Black Male Grooming: Aaron Wallace Launches Into Sainsbury’s

Black male grooming: more accessible than ever before. Aaron Wallace (who recently launched into Liberty London) have now arrived into 190+ Sainsbury’s stories.

Aaron Wallace is quickly becoming a household name in the men’s afro hair-care space: their BRAND NEW partnership with Sainsbury’s means that their hair and beard-care products for black men will be more accessible than ever before.

“This deal will ensure that as Black men, we’ll no longer need to go out of our way to search for hair and beard care products that work. For so long, we’ve 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,” said Aaron himself.

And this change is much needed, as black men often feel overlooked by the male grooming industry. Thankfully, Aaron Wallace is here to change that, by placing black men at the forefront of everything they do: a key motivator of the brand.

“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 amongst black men, whilst becoming a staple in their grooming routines, and educating them on the importance of caring for their hair and their skin,” he 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,” said Sainbury’s Haircare Buyer, Juliette Wall.

This launch will be Aaron Wallace’s biggest launch to date. From October onwards, their Hydrating Hair & Beard Shampoo, their Deeply Nourishing Hair & Beard Conditioner, their Softening Hair & Beard Moisturiser, AND their Hair & Beard Oil will launch onto shelves in 190+ Sainsbury’s stores across the nation. 

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Aaron Wallace is a South London entrepreneur and an expert barber, – who went from hosting events at the Houses of Parliament with his previous company, to opening his own barbershop in 2014. Following the success of the shop, Aaron then went on to launch a natural hair and beard-care range for black men.

He’s since been recognised by the likes of Forbes, AskMen, Blavity, and BET as a “trailblazer” in the hair care industry, and he’s managed to get his brand listed on ASOS, Liberty London, Saks Fifth Avenue, and Zalando.

Originally launched in 2016 from the Shear and Shine Barbershop in South London, Founder Aaron saw first-hand, – the challenges faced by his clientele when it came to having access to high-quality products that would solve their hair and skin care problems.

As a black man, Aaron could personally relate to their frustrations, and he decided to do something about it: he sat down with various black men, and he asked the key questions that would allow him to form a deeper, more complex understanding of what black men actually need.

Then, he spent the next two years working alongside formulation experts and manufacturers to develop and test products that would work to improve afro hair and skin (without the use of any toxic ingredients). The product’s key ingredients, Black Seed Oil and Mango Butter, – are rich in much-needed nutrients that work(s) to combat dryness, reduce breakage, protect against environmentally-caused damage, and encourage healthier hair-growth.

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