Grooming products company King of Shaves has taken a 24% stake in a firm founded by a young Cardiff University graduate. The investment came after young entrepreneur Stu Jolley won a Boots distribution deal for his male deodorising wipes, marketed under the name Wingman in the wake of appearing in BBC2 television series Britain’s Next Big Thing. King of Shaves founder Will King said: “I watched the programme and saw massive opportunities with this brand, spinning it into a huge range of other products in the male grooming and accessories markets.
“I came up with the idea in the summer of 2008, when I was on a camping trip in France with my mates,” he explains. “The showers weren’t working, so my friend whipped out a girlie baby wipe and started cleaning himself with that. I realised right away that there was a gap in the market for a deodorising wipe for men.” Stu Jolley - Founder of Wingman
He researched and designed prototypes to sell in clubs and festivals – aided by a £25,000 investment from friends and family. After settling on a name – Wingman – because it’s always by your side – he worked with specialists to create a wipe which contains a series of attractive but masculine smelling ingredients, including ginseng, menthol and aloe vera.

His Wingman wipes are now available in 263 Boots stores nationwide. He will also be launching a range of shower gels, aftershaves and deodorants under the Wingman brand, over the next 18 months.

Article information taken from Wales Online