Gillette's beard care brand is a hit

Gillette’s entry into the beard care space was born out of necessity following a dramatic change in the culture of men’s facial hair—suddenly, beards were everywhere. Forced to write down its shaving business by $8 billion in 2019, the Procter & Gamble brand tapped agency Circus Maximus to co-create a shaving brand focused on beard care. King C. Gillette launched in both retail and direct-to-consumer in April of 2020, just as the pandemic struck.