Retail Beauty previously reported on the acquisition of Cremo, the US cult men’s shave and skincare brand, by Edgewell for US$235 million.
Cremo was founded in California in 2005 with a single product – Original Shave Cream – before rolling out a range of beard and grooming products.
For the first time, the products will be available locally, as the brand recently launched in Australia with a complete and extensive line of men’s beard, hair styling, body wash, shave prep and skin care products.
Cremo is one of the fastest growing men’s grooming and styling brands globally and over the past year, has taken out the top spot as the highest selling beard brand in the US.
Cremo Senior Brand Manager Deana Lolas said the expansion into Australia “is an exciting step forward, building on the success of Cremo in the US”.
“Our products are rooted in the grooming traditions of the past and we firmly believe Australian men will appreciate our astonishingly superior standards,” she said. “From formulas featuring our famous Good Uncommon Scents to the Barber Grade collection, we make shave, beard, body, face, and hair products that deliver dramatic results for today’s Australian gentleman.”
The launch has been welcomed by Sydney’s top styling experts including Jacob Martin, the founder of one of Sydney’s most popular barber shops Tate and Lyle.
“Cremo offers an attainable upgrade from the products found on most retail shelves,” Jacob said.
“More and more we’re seeing Australians develop a greater appreciation for more discerning products, it’s not about showing off or projecting a higher status, but wanting to look, feel and smell their best. Cremo is built for those who want to upgrade their grooming routine.”
The full range of 21 grooming products are now exclusively available online through its Australian Amazon storefront.
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