Britain’s Leading Black Male Grooming Brand Aaron Wallace Launches In Superdrug Stores Across The Country


Men’s hair and skincare line, Aaron Wallace has officially announced its launch into one of Britain’s most popular health and beauty retailers, Superdrug. This partnership will make Superdrug the only high street chain in stocking the fast growing Black male grooming brand’s hair and skin care products on shelves in all of the 830 Superdrug branches in the UK.

From today the 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 will roll out in stores nationwide.  

Black men often feel overlooked by the male grooming industry however Aaron Wallace is changing that, by putting them at the forefront of everything they do. With a unique formula containing ingredients that cleanse the hair without stripping out natural oils, strengthening even the coarsest of hair types whilst drawing attention to a demographic often forgotten by a multi-billion dollar grooming industry. 

CEO and Co-founder, Aaron Wallace couldn’t hide his excitement in wake of the new partnership, he 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.”

With many men having resorted to creating their own hair and skincare recipes at home, he continues, “We are changing that, not only by creating products that are good for afro hair, but by also making sure those products are accessible”. 

The past year has seen an increase in popularity for personal care products, with many Black men searching for solutions that work specifically for their unique hair and skin types, Wallace adds: “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.” 

Building on the huge success Aaron Wallace has seen with Sainsbury’s in the past, the brand is confident this Superdrug deal will generate similar results. “We are filling a huge gap in the market and retailers like Superdrug are taking advantage of this opportunity”, says co-founder and Marketing Director Lina Barker, “We know that our customers enjoying shopping directly with us online but also love the option to quickly nip to their local highstreet to top up and that is why working with retailers like Superdrug is so important to us.”

Shopping for your go-to grooming products has never been easier, you can find the full range of Aaron Wallace products available to shop in your local Superdrug now!

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