Nick Jonas has a new gig, but it is not what anyone expected. The singer teased a skincare launch on Instagram earlier this week, sending fans into a frenzy. When the reveal came on April 29, the truth was something else entirely. Jonas partnered with Schick as the face of its “Do Right By Your Skin” campaign, an initiative promoting shaving as skincare rather than just hair removal.
The campaign launched in two deliberate phases. On April 27, Jonas posted a cryptic video showing droppers, ingredient close-ups, and bubbling liquids. The caption read: “If you are also skin care obsessed, stay tuned.” Fans flooded the comments, convinced a Jonas Brothers beauty brand was coming. One user wrote, “Yes, I would trust you with my entire skin care routine.” When the official announcement dropped two days later, the rug pull was complete. Jonas’s skincare secret was never a serum. It was a razor.
Schick’s new brand narrative positions shaving as the first step in any skincare routine. The razors feature hydrating ingredients, including aloe, pro-vitamin B5, and chamomile across the Hydro and Xtreme lines. Jonas said the partnership was a natural fit, noting that living in the public eye means wanting to look and feel confident. He rotates between the Hydro for his neck and the Xtreme, both of which keep his skin smooth without irritation.
The campaign arrives as men’s grooming becomes one of the fastest-growing segments in personal care. Jonas said he wishes more men would talk openly about self-care, from shaving to wearing sunscreen. Schick’s research found that more than half of US consumers are dissatisfied with their current razor because it leaves skin dry and irritated. The “Do Right By Your Skin” campaign directly answers that gap, treating shaving as a ritual rather than a chore.
Jonas helped Schick pull off something rare in celebrity endorsements. He teased a beauty launch, earned millions of impressions, then revealed the product was a razor all along. The campaign borrows the visual language of high-end skincare, from ingredient lists to dropper shots. Schick is betting that men will think differently about shaving when it is framed as self-care. Based on the reaction so far, the bet might just pay off.
