P&G men’s brand Bevel adds skin care

By Deanna Utroske

- Last updated on GMT

© Getty Images / (Wavebreakmedia)
© Getty Images / (Wavebreakmedia)
The recently acquired shaving and grooming brand developed for men of color announced a skin care line extension this week.

Bevel is one of two brands created by Walker & Company Brands, the company, founded in 2013 by Tristan Walker, intent on making “health and beauty simple for people of color,”​ according to an about video on the company’s site.

Acquired

In December, P&G acquired Walker & Company Brands. At that time, P&G made clear that “Walker & Company Brands will operate as a separate and wholly-owned subsidiary of P&G, continuing to be led by CEO and Founder Tristan Walker.” ​ 

The deal bolstered the P&G business by adding brands dedicated to meeting the needs of people of color and will facilitate the global growth of Walker & Co in terms of both scale and product innovation. Besides the men’s brand Bevel, P&G also picked up Form, a haircare brand for women of color, in the acquisition.

“When I started Walker & Company Brands, I set out to build a company that would meet the health and beauty needs of people of color on a global scale,”​ affirms Walker in a media release about the deal.

And he asserts that “having access to P&G’s outstanding technology, capabilities and expertise helps us to further realize that vision, giving us the power to scale and bring new products to people of color, while staying true to our mission and continuing to nurture the loyal community we’ve worked hard to build.”

Inspired

Bevel’s new skin care line was developed for sensitive skin and formulated to deliver benefits that men of color often appreciate. The new “line of products…addresses hyperpigmentation, inflammation, dullness and uneven skin tone,” ​according to a press release circulated on Wednesday.

“At Bevel, we understand the impacts of sensitive skin for men of color, so a skincare line was the next natural step for the brand,”​ Walker explains in that release.

“To better address all of their skin concerns and provide a better experience, we felt it was time to expand our product portfolio to meet the needs of our consumer,” ​he says.

The  four new products (each retailing for under $20.00) are: a face wash that incorporates witch hazel extract and tea tree oil, a glycolic acid exfoliating toner, a spot corrector, and a moisturizing face gel made with on-trend ingredients like algae extract and Manuka honey.

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DeannaUtroske_Editor_CosmeticsDesign

Deanna Utroske, CosmeticsDesign.com Editor, covers beauty business news in the Americas region and publishes the weekly Indie Beauty Profile column, showcasing the inspiring work of entrepreneurs and innovative brands.

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