P&G’s Gillette dominates 60% of the $15 billion shave care category, turning out new product innovations constantly; its most recent is a heated razor intended to bring men a similar sensation to a hot towel shave. CFO Jon Moeller has explained the brand’s moves as not only an idea to grow the Gillette brand but to “protect” it.

Why might such a dominant brand need protection? With the rise of DTC brands, notably Dollar Shave Club and, more recently, Harry’s Grooming, the category is seeing new entrants. Their tone and design is less sci-fi and their offer is, frankly, more robust: a well-designed razor at a reasonable price, and the ongoing benefit of sending you razors according to how often you shave. Harry’s has proved incredibly popular, boasting nine million consumers globally.

Harry’s Grooming was founded in 2013 by Andy Katz-Mayfield and Jeff Raider. Raider’s background was auspicious in the disruptive DTC space, having also founded the eyewear company Warby Parker. This experience had been valuable, no doubt, but the gripes around shaving are more regularly irritating.