Anna Sheffer
Updated May 29, 2019 @ 2:21 pm

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.

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.

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

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