This Gillette ad featuring a transgender man shaving for the first time shows that masculinity doesn’t have to be toxic

Amid all the recent talk of toxic masculinity, Gillette has made an effort to prove that being a man doesn’t have to involve playing into harmful gender roles. In January, the company released an ad that challenged stereotypes about masculinity and asked, “Is this the best a man can get?” It inspired widespread praise for the brand (and an inevitable boycott from trolls). Now, Gillette is once again challenging narrow, unhealthy ideas of manhood. Their latest ad depicts a transgender man shaving for the first time.

Gillette shared the ad, called “First Shave,” to its Facebook page on May 23rd. In the video, Toronto-based trans artist Samson Bonkeabantu Brown prepares to shave for the first time with the help of his father. He explains the significance of the moment for him as a trans man in the process of transitioning.

"Growing up, I was always trying to figure out what kind of man I wanted to become," Brown says. "I always knew I was different. I didn't know there was a term for the type of person that I was."

As Brown slides the razor over his jaw, his father reassures him, saying, “You’re doing fine.” It’s a tender moment that shows the love between father and son.

On his own Facebook page, Brown wrote that his father has been one of his “greatest supporters” during his transition.

"This moment overwhelmed me during filming and again today seeing the ad since it's been launched," he 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 brothers, sisters, and siblings who exist outside the binary are not always as fortunate.  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."

Gillette, meanwhile, told NBC News that it supports “everyone in their journey to looking, feeling and acting their best every day.”

"Gender conversations are happening all around us and we believe brands play a role in influencing culture and have a responsibility to use their voice to champion issues of great relevance to both the brand and our customers," Gillette spokesperson Corey Manual told NBC News.

We applaud Gillette for this beautiful, inclusive ad—and for showing that there’s more than one way to be a man.