Schick has tapped singer Nick Jonas to be the global ambassador for its Do Right By Your Skin campaign, putting an end to rumours that the Jonas Brothers member was launching his own skin care brand.
The campaign promotes the US personal care brand’s refreshed brand narrative for 2026, which aims to reframe shaving as an “essential” first step in skin care and elevate it from “routine to ritual”.
The confusion around whether Jonas was launching a skin care brand was an intentional part of the marketing, in an effort to “blur the line between celebrity skin care launches and mass grooming”, the brand stated.
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A cryptic post shared to Instagram by the singer and actor on 27 April started the speculation, which showed Jonas standing in front of a bubbling background.
The post’s caption read: “If you know me, you know I am into some good quality skin care.
“If you are also skin care obsessed, stay tuned.”
Jonas’ Instagram post has amassed more than 107,000 likes and 1,300 comments since being posted, with the comments section flooded with fans theorising as to what it all meant before Schick’s ‘rug pull’.
“Taking care of my skin is a big part of my daily routine,” said Jonas.
“I partnered with Schick because their razors help me look and feel my best.
“The products keep my skin smooth and hydrated, and that makes a real difference for me."
To develop the creative campaign, Schick partnered with creative agency BBH USA, taking inspiration fromthe visual world of skin care.
“We are proud to unveil our refreshed brand narrative – building on our heritage and expertise in hair removal while redefining the category through a skin-first perspective,” said Vildan Oenpeker, SVP & General Manager, US Hair Removal at Edgewell Personal Care, Shick’s brand owner.
“For too long, shaving has focused just on the process of removing hair, and not enough on the impact it has on your skin.
“At its core, our campaign reflects a simple belief: shaving should leave your skin looking and feeling its best.”
Jonas rose to fame in the early 2000s, with a stint on Broadway aged seven and a debut single in 2002, leading to the singer catching the attention of Columbia Records, where he went on to form the band Jonas Brothers, alongside his older siblings Kevin and Joe.
From then, the brothers went from strength-to-strength with roles in Disney Channel’s Camp Rock franchise and the Hannah Montana series, before leading to their own show, Jonas.
Since then, Jonas has released music both as a solo artist and with his brothers, as well as acting in Goat alongside James Franco, Jumanji with Dwayne ‘The Rock’ Johnson and Ryan Murphy’s Scream Queens.
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