Progista: How Schick Japan Launched the First Total Grooming Care Brand for Men
2025 marks Schick’s 65th anniversary in Japan. Earlier this year, Schick Japan launched Progista, the first premium total grooming care brand for men endorsed by professionals, offering a one-stop solution that covers pre-shave skin protection, razor, and after-shave skin care. Developed with dermatologists and beauty professionals, Progista’s concept is simple yet unprecedented: skincare starts with shaving.
Why We Launched Progista
Progista is a key part of our vision to become the most innovative beauty grooming company in Japan. We have found that razor burn (stinging and redness) remains the top skin concern for men across all age groups, from their 20s to 50s in Japan.
To address these challenges, Progista combines Schick’s century-long expertise in wet shaving with dermatologist backed skincare science. The result is a total grooming care lineup that delivers comprehensive solutions for men’s top skin concerns.
Progista’s Key Products:
- Shaving Foam to prevent razor burn
Medicated shaving foam that helps prevent razor burn, delivering a smooth and comfortable shave.
- Precision Short Holder with six blades
Schick Japan’s first-ever six-blade razor. Barber-inspired short handle for a weighted, comfortable grip, offers an exceptionally close shave with minimal pressure.
- Skin Booster is a medicated skin serum that soothes post-shave skin irritation.
Beyond the Product: Stepping into Premium Retail
Progista is making its mark in premium retail for the first time. We’ve showcased the brand through a series of pop-up events at top department stores and secured prime placements in leading variety stores. This bold move highlights how we’re bringing the complete grooming experience to more men across Japan.
We’ve already won seven men’s beauty awards from top men’s magazines. These early successes show that Progista is truly starting to redefine men’s beauty grooming in Japan. By making skincare before and after shaving, a standard habit, the brand addresses men’s top concern—razor burn. The products also reflects our commitment to sustainability, with responsibly sourced paper packaging and 50% recycled plastic sleeves.
Looking ahead, our team is excited to keep pushing forward, bringing our vision of the most innovative beauty grooming company to life—and helping men everywhere enjoy healthy and clean skin.