Deodorising wipes the perfect Wingman for King of Shaves

By Andrew McDougall

- Last updated on GMT

Wingman deodorising wipes
Wingman deodorising wipes
Success on a UK television show has lead to a young British men’s grooming firm to receive investment from household name, King of Shaves.

Wingman founder Stu Jolley told CosmeticsDesign-Europe.com that following exposure and good results on a BBC television series, the company signed a deal with King of Shaves, who will take 24 per cent equity.

The television series, ‘Britain’s Next Big Thing’, aired on UK channel BBC 2 this month and was presented by Dragons Den star and entrepreneur, Theo Paphitis.

The series ended last week with the winning company, Wingman, securing a business boost, with a UK retailer Boots distribution deal for the male deodorising wipes, seeing off stiff competition from thousands of start-up companies that applied to take part in the TV show.

Substantial brand opportunity

King of Shaves entrepreneur Will King was one of the shows millions of viewers and was impressed with what he saw as ‘a fantastic opportunity to create a substantial brand, not just in the hyper-competitive world of men's grooming, but in many other areas too.’

“I watched the programme and saw massive opportunities with this brand, spinning it into a huge range of other products in the male grooming and accessories markets,”​ King said.

“Our companies are already working together on these developments and I expect to make a further announcement on this later this year.”

The exact investment remains undisclosed, but is one that is welcomed by both UK firms, and one which Jolley hopes will continue the growth of Wingman in the future.

“The experience on Britain’s Next Big Thing was an incredible rollercoaster and I’m really excited that it sparked Will’s interest in Wingman and has resulted in the King of Shaves investment,”​ explained Jolley.

Wash ‘n’ go

Wingman was founded by 24-year-old Jolley, a Cardiff University graduate, who came up with the idea for male deodorising wipe, while camping with friends.

With no showers to use, they become frustrated using ‘girly’ baby wipes, so he decided to create an alternative more masculine smelling product, for men on the go.

Wingman wipes are now available in 263 Boots stores nationwide, in both an 8-pack and 2-pack option.

Related topics: Business & Financial, Skin Care

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