Proctor & Gamble Acquires Maker Of DTC Hair And Shaving Brands To Enhance Inclusivity

Proctor & Gamble Acquires Maker Of DTC Hair And Shaving Brands To Enhance Inclusivity
Beauty

The mass retailer recently acquired Walker and Company, taking its two brands FORM and Bevel under its wing to diversify its offer and reach their customer bases

Todd Neikirk
  • 18 december 2018

Walker and Company, makers of men’s grooming line Bevel, has become so popular that personal care giant Proctor and Gamble recently purchased the startup and plans to incorporate it into its inventory, making its product offering more inclusive.

Along with Bevel, Walker and Company’s stable also features FORM, a collection of personal care products designed for people of color and hair types often neglected by other brands. The brand is was founded in 2013 and has been consistently growing ever since.

The company founder, Tristan Walker, is excited about reaching a wider customer base: “I started this company to realize that vision of making health and beauty simple for people of color. This accelerates that vision.” This acquisition by P&G is beneficial for both parties: While Walker and Company can benefit from the exposure and infrastructure of the conglomerate, P&G is able to diversify its products as well as attract a customer base already loyal to the DTC brands.

Walker and Company | Proctor and Gamble


Lead image: FORM via Instagram

Walker and Company, makers of men’s grooming line Bevel, has become so popular that personal care giant Proctor and Gamble recently purchased the startup and plans to incorporate it into its inventory, making its product offering more inclusive.

+beauty
+bevel
+brand activation & immersion
+consumer goods
+form
+merchandising & curation
+P&G
+retail
+walker and company

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