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Black Male Grooming Brand, Aaron Wallace Launches in over 190 Sainsbury’s Stores

aaron wallace in sainsbury's
The brand is quickly becoming a household name in the men’s afro hair care space

London, UK: Aaron Wallace today 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.


About Aaron Wallace: Aaron Wallace is a hair and skincare line tailored for Black men with afro textured hair and melanated skin. Our unique formula contains ingredients that  cleanse 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 industry. Our goal is to offer Black men and men with textured hair a solution to be confident in. Shop for products via our exclusive supermarket partner Sainsbury’s.

About Sainsbury’s: Offering delicious, great quality food at competitive prices has been at the heart of what we do since John James and Mary Ann Sainsbury opened our first store in 1869. Today, inspiring and delighting our customers with tasty food remains our priority.

Our purpose is that driven by our passion for food, together we serve and help every customer.

Our focus on great value food and convenient shopping, whether in-store or online is supported by our brands – Argos, Habitat, Tu, Nectar and Sainsbury’s Bank. Sainsbury’s has over 600 supermarkets and over 800 convenience stores.

Argos is a leading digital retailer and is the third most visited retail website in the UK, with over 90 per cent of its sales starting online. Argos is conveniently available for customers to collect from hundreds of Sainsbury’s stores. Digital and technology enables us to adapt as customers shop differently and our profitable, fast-growing online channels offer customers quick and convenient delivery and collection capability.

Our 189,000 colleagues are integral to our success, now and in the future.

For more information, please contact

Contact: Lina Barker

Company: Aaron Wallace

Email: lina@byaaronwallace.com