Hardwicke’s of California Taps into ‘Slow Shave’ Trend

This isn’t your father’s shaving cream. In fact, for many consumers, it is more likely to be their grandfather’s.

Men’s grooming brand Hardwicke’s of California says its new shaving cream line is designed for the “slow shave” experience. The idea is to ditch the disposable razor and more typical aerosol-based foam or gel shaving product for a safety razor and brush-applied formula.

The brand’s Brush-Style Shaving Creams, which are 77% organic, are produced using traditional soap-making techniques and include ingredients such as pine rosin, meadowfoam seed oil and glycerin. The formula is designed to produce a dense, cushiony lather.

The shave creams, which are said to be compatible with all wet shaving razors, are available in four scents: Sopa De Lima, Panamint, 1847 and Native State.

Shaving cream, an alternative to soap, was invented in 1919 by Barbasol.