Bevel grooming products stand up to specific needs of Black male consumers

Bevel, the grooming brand made by Walker & Co., successfully tapped into a gap in the market when it came to meeting the distinct personal-care needs of Black men.

Why it matters

Brands are seeking to demonstrate their support to the Black community with positive statements and purpose-driven actions. In many cases, however, products in categories such as grooming, style and beauty are not engineered with this audience in mind.


  • Serving Black consumers requires a holistic approach that spans from research and development through to insights generation and advertising.
  • Differentiation can be achieved in product attributes as much as brand strategy when marketers are solving common, but neglected, painpoints.
  • Authentically connecting with culture is invaluable for brands that want to reach younger consumers who often regard themselves as...
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Insights Team
Bray Leino

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