King of Shaves: advice and strategy for business

Published: 17-Sep-2014
Media Hair Care Male Grooming Retail Marketing

"Originality and clarity of purpose are important; also, the internet has got to be the absolute centre of your project focusing on consumer engagement"

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King of Shaves was founded by Will King in the UK in 1993, and by 2007, the company’s turnover was £13.9m. In 2012, the company launched an online razor, blade and shaving oil subscription service. Other recent launches include Shave+Shield in addition to the shaving gel AlphaGel. Cosmetic News Weekly interviewed Will King, founder and CEO of King of Shaves (KoS).

Questions answered
  • How do you remain innovative in such a competitive niche?
  • What is your advice for young businesses reinventing themselves?
  • How has your strategy evolved to meet the demands of globalisation?
  • What would you say is the key to promoting a new product?
  • What do you see as the future of men’s shaving products?


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