King of Shaves Woman has secured distribution in Boots and the main supermarket chains, with the first products expected to appear at the end of this month.
The line includes shave oil, shave spritz and shave gel, as well as firming moisturiser, hair minimiser and a scrub.
It will be marketed through a sampling drive that will see King of Shaves give away more than 40,000 items. The women's range will also be promoted online at shave.com, the King of Shaves website.
No advertising is planned for the initial launch, though the firm said it would consider developing an ad campaign once it had received feedback from retailers and suppliers.
The range, which will contain tea tree oil, aloe vera and fruit essences, will be sold in bright pink packaging. It will be marketed under the strapline 'Maximum effect with minimum effort'.
Will King, founder and chief executive of KMI, the company that manufactures, markets and distributes King of Shaves, said that there was 'the potential for the Woman brand to grow and achieve similar levels of success as the men's portfolio'.
Until now, women's shaving ranges have been limited. Gillette has a Satin Care gel, while Wilkinson Sword offers Lady Protector gels.
King of Shaves is now the number two brand behind Gillette in the men's shaving 'software' market (as opposed to the 'hardware' of razors). Its growth has been outpacing that of rivals such as Nivea for Men.
The women's shaving software market is worth £9m, according to IRI. This is down 4.2% year on year, mainly due to retailers offering price reductions.
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