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Aaron Wallace names Superdrug as exclusive high street partner

Sophie Smith
27 January 2023

Aaron Wallace's Black male grooming brand has named Superdrug as its new and exclusive high street partner, strengthening the retailer's desire to provide products for all hair and skin types. 

Founded in 2016, Aaron Wallace is a vegan haircare and skincare brand tailored for Black men with afro textured hair and melanated skin. Its mission is to "champion and redefine the perception of Black men worldwide and solve many of the hair and skin care challenges they face".

The brand's launch at Superdrug includes its 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.

Building on the "huge success" Aaron Wallace has seen with Sainsbury’s, the brand said it is "confident that the Superdrug deal will generate similar results".

Aaron Wallace

Aaron Wallace, Founder of Aaron Wallace

Aaron Wallace joins Superdrug's portfolio of Black-founded businesses, including Carol’s Daughter, Nylah’s Naturals and Afrocenchix. Looking at consumer insights and habits from the last 12 months, Superdrug recently revealed that inclusivity and diversity within the beauty industry will remain a top priority in 2023.

Commenting on the launch, Aaron Wallace said: “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.

"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.

"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. 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."

Listen to's podcast with Aaron Wallace.

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