Frederick Benjamin launches new shaving range for men

Personal care brand Frederick Benjamin Grooming has launched a new men’s shaving range to prevent irritation and promote healthy skin.

Designed for multicultural men, the natural shaving line comprises a three-step shaving regimen with Easy Primer pre-shave oil, Hydro-Glaze Cooling Aloe shave gel, and Bump Clear post-shave lotion.

Reportedly, multicultural men experience 50 times more ingrown hairs and irritating, painful razor bumps due to the product ingredients or standard shaving processes.

Frederick Benjamin Grooming's founder Michael James said: "As I'm working behind-the-scenes for these multinational brands, I noticed everything hitting the shelves is mass-marketed.

"Nothing was addressing the specific concerns of multicultural males. That's what Frederick Benjamin does. We give them the needed products and processes to eliminate their battle with skin irritation and damage."

The new line contains a blend of natural oils and ingredients such as aloe vera and witch hazel to protect, prevent, and minimise skin irritation.

With avocado and grape seed oil extracts, the Easy Primer forms a protective cover over the skin to enable gliding of razor.

The Hydro-Glaze gel comes as a clear formulation, allowing better visibility. Bump Clear lotion is said to decrease appearance of razor bumps within 14 days.

Frederick Benjamin's shaving products are available at select retailers and barbershops in US cities and on frederickbenjamin.com.