What Walker & Company Brands does

Walker & Company Brands is a U.S.-based consumer goods company founded in 2013 by Tristan Walker, operating primarily through its flagship brand Bevel — a direct-to-consumer grooming brand designed specifically for Black men. The company was acquired by Procter & Gamble in 2018 and currently operates as a wholly-owned subsidiary within P&G's consumer products portfolio. Bevel's product portfolio is organized around a head-to-toe grooming philosophy, anchored by a single-blade safety razor shaving system engineered to shave at skin level and prevent razor bumps and ingrown hairs common with coarse, curly hair textures. The line has expanded into beard care, textured hair care (sulfate-free shampoo, conditioner, hair oil), body care (body wash, lotion, aluminum-free deodorant), facial skincare (exfoliating toner with 10% glycolic acid, face gel), and professional-grade hardware devices including the Bevel Pro clipper and Electric Foil Shaver.

The company generates revenue through a multi-channel model. Primary revenue comes from direct-to-consumer e-commerce via getbevel.com, with Shopify-powered storefront operations offering the full product range, 30-day money-back guarantee, and subscription bundle refills at 15% off. Secondary distribution is via Walmart retail, which also supports the #homeforgood social impact initiative linking a portion of sales to anti-recidivism efforts. Hardware devices represent a higher-AOV revenue stream, with the Bevel Pro priced at $259.95, while entry SKUs start around $11.95. Marketing centers on community-driven channels: celebrity endorsement (Larenz Tate), organic social media, and cause marketing through the #homeforgood recidivism initiative. The company's headquarters are in San Francisco/Palo Alto, with a current headcount of 11-50 employees consistent with a lean P&G subsidiary structure.

Name

Walker & Company Brands

Legal name

Walker & Company

Website

https://walkerandcompany.com

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

11–50 employees

Short description

Walker & Company Brands operates Bevel, a direct-to-consumer head-to-toe grooming brand offering razors, skincare, hair care, body care, and grooming devices formulated specifically for Black men, sold via e-commerce, Walmart retail, and subscription bundles.

Ownership category

akta.pro rank

Product category

Men's Grooming and Personal Care

NAICS

Cosmetics, Beauty Supplies, and Perfume Retailers (456120)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

Body Grooming & Hair Removal (Trimmers, Depilatories, Body Shave) (CRABAGAF)

akta.pro secondary industries

Beard & Mustache Care (Oils, Balms, Waxes, Wash) (CRABAGAC), Barber & Professional Men’s Grooming Products (CRABAGAK), Men’s Haircare (Beard, 2-in-1, Styling) (CRABABAI), Hair Brushes, Combs & Detangling Tools (CRABAKAG)

Keywords

• Men's grooming products
• Black men's skincare
• Safety razor systems
• Textured hair care
• Direct-to-consumer beauty

Headquarters

HQ city

Palo Alto

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct Product Sales: Bevel generates primary revenue through direct-to-consumer sales of grooming products including shaving kits, beard care, hair care, body care, and grooming devices through its e-commerce platform and retail partners like Walmart.
2. Subscription/Replenishment: Bevel offers subscription plans for shave kit refills and bundle products, providing recurring revenue with a 15% discount incentive for subscribers. The subscription model ensures recurring customer purchases of consumable products like razor blades, shave cream, and post-shave care.
3. Hardware Devices: Revenue from electric trimmers, clippers, and grooming devices including the Bevel Pro, Bevel Trimmer SE, and accessories like charging stands and replacement blades.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels5 records

Core offering

Walker & Company Brands manufactures and sells the Bevel brand of head-to-toe grooming products—including shaving systems, beard care, textured hair care, body care, facial skincare, and electric grooming devices—formulated specifically for Black men's skin and coarse, curly hair. Products are sold primarily direct-to-consumer through getbevel.com and via retail partner Walmart, with a refill subscription program offering 15% off recurring bundles.

