P&G said Zirh ‘enjoys unique positioning as a high-end "male only" brand and has one of the most comprehensive skin and shave care lines of any male grooming brand on the market today.'
P&G, which recently bought premium brand The Art of Shaving, is currently pursuing a strategy of building P&G Beauty & Grooming in the world's premier male grooming company. Its existing male brands include Gillette, Old Spice, Braun, a collection of leading male Fine Fragrances.
‘Zirh is an excellent fit into P&G's already incredibly strong Male Grooming portfolio,' said Chip Bergh, Group President, P&G Male Grooming. ‘Although it is a relatively small, North American-centric business, its super-premium positioning and product line up is a perfect complement to our portfolio.'
Zirh, founded in 1995, is an international seller of men's skin care and shaving products, with a focus on simplicity and ease of use. Zirh products differentiate themselves through ingredients like natural oils, extracts and botanicals and a focus on the specific skincare needs of men.
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