Aaron Wallace today announces its launch into one of Britain’s best known high street retailers, Superdrug. This partnership will make Superdrug the exclusive high street stockist of the fast-growing Black male grooming brand and will see Aaron Wallace’s hair and skin care products on shop shelves across the United Kingdom.
“We are extremely excited to partner with Superdrug. This deal will ensure that, as Black men, we no longer need to go out of our way to search for hair and beard care products that work,” says CEO and co-founder Aaron Wallace. “For so long, we have had to either create our own mixes in our kitchens or simply ignore our hair and beard issues, because there were no available solutions on the market. We are changing that, not only by creating products that are good for afro hair, but by also making sure those products are accessible.”
Black men often feel overlooked by the male grooming industry and Aaron Wallace is here to change that, by putting them at the forefront of everything the company does.
“In the last year we have seen a huge boom in skin and haircare and as a result more Black men are searching for solutions that work specifically for their unique hair and skin types,” says Wallace, “Our goal is to highlight the importance of self-care among Black men while becoming a staple in their grooming routines, educating them on the importance of caring for their hair and skin.”
Building on the huge success Aaron Wallace has seen with Sainsbury’s, the brand is confident this Superdrug deal will generate similar results. “We are filling a huge gap in the market and retailers like Superdrug are taking advantage of this opportunity,” says co-founder and marketing director Lina Barker, “We know that our customers enjoying shopping directly with us online but also love the option to quickly nip to their local high street to top up, and that is why working with retailers like Superdrug is so important to us.”
From today the Aaron Wallace Hydrating Hair & Beard Shampoo, Deeply Nourishing Hair & Beard Conditioner, Softening Hair & Beard Moisturiser, Hair & Beard Oil, Exfoliating and Detoxifying Cleanser, Clear Shave Gel and Revitalising Facial Moisturiser will roll out in Superdrug stores nationwide.
