan Condron, senior brand manager at Edgewell Personal Care, said: “Using quality shave prep and aftercare products is essential for a close, comfortable shave, yet often men overlook this vital step. 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.”
The range is phasing into stores now and is currently available at Tesco and Superdrug. In Tesco, for every two new Wilkinson Sword Shave Gels purchased, an additional product will be donated to In Kind Direct to tackle hygiene poverty*.
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.