Product overview

Walker & Company Brands operates primarily through its Bevel sub-brand, which is the first and only head-to-toe grooming brand specifically crafted for Black men. The product portfolio is organized around a comprehensive grooming system philosophy, where products are designed to work together as complete routines rather than standalone solutions. The core offering centers on the Bevel Shave System (including the safety razor, shave brush, pre-shave oil, shave cream, post-shave balm, and razor blades) designed to prevent razor bumps and irritation common with coarse hair. This is complemented by dedicated beard care products (beard oil, conditioner, pomade), hair care (sulfate-free shampoo, conditioner, hair oil, daily hair lotion styler), body care (body wash, body lotion, deodorant, exfoliating bar soap), and facial skincare (face gel, exfoliating toner, post-shave bump control). The company also offers professional-grade grooming devices including the Bevel Pro clipper, Bevel Trimmer, and Bevel Electric Foil Shaver, along with replacement blades, charging accessories, and various bundled kits. The products are formulated with science-backed ingredients tailored for sensitive skin and textured hair, featuring key ingredients like shea butter, coconut oil, argan oil, tea tree oil, and glycolic acid. Distribution is primarily through direct-to-consumer e-commerce at getbevel.com and select retail partners including Walmart.

Differentiator

Problem solved

Functional benefit

Brands

• Bevel: Head-to-toe grooming brand specifically crafted for Black men, offering shaving, skincare, hair care, and body care products formulated for textured hair and sensitive skin.

Products and services

• Bevel Shave Kit A complete wet shaving system including a double-edge safety razor, luxury shave brush, pre-shave oil, hydrating shave cream, post-shave balm, and 40 blades designed to prevent razor bumps and irritation, sold for $89.95 with a 30-day money-back guarantee.
• Bevel Safety Razor A single-blade safety razor that shaves at skin level to prevent nicks, tugs, and razor bumps by removing hair from the skin's surface rather than beneath it.
• Bevel Razor Blades Double-edged stainless steel razor blades designed to glide across skin with minimal friction and help prevent razor bumps, available in packs of 20 or 40.
• Bevel Pre-Shave Oil A pre-shave treatment oil made with sunflower seed oil, castor, and olive oils that creates a lubricating layer to soften hair and skin for a smoother shave.
• Bevel Shave Cream A moisturizing shave cream formulated with aloe vera, shea butter, and comfrey extract that creates a protective layer for comfortable razor glide.
• Bevel Post-Shave Balm An alcohol-free post-shave balm with tea tree oil, witch hazel, lactic and salicylic acids that soothes, hydrates, and reduces inflammation and irritation.
• Bevel Shave Brush A luxury shave brush with triple-action performance that hydrates, lifts hair, and gently exfoliates for a better shave experience.
• Bevel Premium Shave Stand A sleek, functional stand with a nonslip weighted base that safely air-dries the safety razor and shave brush, protecting tools and extending their lifespan.
• Bevel Post Shave Bump Control A post-shave treatment with 10% glycolic acid and green tea that fights razor bumps, exfoliates dead skin cells, and soothes redness without harsh alcohols.
• Bevel Clear Shave Gel A non-foaming clear shave gel with aloe vera and cucumber extract that provides visibility, smooth glide, and protection while reducing nicks, cuts, and irritation.
• Bevel Essential Disposable Razor A disposable safety razor made with 45% wheat straw plastic alternative, preloaded with stainless steel double-edge blades for convenient bump-free shaving.
• Bevel Essential Disposable Starter Kit A convenient shave system including disposable safety razors, clear shave gel, and bump control aftershave designed for on-the-go grooming.
• Bevel Shave Kit Refill Pack A refill pack containing 40 razor blades, pre-shave oil, shave cream, and post-shave balm to restock the core shave system; eligible for the 15% subscription discount.
• Bevel Beard Goals Kit A comprehensive beard care kit including beard conditioner, pomade, and beard oil to keep facial hair soft, healthy, and styled.
• Bevel Beard Oil A beard oil that adds sheen, reduces frizz, and locks moisture into the beard and underlying skin with a lightweight formula.
• Bevel 2-in-1 Pomade A lightweight beard pomade made with sweet almond oil and shea butter that helps reduce frizz and flyaways, keeping beard polished.
• Bevel Beard Conditioner A beard conditioner that nourishes, prevents breakage, and gently detangles coarse, curly beard hair.
• Bevel 3-in-1 Hair Oil A moisture-rich hair oil with soybean oil, coconut oil, avocado oil, and tea tree oil that leaves curls lightweight and manageable without frizz.
