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Nick Jonas is not starting his own skin care brand.
He is, however, championing healthy grooming practices in Schick’s latest campaign, “Do Right by Your Skin,” developed in partnership with BBH USA. Centered around the brand’s sharp approach to shaving, the buzzy initiative saw Jonas intentionally tease the launch of what was thought to be his new skin care line in a series of Instagram posts shared earlier in the week. Schick and Jonas have since confirmed the posts were a ploy to blur the lines between celebrity beauty launches and mass grooming as part of its wider brand messaging.
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In an official statement, Vildan Oenpeker — senior vice president and general manager of U.S. hair removal at Schick’s parent company, Edgewell Personal Care — said: “We’re proud to unveil our refreshed brand narrative — building on our heritage and expertise in hair removal while redefining the category through a skin-first perspective. For too long, shaving has focused just on the process of removing hair, and not enough on the impact it has on your skin. At its core, our campaign reflects a simple belief: shaving should leave your skin looking and feeling its best.”
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Founded by Colonel Jacob Schick in the 1920s under the name, Magazine Repeating Razor, the brand has long been a staple in Jonas’ toiletry kit. Packed with aloe, hydrating gel pools, pro-vitamin B5 and chamomile, the former Disney star said Schick razors keep his skin “smooth and hydrated.
“I partnered with Schick because their razors help me look and feel my best,” he continued in an official statement.
While the news may not have been what fans originally assumed, Jonas returned to his Instagram on Wednesday morning to divulge his “skin care secret” alongside the moody campaign video. His caption read: “My skincare secret? It all starts with @schick. Because your razor shouldn’t just remove hair, it should do right by your skin. Soothing, hydrating, nourishing, all in one simple swipe.”
Jonas’ followers were quick to admit he had them fooled. “You got us in the first half, not gonna lie,” one Instagram user wrote, while another added: “Did not see that coming.”