Gillette’s new brand consists of a complete range of products and tools focused on grooming facial hair. The packaging design is inspired by the company’s more than 115 years of innovation and grooming experience and bears the name of founder King Camp Gillette.

The range is anchored by the iconic double-edged safety razor that was pioneered back in 1901 by King C. Gillette. The full range is categorized into three sections: shave & edge, trim, and care.

The shave gel, beard & face wash, beard balm, and beard oil have been formulated with plant-based ingredients including argan oil, avocado oil, coconut water, aloe vera, white tea extract, and cocoa butter. The range has a signature scent 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. The products are priced at $5.99–$29.99.

Gary Coombe, CEO, Gillette, commented, “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. 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. 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.”