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Black Male Grooming Brand Aaron Wallace Launches on E-comm Giant ASOS

Black-owned, Black men’s haircare brand, Aaron Wallace, today announced availability for its premium products on ASOS, the global fashion and beauty e-tailer. The partnership opens the global market of 196 countries to the burgeoning brand. Founded in 2016, by former barber, Aaron Wallace, the company is one of the first independently owned Black hair care products featured in the ASOS Men’s Face and Body category.

“Our partnership with ASOS is the next natural step in our mission to deliver equitable grooming options to Black men that meet their unique hair needs,” says CEO and Co-founder, Aaron Wallace. “While we continue to fight discrimination against afro-hairstyles here in the UK, we’re determined to remind folks to celebrate and protect their natural textures.”

Aaron Wallace’s shea, mango butter and black seed oil infused products are an award-winning ode to Black men who often feel overlooked by the beauty industry. The brand’s formula uses all-natural ingredients and targets textured hair that requires products that don’t strip away its natural oils.

“With more people all over the world staying home more and with way more time looking at themselves on screens, we’ve seen a boon in skin and haircare,” 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.”

Making the brand available to anyone globally who shops on the ASOS site, Wallace is excited to help Black men celebrate their unique hair and skincare needs wherever they may live.

Aaron Wallace is a hair and skincare line tailored for Afro and textured hair and has been in the market for over three years. Their unique formula containing all-natural ingredients cleanses 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 product industry. Their goal is to offer Black men and men with textured hair a solution to be confident in and eventually expand our product line to cover all their grooming needs. Shop for products on ASOS, Zalando, and byaaronwallace.com.

ASOS is an online retailer for fashion-loving 20-somethings around the world, with a purpose to give its customers the confidence to be whomever they want to be. Through its market-leading app and mobile/desktop web experience, available in ten languages and in over 200 markets, ASOS customers can shop a curated edit of 85,000 products, sourced from 800 of the best global and local third-party brands and its mix of fashion-led in-house labels. ASOS serves its 23 million active customers from fulfilment centres in the UK, US and Europe, delivering ASOS packages to almost every country in the world.

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