“Our goal was to create a modern, fine-fragrance-inspired shave experience” with “not even a whiff of dated machismo,” Kang added.

The brand is considering expanding into more products for men, given that the male-targeted skincare market is expected to grow by 24% in the next five years, according to Kang.

“The grooming category is in need of innovation, disruption, and aspiration—and it’s the right time to shake things up,” she continued. “More men are becoming interested in taking care of their skin. And while we’ve seen a lot of new entrants focused on razors, we haven’t seen as much innovation around prep and skincare.”

Eos’ previous women-focused campaigns include the jazzercise-themed “Vagnastics” and the launch of a “Bless Your F*ing Cooch” shaving cream line.