bulldog shaving range

British male grooming brand Bulldog has ramped up its product portfolio with two new ranges: its first beard care products alongside its first dedicated line of shaving products.

The Original Beard range comprises three products - oil (rsp: £5.50/30ml), balm (rsp: £8/75ml) and a 2-in-1 shampoo & conditioner (rsp: £6/200ml).

Made with natural ingredients including shea butter, borage oil and green tea, the products would help bearded blokes achieve and maintain “top form” facial hair, said co-founder Simon Duffy.

He claimed there was no shortage of men looking for such products, despite claims the beard trend had peaked some time ago.

Rolling into Boots this week, the trio is joined by Bulldog’s first dedicated shaving range, featuring four new products in formats including the brand’s first barbershop-style metal tube and an air-powered canister.

The range - which features improved version’s of Bulldog’s existing Original shaving gel and Sensitive shave cream - consists of Original oil, cream and foaming gel, with the latter also available in Sensitive (rsp: £3.50-£5.50).

The shaving launch was in response to consumer demand, said Duffy. “Shave has been a small part of the Bulldog family since 2007, but men have been telling us they want more,” he added.

Bulldog will be hoping its shaving portfolio recreates the brand’s success in skincare; sales were up 27.9% to £6.4m in a category down 2.2% [Nielsen 52 w/e 10 October 2015].