EAST STROUDSBURG, Pa. — Game Face Grooming is expanding its distribution across drug, grocery and college retail channels, with a nationwide CVS holiday program featuring NBA-licensed sneaker cleaning gift sets scheduled to launch on November 1.
The men’s personal care company said recent and upcoming expansion involves CVS Health, Follett College Stores, Hannaford, Giant and ShopRite. The growth supports its effort to build a national brand spanning skincare, grooming and footwear care.
CVS is a central part of that strategy. Game Face Grooming is currently sold in select CVS Beauty in Real Life locations, with an assortment of five products: Deep Cleansing Face Wash, Silk Shave Cream, The Balm Body Lotion, SPF 50 Sport Sunscreen and Game Face Sneaker Cleaning Wipes.
The assortment combines conventional personal care products with portable footwear cleaning wipes, which the company describes as patented and suitable for sneakers, golf shoes, cleats, dress shoes and other footwear.
“Launching in CVS Beauty in Real Life stores is a meaningful milestone for Game Face Grooming,” said Philip Williams, the company’s founder and chief executive officer. “This brand was built around confidence, consistency and products that solve real problems without making a guy’s routine more complicated.”
The upcoming holiday launch will broaden the relationship through an exclusive CVS retail program. The sneaker cleaning gift sets will feature branding from seven NBA teams: the Boston Celtics, New York Knicks, Miami Heat, San Antonio Spurs, Los Angeles Lakers, Golden State Warriors and Dallas Mavericks.
The collection brings together sports licensing, sneaker care and holiday gifting, giving Game Face another avenue to introduce consumers to its broader assortment.
“Sports has always been part of the DNA of Game Face Grooming, but the opportunity for our brand goes well beyond sports,” Williams said. “The NBA collection allows us to connect with consumers through something they are passionate about while introducing them to a broader grooming brand built around performance, confidence and being ready for whatever comes next.”
Beyond CVS, the company is pursuing distribution in channels that reach consumers at different points in their daily routines. Follett College Stores provides access to students and campus communities, while Hannaford, Giant and ShopRite extend the brand’s presence in grocery stores.
Game Face positions its products around straightforward routines for work, exercise, travel and everyday use. Its expansion into footwear care is intended to extend that positioning beyond traditional men’s grooming categories while providing retail partners with a differentiated assortment.
“We want Game Face Grooming to own the space between personal care and active living,” Williams said. “Our goal is not simply to put another product on the shelf. We want to create products that earn their place in a man’s routine and, at the same time, give our retail partners something differentiated that can bring new energy and new consumers into the category.”
Game Face plans to continue expanding distribution, developing retail partnerships and introducing products throughout 2027. It intends to support that growth with founder- and creator-led marketing, social media content and product education aimed at building awareness, encouraging trial and driving shoppers into stores.
