King size ambition


In a market shared between just a few clear leaders, King of Shaves is preparing for battle. Georgia Seago reports on how the brand is planning to reign supreme

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King of Shaves all started with a simple, unassuming bottle of shaving oil. It was 1993, and founder and CEO Will King had developed the oil himself after finding that other products left him with razor burn. Back then, he had a laid back version of a business plan and was simply focused on bringing his basic shaving oil onto the market. “I didn’t really think any deeper than that, to be honest. At the time, having been made redundant from my job in marketing, I just was looking to do anything that would get me working again. The oil worked for me so I thought it could work for other people too.”

Just over two decades later, the brand has become a shaving empire and King has just launched his proudest achievement to date: the much hyped Hyperglide razor system. This latest market contender joins the brand’s first razor model, the Azor, which launched in 2008 and its updated models, two women’s razors, the electric ProStyle range, a selection of shaving gels and oils and a skin care line including scrubs and face balms.

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