E Blog Articles, Beard Care, Hair Care

Black Male Grooming Brand Aaron Wallace Launches in Iconic Luxury Department Store, Liberty London

London, United Kingdom [February 26, 2021] -Aaron Wallace today announces its launch into iconic Luxury retailer Liberty London. This partnership firmly cements Aaron Wallace’s place in the burgeoning male grooming market and brings much needed diversity to the sector.


“Our partnership with Liberty London builds on our existing partnership with ASOS and helps further our mission to deliver quality grooming products, combined with a great shopping experience, to all Black men in the UK” says CEO and Co-founder, Aaron Wallace. “Diversity in male grooming is long overdue and we are delighted to be working with forward thinking retailers like Liberty London to make that happen”


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 who visits the iconic Liberty London store in the heart of the West End or via their dedicated e-commerce platform libertylondon.com, Wallace is excited to help Black men celebrate their unique hair and skincare needs wherever they may live

About Aaron Wallace

Aaron Wallace is a hair and skincare line tailored for Afro and textured hair and has been in the market for over three years. Our 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. Our 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, Liberty London, and byaaronwallace.com.

About Liberty London

Liberty, commonly known as Liberty’s, is an iconic luxury department store in London, England. Known around the world for its close connection to art and culture, it is most famous for its bold and floral print fabrics. The vast mock-Tudor store also sells men’s, women’s and children’s fashion, beauty and homewares from a mix of high-end and emerging brands and labels. The store is known to spot and champion young designers at the start of their careers, and many now-prominent brands were first available at Liberty. The store played essential role in spreading and popularizing Modern Style (British Art Nouveau style) This continues Liberty’s long reputation for working with British artists and designers

For more information, please contact

Contact: Lina Gadi

Company: Aaron Wallace

Email: lina@byaaronwallace.com