Wilkinson Sword launches first grooming and skin care range

By Julia Wray | Published: 23-Sep-2022

Barber’s Style features six skin, shave and beard grooming products for a barber-quality experience

Heritage shaving player Wilkinson Sword has launched its first skin care and grooming range aiming to offer men a premium barber-quality experience in their own homes. 

The new collection, called Barber’s Style, features six grooming and skin care products that are of barber-grade quality and recommended by British Master Barber experts. 

According to the Edgewell Personal Care-owned brand, the collection has been formulated using superior ingredients and curated ‘uncommon’ fragrances to invigorate basic grooming regimens.

High-performance ingredients incorporated into the range include niacinamide and natural oils like shea butter, avocado, argan and sunflower oils. 

“We’re really excited to announce the launch of our Barber’s Style range – Wilkinson Sword’s first grooming and skin care range that has been carefully crafted with premium and efficacious ingredients to offer shoppers a premium grooming experience in the comfort of their own bathroom,” said Victoria Gooddy, Marketing Manager at Wilkinson Sword.

“The new range comprises premium shaving, face and beard and stubble care all of which are barber quality certified to bring the barber shop experience closer to home.”

Gooddy continued: “From research, we found that post-pandemic men are taking more time on their facial grooming routines and are spending time online educating themselves and seeking expert skin care advice. 

“We found that 42% of men want a product that’s easy to use and 27% want a name brand, which is why we decided to draw upon our 250 years of shaving expertise to launch the Barber’s Style range.” 

The Barber’s Style line-up brings together Shave Cream, Post Shave Balm, Beard Oil, Beard Balm, Beard Wash & Softener, Face Wash and Face Moisturiser, with all products priced at RRP£10.

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