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Black male grooming brand Aaron Wallace launches in over 190 Sainsbury’s stores

Tom Shearsmith
30 September 2021

Aaron Wallace has announced it will exclusively launch in over 190 Sainsbury's stores across the UK, marking the physical retail debut of the fast growing Black male grooming brand.

Aaron Wallace is a hair and skincare line tailored for Black men with afro textured hair and melanated skin. The brand's unique formula contains ingredients that cleanse the hair without stripping out natural oils, strengthening even the coarsest of hair types while drawing attention to a demographic often forgotten by a multi-billion dollar grooming industry.

This launch will be the biggest to date for the London-based brand. From October the Aaron Wallace Hydrating Hair & Beard Shampoo, Deeply Nourishing Hair & Beard Conditioner, Softening Hair & Beard Moisturiser and their Hair & Beard Oil, will roll out in over 190 Sainsbury’s stores across the country.

Sainsbury’s now has dedicated Beauty Transformation aisles in more than 200 of its stores nationwide featuring tailored displays and lighting, supported by dedicated beauty experts to offer customers a more personalised service and advice on its extensive ranges.

Aaron Wallace, Co-Founder and CEO, commented: “We are extremely excited to partner with Sainsbury’s. 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.

Juliette Wall, Haircare Buyer at Sainsbury's added: “At Sainsbury’s, we are striving to make Beauty accessible for all. I am thrilled to announce the launch of Aaron Wallace, a brand that will help us on our journey to fulfil this mission by providing customers with the true breadth and depth of offer that they deserve, whilst innovating within and optimising our Haircare range. We hope our existing and new customers are as excited as we are.”

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