Aaron Wallace partners with Urban Outfitters to boost US growth

Aaron Wallace's Black male grooming brand has partnered Urban Outfitters to offer US consumers better access to its range of products. 

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 British-based brand said the launch marks an "exciting milestone for the brand, as it expands its reach and continues to grow its loyal customer base". It also described the retailer as the "perfect partner", due to its diverse product offerings and commitment to supporting independent and niche brands.

Commenting on the launch, Aaron Wallace said: "We are excited to partner with Urban Outfitters to bring our line of innovative grooming products to the US market. We understand the unique needs of Black men when it comes to hair, beard and skin care, and we're thrilled to be able to offer our products to a wider audience."

Lina Barker, Co-founder and Marketing Director at Aaron Wallace, added: "In the last three months we have seen a 70% increase in traffic from the US. Working with Urban Outfitters makes complete sense and means we can now better serve our US based customers, which is very exciting and speaks to the growth we continue to experience as a brand."

Earlier this month, Aaron Wallace partnered with a number of influencers to showcase the "power of grooming and self-care for men of colour". As part of the campaign, the brand has created content and engaged in events that highlight the importance of grooming and self-care for Black men, as well as promoting the brand's line of products.

Listen to TheIndustry.beauty's podcast with Aaron Wallace.