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BladeButter Launches 90% Organic ShaveJelly

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ShaveJelly contains vitamin E and green tea to sooth the skin.

Pursuing the burgeoning male grooming sector, BladeButter has introduced ShaveJelly, what it argues is a gentler shaving cream/gel alternative. The non-foaming, non-greasy product is 90% organic and contains green tea and vitamin E to heal the skin.

The company also offers a RazorBooster micro lubricant, launched in 2012, which began as a forced-filtration oil for a protein bar wrapper challenge.

As seen with pre-shaving, brands are continuing to seek out new opportunities in the segement.