Bic enters direct-to-consumer grooming space with Made For You

Bic, a brand synonymously known for its stationery, lighters and shavers, is diving into brand new territory.

The Shelton, Conn.-based brand unveiled its new direct-to-consumer brand, Made For You, which consists of shave cream, body lotion and face lotion made to complement its refillable razor system.

“Consumer-centricity is our obsession, and this journey began with a simple insight – a rising population of consumers are seeking a high performing product that addresses their needs, regardless of gender,” Mary Fox, the general manager of Bic North America said. “This exciting line-up of grooming products was a natural next step for Bic and the Made For You brand. We listened closely to what consumers are looking for in their grooming routine and found that they want great products that perform for every body. Made For You gives them just that.”

Featuring a light citrus scent in its products, Made For You products also contain aloe vera to help moisturize and nourish, as well as vitamin E to protect against irritation during shaving, the company said.

Available exclusively on Amazon, Made For You products begin retailing at $7.49.