Gillette Venus Partners with Swimwear Brand The Saltwater Collective

Procter & Gamble's Gillette Venus has announced a partnership with Canadian swimwear maker The Saltwater Collective.

The accord expands on the “Any Body is a Beach Body” campaign. The campaign launched in June 2023 after a survey by Venus revealed that one third of Canadian women feel uncomfortable when wearing swimwear in public.

“At Venus, we are committed to celebrating all women, all bodies, and all types of skin,” said Kimberly Legg, brand Ddrector, Gillette Venus Canada. “With this mutual purpose, our partnership with The Saltwater Collective goes beyond shaving and swimwear. We are both committed to supporting all women in their body confidence journeys.”

The partnership supports The Saltwater Collective’s launch of a new collection that expands the brand’s offerings, including a new 4XL option. Every order from the collection will come with a Gillette Venus Miami Midnight Extra Smooth Razor formulated with vitamin E & avocado oil (while supplies last), according to The Saltwater Collective.

“My goal with The Saltwater Collective is to create swimwear that helps women feel confident in their own skin,” said Camilla James, CEO and founder of The Saltwater Collective. “Partnering with Venus gives us the opportunity to grow our offerings and address some of the key issues women face when shopping for swimwear.”

The collection is on a limited pre-sale now; the official launch is May 1.

Gillette unveiled the Venus shaving system in 2001, as reported by Happi.