Raised in South-East London and educated at the University of Westminster, Aaron Wallace recognized barbershops as hubs within Black communities in the U.K. and around the world. When Wallace opened his own barbershop early in his professional career, he was bombarded with questions about which products Black men could utilize to meet their unique haircare needs; and like all great innovators, he recognized an unfulfilled necessity.

Hair & Beard Moisturiser with Mango + Blackseed

Hydrating Hair & Beard Shampoo

Mango Butter & Black Seed Conditioner

Inspired to find the solution to said questions, Wallace researched which ingredients would create a product tailor-made for male afro hair. When his experiments yielded results, he decided to launch his own haircare and grooming line with the help of cofounder and marketing head Lina Gadi. The pair pushed for their products to reach broader and broader audiences, meeting some resistance along the way. The demand however, was too big to ignore.

Hair & Beard Oil

Wallace had successfully developed a line of non-toxic, nutrient-rich products catering exclusively to the under-represented afro hair market. From these victories, the eponymous brand ‘Aaron Wallace’ was born. Their range of products includes shampoo, conditioner, and beard oil, among other exciting self-care concoctions. This year sees the UK-based Black-owned business expand and launch in North America to better serve those looking to live their best hair lives.

Discover the best Aaron’s wallace products for you and the men in your life here and on Instagram!