What Bevel does

Bevel is a private U.S. men’s grooming brand founded in 2013 by Tristan Walker and operated as Walker & Co. Brands, Inc., d/b/a Bevel, under Procter & Gamble ownership. It serves primarily Black men and men with sensitive skin or textured hair needs, with a portfolio spanning shaving, skin care, body care, hair and beard care, and professional grooming tools. The brand is based in San Francisco and sells through its owned ecommerce site and Amazon rather than disclosed enterprise or wholesale customer contracts.

The product architecture combines consumable regimens and hardware. Consumables include shave kits, cleansers, exfoliating toner pads with 10% glycolic acid, face gel, body wash, lotion, deodorant, beard oil, shampoo, conditioner, and the 2026 Body Cream formulated with cocoa butter, shea butter, and hyaluronic acid. Hardware includes the Bevel Trimmer and Bevel Pro, with features such as electronic Power Fade gap control, LED gap readouts from 0.0-2.5mm, a patented Snap Lock modular attachment system, magnetic guards, and T-Blade attachments.

Revenue comes from one-time consumer product and hardware sales, replacement parts and accessories, and subscription replenishment for refills. Public pricing spans low-ticket consumables such as the $11.95 Face & Beard Wash, bundles such as the $89.95 Shave Kit, and hardware such as the $259.95 Bevel Pro; BEVEL+ adds loyalty points, VIP tiers, 15% subscription refill discounts, and referral incentives to increase repeat purchasing.

Name

Bevel

Legal name

Walker & Co. Brands, Inc.

Website

https://getbevel.com

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

51–100 employees

Short description

Bevel is a U.S. men’s grooming brand serving primarily Black men with shaving, skin, body, hair, beard, and professional grooming-tool products sold through DTC ecommerce, Amazon, one-time purchases, accessories, and subscription refills.

Ownership category

akta.pro rank

Product category

Men's Grooming Products

NAICS

Cosmetics, Beauty Supplies, and Perfume Retailers (456120), Health and Personal Care Retailers (4561)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844), Soap, Detergents, Cleang Preparations, Perfumes, Cosmetics (2840)

akta.pro primary industry

Shaving Hardware (Manual & Electric Razors) (CRABAGAA)

akta.pro secondary industries

Men’s Grooming Tools & Accessories (Brushes, Combs, Scissors, Kits) (CRABAGAJ), Shaving Prep & Post-Shave (Creams, Foams, Gels, Aftershaves) (CRABAGAB), Body Grooming & Hair Removal (Trimmers, Depilatories, Body Shave) (CRABAGAF)

Keywords

• Men's grooming products
• Shaving systems
• Black men's skincare
• Professional hair clippers
• Beard care essentials

Headquarters

HQ city

San Francisco

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Marketing or Sales, Operations, Supply Chain, Technology or R&D, Personnel, Infrastructure

Revenue model

1. Consumer Product Sales: One-time purchase model for grooming products including skincare, body care, hair care, and shaving products sold directly to consumers through owned e-commerce and Amazon marketplace.
2. Hardware Sales: Professional-grade trimmers, clippers, and grooming tools sold as one-time purchases with various blade and guard accessories available separately.
3. Subscription Replenishment: BEVEL+ loyalty program offering 15% off refills when subscribing to bundles, with double points on subscription replenishment orders. Automatic recurring revenue through scheduled refills.
4. Replacement Parts and Accessories: Separate sales of razor blades, replacement batteries, charging accessories, additional guards, and blade replacements for professional grooming tools.

Pricing tiers

Go-to-market motion2 records

Distribution channels2 records

Marketing channels6 records

Core offering

Bevel designs, manufactures, and sells head-to-toe grooming products specifically formulated for Black men, including a complete shave system (safety razor, blades, pre-shave oil, shave cream, post-shave balm), skincare, hair and beard care, body care, and professional-grade grooming tools (trimmers, clippers, blades, guards). The brand sells directly to consumers through its own e-commerce site and Amazon, with subscription replenishment options and a tiered loyalty program (BEVEL+).

Product overview

Bevel is a head-to-toe men's grooming brand founded by and for Black men, offering a comprehensive portfolio of shaving, skin care, hair and beard care, and body care products. The core product lines include the Bevel Shave System (featuring safety razors, shave creams, pre/post-shave treatments), Skin Essentials Kits, Hair & Beard care products, and professional-grade Grooming Tools including the Bevel Pro clipper series and Bevel Trimmer series. The brand also offers the Supreme Oak Collection (signature fragrance), bundled kits and regimens, and the Bevel+ loyalty rewards program. Products are formulated specifically for Black men's skin and textured hair needs, with key ingredients including tea tree oil, witch hazel, shea butter, cocoa butter, and hyaluronic acid. Distribution is through direct-to-consumer channels (GetBevel.com) and select retail partners including Amazon.

