Gillette has released a new advertisement featuring a trans man shaving for the first time as his father looks on with pride.

The ad features Samson Bonkeabantu Brown, a young Canadian, who says, “Growing up I was always trying to figure out what kind of man I want to become and I’m still trying to figure out what kind that I want to become.”

Brown then receives encouragement and advice from his father.

“Now don’t be scared. Shaving is about being confident. You are doing fine.”

Brown concludes the ad saying, “It’s not just myself transitioning. It’s everyone around me transitioning.”

The ad’s tagline is “Whenever, wherever, however it happens — your first shave is special.” It’s part of Gillette’s new #MyBestSelf campaign.

In a Facebook post about the ad, Brown reveals that he wanted his father involved since he’s supported him “throughout [his] transition.”

“This moment overwhelmed me during filming and again today seeing the ad since it’s been launched,” Brown wrote. “I’m keenly aware of how blessed I am to be able to exist in this world being supported by my family in ways that all too often many of my trans brother, sisters, and siblings who exist outside the binary are not always as fortunate.”

“Be good to yourselves. Love yourselves. And know that when you greet the world with love, it can and will love you back, often in the places you least expect.”

Gillette drew praise and ire from conservative pundits in January for releasing an ad that criticized toxic masculinity and sexism by asking “is it?” to the company’s long-running slogan “The best a man can get.”

A survey conducted after that ad ran found the ad was well-received by consumers, with 71% of respondents agreeing that Gillette “shared their values.”