Fresh on the heels of the news that Henkel has launched a natural hair and body care range comes the news that P&G is poised to enter the category. According to a report published by the Cincinnati Business Courier, the US FMCG company’s Gillette brand will launch an alternative shave gel and cream in the first half of 2019.
Pure by Gillette contains naturals such as aloe leaf juice and peppermint oil and is free from dyes, parabens, alcohol and sulfates. It is designed to partner the brand’s newest razor, which was designed for sensitive skin.
“We see a growing desire from consumers for natural products – especially in the beauty and personal care realm,” P&G’s Kara Buckley told Cincinnati Business Courier.