In 2016, Aaron Wallace launched the UK’s first black-owned grooming brand, and quickly the story of his launch went viral gaining international media exposure and a loyal following of customers who felt inspired by his story.

Fast forward to 2018 and things have taken an exciting turn for the ambitious South London-born entrepreneur who strongly felt that more needed to be done to represent black men in an industry that seems to neglect their specific hair and skin care needs. This despite black people being the biggest spenders on hair and skin care products. Aaron Wallace says:

“We understood that to build something truly great that black men everywhere could be proud of, we needed to think outside the box and focus all our attention towards our customers. We sat down with various black men and asked key questions that would allow us to form a deeper and more complex understanding of what black men actually need. We then spent the next two years working alongside formulation experts and manufacturers to develop and test products that would actually work to improve black men’s hair and skin, without the use of any toxic ingredients.”

In the last two years, Aaron and his team have invested heavily in researching ingredients like Mango Butter and Black Seed oil. Ingredients that will make a difference without causing harm. Aaron Wallace also says:

“We are a small but ambitious start-up company who is determined to build a brand that black men everywhere can be truly proud of. We are on a mission to champion black men and redefine the perception of black men worldwide. We want to inspire them to be the best they can be by looking and feeling good and exuding confidence from the inside out. That to us means making sure our ingredients are always of the highest quality.”