Hair care brand Frederick Benjamin launched into Target stores in February, filling a white space for men of color looking for clean-and-natural-focused products.
Founded in 2010, Frederick Benjamin is a hair care brand with products for textured hair. Having worked in the beauty industry, focusing on hair care, and as a consumer, founder Michael James said he noticed a large white space for natural products and simple routines for men of color.
The brand is both launching into 500 Target stores in February and launching into Men’s World in March. James said these launches will make products for an underserved but ever prevalent consumer more accessible in retail.
White space in textured hair care for men
James worked with L’Oreal and Revlon for around eight years and is himself a hair care consumer, and said he found that finding the right products for himself as a Black man could be difficult.