Sainsbury’s Extends Exclusive Partnership with Britain’s Leading Black Male Grooming Brand, Aaron Wallace, Following Hugely Successful Year

Firmly cementing the brand as a favourite amongst Sainsbury’s Black shoppers

London, January 2023: Sainsbury's is extending its exclusive partnership with popular Black male grooming brand, Aaron Wallace, after a hugely successful first year together. The partnership was launched in 2021, which saw Aaron Wallace become the first brand of its kind to launch in a nationwide supermarket. It is now a firm favourite amongst Sainsbury's shoppers and continues to be the preferred choice for Black men looking for hair and skin care products to help them look and feel great. Now, this exciting partnership is set to continue as Sainsbury's will be the sole supermarket to sell Aaron Wallace products in the UK.

“Extending and growing our partnership with Sainsbury’s was always an important goal for us and we are delighted to have achieved that. Our partnership is necessary for Black consumers who have been underserved and overlooked for far too long. Sainsbury’s is such a forward thinking retailer and their mission to better serve their diverse customer base is the reason we continue to see them as the perfect retail partners for the brand”, says Founder and CEO, Aaron Wallace.

The launch delighted Black men who had never been able to purchase the products they wanted in the same place as everyone else.

“This is monumental, not just for us as a brand but for Black hair and skin care as a whole. It proves that focusing on serving diverse customers, based on their unique needs is a huge benefit to retailers. They increase their revenue, bring in new customers and create loyalty amongst Black customers who finally feel seen. We are so excited to continue growing Aaron Wallace within Sainsbury’s and can’t wait to see what 2023 has in store for us”, says co-founder and Marketing Director, Lina Barker.

The range has been developed by the award-winning barber and entrepreneur, Aaron Wallace, who is an expert in Black hair and skin care. Using only natural ingredients, the Aaron Wallace range of products helps Black men solve problems like dryness, which leads to hair breakages, ingrown hair as a result of poor skin care and shaving techniques, and general maintenance.

Both their hair care and skin care line of products can be found in Sainsbury’s stores nationwide and online.

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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.

For more information, please contact

Contact: Lina Barker

Company: Aaron Wallace