In today’s black history news, men’s grooming company Bevel is now sold at Target! If you haven’t heard of Bevel, nor of the amazing hustler story of founder Tristan Walker, then you’ve probably been sleeping under a rock. Or perhaps you’re so busy dealing with all the hair on your head, you don’t have time to think about men’s grooming
Essentially, Bevel is “a single-blade razor system for men and women with coarse, curly hair which addresses the problem of razor bumps and skin irritation that affects up to 80% of African Americans and up to 30% of people of other races.” They also recently came out with a trimmer, which was endorsed – with a dope commercial! – by everyone’s favorite fine and conscious rapper, Nas.
Late last year when news broke out that the line of shaving products would appear in Target, I did a slow clap because I knew this was a win for us all. More access to grooming products that reduce razor burns and ingrown hairs will make more confident black men, which will foster black love… and you know I love black love! (Yes, this is how my brain works). I mean razor bumps are to black men as dry hair is to black women – we’re always struggling with them!
While I am totally excited for Bevel’s growth to Target – especially because Tristan Walker, like my fiance, was a Stanford MBA graduate – I’m not sure the partnership would have been possible without the hard work of the fairy godmothers of the present-day black beauty industry. Lisa Price, The Miko Sisters, and Jane Carter broke into Target years ago and their vision, supported by the natural community’s support, has led to an influx of hair and beauty brands crafted especially for people of color and their curly and coarse hair. In recent years, TGIN, Camille Rose Naturals, Eden Body Works, and Alikay Naturals have popped up in Targets everywhere – let alone Shea Moisture who pretty much dominates half the aisle.
Since natural hair beauty brands – and black women’s moral and economic support of them – made big retailers like Target see the value in black dollars that support products that work for rather than against us (yes, relaxers have always been at Target, but those are not meant to work with our hair, but to change it), Bevel has been able to enter and transform the space in a BIG way. It’s one thing to have products for us in stores, but tools too? I can’t wait for even more!
DO YOU THINK THE ECONOMIC POWER OF BLACK WOMEN PAVED THE WAY FOR BEVEL TO ENTER TARGET? WILL YOU BE CHECKING OUT BEVEL SHAVE SYSTEMS FOR YOURSELF OR A FRIEND?
About the Author: Ijeoma is a natural hair and lifestyle blogger, world traveler, and PhD student based in New York City. Always a writer, Ijeoma began her website, KlassyKinks.com, in 2013 with the mission to change perceptions of kinky textured hair around the world. She has an international presence, and has participated in hair and beauty events in South Africa, Kenya, and her birthplace of Nigeria as an invited speaker. A graduate of both Harvard and Columbia Universities, Ijeoma also hopes to encourage scholarly pursuits in young black women.