Male grooming Aaron Wallace launches in Sainsbury’s in nearly 200 stores across the UK

by Dominique
5th October 2021
The brand is quickly becoming a household name in the men’s afro hair care space. Male grooming Aaron Wallace launches in Sainsbury’s in nearly 200 stores across the UK

Aaron Wallace announces its launch into one of Britain’s leading supermarkets, Sainsbury’s. This partnership will make Sainsbury’s the exclusive supermarket stockist of the fast growing Black male grooming brand and will see Aaron Wallace’s hair and beard care products on shop shelves across the United Kingdom.

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

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 they do.

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.

“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” says Haircare buyer Juliette, who has worked closely with Aaron Wallace to launch the brand in Sainsbury’s.

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.

Black men will now be able to pick up their hair and beard care products alongside their weekly shop with ease. Aaron Wallace is excited to help Black men celebrate their unique hair and skincare needs wherever they may live.


Of course, you can still shop the full range here and get the items delivered directly to your door.

Taken from Aaron Wallace 3 October 2021.

Browse the Aaron Wallace male grooming range here

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