Bic, a company best known in the US for shavers, pens and lighters, has rolled out a new line of topical grooming products under its Made For You direct-to-consumer (DTC) brand. Made for You Shave Cream, Body Lotion and Face Lotion complement the company's Made For You refillable razor system, which is available exclusively on Amazon.

The launch marks Bic's foray into these topical grooming categories in the US. 

Bic contends Made For Your taps into the evolving consumer mindset that calls for more inclusive choices in the personal care industry.

"Consumer-centricity is our obsession, and this journey began with a simple insight – a rising population of consumers are seeking a high performing product that addresses their needs, regardless of gender," said Mary Fox, general manager of Bic North America, Shelton, CT. "This exciting line-up of grooming products was a natural next step for BIC and the Made For You brand. We listened closely to what consumers are looking for in their grooming routine and found that they want great products that perform for every body. Made For Your gives them just that."

This new grooming line is lightly scented of citrus, a fragrance chosen for its universal appeal, according to the company.