"Whenever, wherever, however it happens—your first shave is special."

Smooth move, Gillette! The shaving supply company has released a touching trans-inclusive commercial as part of its #MyBestSelf campaign.

The new Pride-targeted ad, “First Shave,” features Samson Bonkeabantu Brown, a young Canadian trans man, shaving his face for the first time as his father offers him pointers and encouragement.

“Whenever, wherever, however it happens—your first shave is special,” reads the ad’s tagline.

“Growing up I was always trying to figure out what kind of man I wanted to become, and I’m still trying to figure out what kind of man that I want to become,” says Brown, an activist who works in the arts.

“I went into my transition just wanting to be happy,” he continues. “I’m glad I am at the point where I’m able to shave… I’m at the point in my manhood where I’m actually happy.”



“Don’t be scared,” Brown’s father tells him as he handles the razor. “Shaving is about being confident.”

“I shot this ad for Gillette and wanted to include my father, who has been one of my greatest supporters throughout my transition, encouraging me to be confident and live authentically as my best self,” Brown writes on Facebook.

“I am confident that this ad will encourage many of my trans siblings and fill them with the knowledge that our existence in this world can be filled with the love and support we deserve.”

The new ad follows a divisive Gillette commercial that criticized toxic masculinity.

Last month Harry’s also released a commercial featuring a trans shaver. The subscription-based shaving company previously partnered with men’s skincare site Very Good Light to give two young trans men a fresh shave.