Differentiator

Problem solved

Functional benefit

Products and services

• Bevel Shave Kit Complete shaving system including the Bevel Safety Razor with 40 blades, Luxury Shave Brush, Pre-Shave Oil, Hydrating Shave Cream, and Post-Shave Balm, designed for smooth, irritation-free shaves for Black men.
• Bevel Safety Razor Precision double-edge safety razor designed for close, comfortable shaves that help protect against razor bumps and irritation.
• Bevel Essential Disposable Starter Kit Entry-level disposable razor kit for men new to the Bevel shaving system.
• Bevel Skin Essentials Kit All-in-one skin routine kit including Face Wash (aloe vera + witch hazel), Exfoliating Toner Pads (10% Glycolic Acid), and Moisturizing Face Gel, formulated to tackle blemishes, bumps, and discoloration.
• Bevel Body Cream
• Body Essentials Bundle Complete body care bundle including Moisturizing Body Wash (16 fl oz), Body Lotion (16 fl oz), and Aluminum-Free Deodorant (2.5 oz), priced at $24.95 with 15% off subscription refills.
• Bevel 2-in-1 Face & Beard Wash Dual-purpose facial cleanser that cleanses, hydrates, and brightens skin while also washing facial hair; contains tea tree oil, witch hazel, aloe vera, and Vitamin B3.
• Hair Essentials Bundle Bundle of essential hair care products including sulfate-free shampoo, conditioner, and styling products designed for textured hair.
• Bevel Beard Goals Kit Complete beard care kit including multiple beard products for comprehensive beard grooming, including beard oil, beard conditioner, and styling tools.
• Bevel Pro Professional-grade all-in-one hair clipper and trimmer with the Bevel Dial LED display, 0.0-2.5mm electronic Power Fade gap control, magnetic guards (#0-4), and up to 4 hours of cordless runtime, priced at $259.95.
• Bevel Trimmer Premium beard trimmer with 8-hour rechargeable battery life, zero-gap blade, tool-free adjustments, and sleek black cordless design, priced at $149.95.
• Bevel Trimmer SE Lightweight precision trimmer (39% lighter than the metal-body trimmer) with 4 hours of rechargeable battery life, square blade for line-ups, and tool-less adjustments, priced at $99.95.
• Bevel Pro + Pro T-Blade Bundle Professional clipper and trimmer combo bundle including the Bevel Pro with Pro T-Blade attachment, plus guards #0-4, charger, pouch, brush, and oil, priced at $279.95.
• Supreme Oak Collection Signature fragrance collection featuring a warm blend of Sweet Almond (top note), Bourbon (heart note), and Birch Wood (base note), available across body wash, lotion, and shave product categories.

Quantifiable outcome

• 4.8-4.9 out of 5 stars average rating across major products based on thousands of verified customer reviews
• +2 more outcomes

Named customers1 record

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

One partnership is on record.

• Larenz TateflagshipGTM or Marketing Partner · 17 March 2026Actor, producer, and director Larenz Tate partnered with Bevel as brand ambassador for the launch of the Bevel Body Cream in March 2026. Tate embodies the brand's focus on consistent care, confidence, and attention to detail, serving as the face of the new product line targeting Black men's unique moisture needs.

Scale indicators4 records

Recent moves3 records

Expansion highlights5 records

Direct peers

• Scotch Porter: Scotch Porter is a men's grooming brand specifically formulated for Black men, offering beard care, skincare, and hair products through DTC channels. It is the closest direct competitor to Bevel in the Black men's grooming niche, serving the same target customer with similar product categories.
• SheaMoisture: SheaMoisture (under Unilever) is a leading brand offering hair, skin, and body care products formulated for Black consumers with textured hair and skin needs. While broader in target demo than Bevel, it competes directly in the same Black consumer grooming space with overlapping product categories.
• PATTERN Beauty: PATTERN Beauty, founded by Tracee Ellis Ross, offers hair care products specifically designed for curly, coily, and textured hair—a core consumer segment overlapping with Bevel's primary customer base. Both brands share a mission-driven approach to serving Black consumers.
• Cantu Beauty: Cantu is a mass-market hair care brand specializing in products for textured, curly, and natural hair. It overlaps with Bevel in serving Black consumers with grooming needs, particularly in hair care and styling product categories.
• Harry's: Harry's is a leading men's grooming DTC brand offering razors, shave care, beard products, and body care. While targeting men broadly rather than specifically Black men, it competes with Bevel in the same DTC men's shave and grooming category with similar business model and price points.
• Dollar Shave Club: Dollar Shave Club (now under Unilever) pioneered the men's razor subscription DTC model and offers shave, skin, and body products. It competes with Bevel in the men's grooming subscription/refill business model and shave system category.
• Dr. Squatch: Dr. Squatch is a men's grooming DTC brand focused on natural bar soaps, body care, and deodorant products with strong brand identity. It competes with Bevel's body care and skin product lines through a similar DTC subscription model.
• Manscaped: Manscaped is a men's personal care and grooming tool brand specializing in electric trimmers and below-the-waist grooming products. It overlaps with Bevel's hardware business (trimmers, clippers) and men's grooming DTC model, though targeting a different specific use case.

Broad incumbents

• Gillette: Gillette is the dominant global men's shaving brand and a sister P&G brand to Bevel. It competes broadly in razors, blades, and shave care products at massive scale, representing the incumbent competitive benchmark that Bevel differentiates against through community-focused positioning.
• Wahl Professional: Wahl is a leading manufacturer of professional-grade hair clippers, trimmers, and grooming tools with deep penetration in the barber channel. It is a direct competitive threat to Bevel's professional grooming tools business (Bevel Pro, Trimmer series) on features, brand recognition, and professional relationships.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/bevel
• Facebookfacebook.com/bevel

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Bevel