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Aaron Wallace, Co-founder & CEO, Aaron Wallace

| 18 November 2021

Welcome to the latest episode of our Podcast series "The Beauty Edit" where we bring you inspiring stories, retail insights and conversation from the beauty sectors's most influential business leaders.

Aaron Wallace is the Co-founder and CEO of his eponymous haircare brand which creates quality products for male afro hair.

Aaron first launched the brand in 2016 under a different name, before re-branding the business to truly reflect its audience – black men, who like himself, were unable to find products easily that were suited for their hair and skin.

The product line has since been reformulated and improved, using sustainable and natural ingredients including black seed oil and mango butter to help the curls and coils found in afro hair.

The product is now stocked in the UK and US in places like Sainsbury’s, Debenhams, ASOS, Liberty and Saks Fifth Avenue, with Aaron eyeing up further expansion into other regions and retailers soon.

In this episode of's 'The Beauty Edit' podcast, Aaron tells Tom Shearsmith, Senior News and Features Writer, about how he didn’t feel catered for growing up, his desire to change the black haircare market, how it felt to be stocked in a mainstream supermarket like Sainsbury's. He also tells us how his training as a barber helped with product development, why black men perhaps don’t talk about haircare as much as they should, and why haircare is only the beginning for the Aaron Wallace brand.


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