Signature Brands, Part 1: Shave Cream

My shaving life has been torture on my face and neck. When I started shaving, I think I used Barbasol. And for my teens and 20s, and into my 30s, my post-shave life was filled with acne, sensitive skin, razor burn and rashes. I tried the fancy stuff from the cologne brands. I tried bar soap. I tried just a basic lotion. I tried hot water soaked washcloths pre-shave, cold water post-shave, and electric razors. I was convinced my shaving-life was cursed to pain and suffering (well, discomfort more than “suffering”) and it was time to give up. 

Then came Trader Joe’s and everything at Trader Joe’s is just a little friendlier – especially their shave lotion. Finally, I’d found a brand that didn’t immediately burn or irritate my skin and so, for about the past decade, I’ve been happily shaving with their stuff. I guess it wasn’t a money-maker or big seller, because late last year, Trader Joe’s discontinued it.

In a very odd coincidence, at that exact same time, one afternoon when I was randomly over at my 80-year-old Dad’s house, he excitedly showed me his new shave cream and said how great it was. I told him, hey, I’m happy with my Trader Joe’s and I’d keep his new brand in mind. It was the strangest conversation. I don’t know what soap, deodorant, or shampoo he uses. He didn’t run to his bathroom and bring me those bottles. But he did feel so strongly about his shave cream, he grabbed the can and showed it to me. 

I’m glad he did because not even a month later, I learned, yes, Trader Joe’s was done making their shave cream.

So I went and bought Aveeno’s Therapeutic Shave Gel and lo’ and behold, my Dad was 100% right to brag about this product. In the month I’ve been using it, it’s improved my life …well, my shaving life. 

Aveeno’s Therapeutic Shave Gel (“ATSGel” as the cool kids call it …or as they should) is different. It’s soft like silk. It’s fragrance free. It’s so gentle on my face and neck. I hope you try it. 

Plus, a little – and I mean a very little – goes a loooooong way. A squirt about the size of an M&M (which might be slightly too much) will lather up and cover your entire face and neck. Splash some water on your face to really make it expand. I’m convinced the blade is working better and my shave is smoother and closer, as well. 

So this is one of my new signature brands (2025 is my year to identify all my signature brands) and I hope Mr. Aveeno is reading this.  Hey! Mr. Aveeno?  Your shave gel is new to the shave gel shelves. I’ve fallen in love. This better not be some random experiment and if it doesn’t become a huge seller, you’re gonna discontinue it. My face (and neck) have been hurt once. We can’t more sad news or a bad break up.

Might also be a good time to document the-right-way-to-shave.

1. Buy the BEST razor money can buy. A good razor can last 2 or 3 weeks, or a month. This depends on how often you shave and the coarseness of your beard.
2. I shave every night before bed (so a 24-hour shave cycle)
3. Run the tap until the water is hot as you can stand it (or use your boiling kettle if you worry about running water for a long time and wasting and paying for that water)
4. Soak a washcloth in that hot water, ring out the washcloth (again, as hot as you can stand it), and put the washcloth on your face (with extra attention to the mustache area)
5. Say a Hail Mary slowly. Take this opportunity to breathe deeply.
6. Repeat this three times so you’ll have soaked the washcloth three times and said three Hail Mary’s. Now your beard will be soft for the blades
7. Squirt an M&M size bit of Aveeno Shave Gel in your palm. Splash some water on your face with the other hand. Massage the shave gel and spread it all over your face.
8. Shave from outside to inside. Meaning, start at the ear/side burns and move in overlapping rows toward your mustache/goatee area. The “overlapping rows” is the key here. Ideally, only about 1/3rd of the razor will be shaving the unshaven area. This technique is very forgiving and it’s like you’re going over each part of your face twice. 
9. Rinse every 4 or 5 strokes. 
10. Shave the face pulling the razor down. Shave the neck pulling the razor up.
11. When all shaved, use warm (not hot, not cold) water and rinse away all the shaving cream.

The most important part is the hot water washcloth to soften the beard hair and then the overlapping rows.

There you go. A new signature brand. The rest of my signature brands are here. 

Got any signature brands I should try? Any category? Leave a comment.