- Schick has launched its Do Right By Your Skin campaign, tapping Nick Jonas as its global face to reposition the 100-year-old razor brand as a skincare-first product, a first-time partnership between the two.
- The campaign, developed with agency BBH USA, targets the more than half of U.S. consumers who report dissatisfaction with their current razor due to skin dryness and irritation, per a 2025 Mintel report.
- Schick's Do Right By Your Skin push spans its full men's and women's razor portfolio, including Hydro Sensitive, Xtreme 3, Hydro Silk, and Intuition, each featuring skin-care ingredients like aloe, hyaluronic acid, and pro-vitamin B5.
- Jonas, fresh off his 2025 global brand ambassador run with Fossil, continues building an active endorsement portfolio alongside his music and acting career.
Schick, the century-old razor brand owned by Edgewell Personal Care, is going all-in on skincare, and it’s bringing Nick Jonas along for the ride. The brand announced its Do Right By Your Skin campaign on April 29, 2026, with Jonas serving as the campaign’s global face.
The campaign, created with BBH USA, reframes shaving as step one of skincare rather than just hair removal. It’s a strategic pivot prompted by a telling stat: more than half of U.S. consumers say their current razor leaves skin dry and irritated.
Schick’s response is a full portfolio built around skin-loving ingredients (aloe, hyaluronic acid, chamomile, and pro-vitamin B5) across lines including Hydro Sensitive, Xtreme 3, Hydro Silk, and Intuition.
This marks Schick’s biggest celebrity-backed campaign in years; its last major campaign push notably went celebrity-free, featuring real men in stark black-and-white spots.
Jonas is no stranger to brand deals in the personal care space. He most recently served as Fossil’s global ambassador from 2025 to 2026, co-designing the limited-edition “Machine Luxe” watch capsule.
On the music front, Jonas and his brothers celebrated 20 years of Jonas Brothers in 2025 with the studio album Greetings From Your Hometown and a major tour kicking off at MetLife Stadium in New Jersey.
Much like Teddy Swims’ recent partnership with White Claw and Adrian Grenier’s campaign with Jarlsberg, this deal leans into authenticity, pairing a recognizable face with a brand message that aligns with a real daily routine.
Takeaways
Schick’s move here is bold and calculated. The brand is essentially saying: we’re not a razor company, we’re a skincare company that happens to make razors.
That’s a major repositioning for a brand that’s been around for over a century, and picking Nick Jonas to carry that message makes a lot of sense. He’s polished, broadly liked, and has a proven record with lifestyle brands.
This isn’t a celebrity slapping their name on a product; Schick is literally relaunching itself around a new brand philosophy, with Jonas at the center of it.
Also worth noting, Schick’s previous campaign deliberately avoided celebrities altogether. The pivot to a major star like Jonas signals that the brand wants a bigger cultural moment, not just a credibility play.
Can Schick successfully shift consumer perception from “razor brand” to “skincare brand,” and is Nick Jonas the right person to make that message land? With Gillette dominating the men’s grooming space, does a skincare-first angle give Schick a real competitive edge, or is it just a marketing refresh?