• Bevel 2-in-1 Strengthening Shampoo and Conditioner A sulfate-free shampoo and conditioner combination formulated for textured hair that cleanses while locking in moisture.
• Bevel Sulfate-Free Shampoo A moisturizing shampoo formulated without sulfates and silicones that prevents drying out of hair.
• Bevel Sulfate-Free Conditioner A sulfate-free conditioner with coconut oil and shea butter that moisturizes, conditions, and detangles hair.
• Bevel Daily Hair Lotion Styler A conditioning leave-in styler with cannabis sativa seed oil and biotin that moisturizes, strengthens hair, detangles, and controls frizz for textured hair.
• Bevel Brush & Comb Set A grooming tool set including brush and comb for styling and maintaining textured hair.
• Bevel Body Essentials Bundle A body care bundle including moisturizing body wash, body lotion, and aluminum-free deodorant sold for $24.95.
• Bevel Moisturizing Body Wash A hydrating body wash with hydrated silica, charcoal, and argan oil that exfoliates and soothes skin while removing impurities.
• Bevel Exfoliating Body Wash An exfoliating body wash that deep cleanses skin with gentle exfoliation for smooth, refreshed results.
• Bevel Body Lotion A lightweight ultra-hydrating body lotion infused with shea butter and argan oil that locks in moisture and softens skin.
• Bevel Aluminum-Free Deodorant An aluminum-free deodorant with coconut oil and shea butter that provides clear protection, fights odor, and glides through coarse underarm hair without streaks.
• Bevel Exfoliating Bar Soap A dermatologist-tested exfoliating bar soap with pumice, jojoba seed powder, cocoa butter, and shea butter that gently cleanses and exfoliates skin.
• Bevel Moisturizing Face Gel A clear hydrating face gel with tea tree oil, apple extract, vitamin C, and honey that restores and balances sensitive skin while reducing dryness and oiliness.
• Bevel Exfoliating Toner A 2-in-1 exfoliating toner with 10% glycolic acid, lavender, and green tea that provides deep cleansing without harmful microbeads to reduce ingrown hairs and blemishes.
• Bevel Body Cream A body cream product for deep moisturization and skin care.
• Bevel 2-in-1 Face & Beard Wash A 2-in-1 face and beard wash product sold for $11.95 as a best-selling daily-cleansing item for face and beard.
• Bevel Pro A professional-grade hair clipper and trimmer for precise grooming and lineup work, priced at $259.95 with accessories.
• Bevel Trimmer A hair trimmer for grooming and shaping facial hair and hairlines.
• Bevel Trimmer SE A streamlined edition trimmer for efficient grooming and trimming, priced at $99.95 as an entry-level electric trimmer.
• Bevel Electric Foil Shaver An electric foil shaver for smooth, clean shaves with precision performance.
• Bevel Charging Stand A charging dock for Bevel trimmers and clippers that keeps tools organized, powered, and ready for use.
• Hair Essentials Bundle A hair care bundle including sulfate-free shampoo, conditioner, and pomade for textured hair care.
• Hair Essentials Bundle (with hair oil) An extended hair care bundle including sulfate-free shampoo, conditioner, pomade, and 3-in-1 hair oil for complete textured hair care.
• Bevel Limited Edition Gift Set A limited edition gift set featuring 2-in-1 strengthening shampoo and conditioner, deodorant, moisturizing body wash, and body sponge in a Supreme Oak scent.
• Bevel Skin Essentials Kit A skin care kit including face wash, gel, and pads for a basic skincare regimen, sold as a best seller for $34.95.
• Clear Shave Gel + Bump Control Bundle A combination product pairing clear shave gel with bump control aftershave for a complete shave experience.
• Bevel Digital Gift Card Digital gift cards available in denominations of $25, $50, $100, $250, $350, and $500 for convenient gifting.

Quantifiable outcome

• 87% of Black men are re-incarcerated within a few years of being released from prison - Bevel's #homeforgood initiative addresses this through anti-recidivism donations
• +1 more outcomes

Named customers2 records

Segments2 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

One partnership is on record.

• WalmartcoreChannel Partner/ Reseller/ DistributorBevel partners with Walmart for retail distribution, and critically, a portion of all Bevel sales at Walmart supports the #homeforgood initiative dedicated to ending recidivism through anti-recidivism legislation, continuing education, and job training for returning citizens.

Scale indicators2 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• SheaMoisture: SheaMoisture (acquired by Unilever) is a Black-founded beauty and personal care brand focused on textured hair and skin needs — the closest direct peer to Bevel, sharing target audience (Black consumers), product categories (hair, body, skin), and cause-marketing heritage.
• Harry's: Harry's (now owned by Edgewell) pioneered the direct-to-consumer men's shaving model with subscription refills — a directly comparable business model, GTM motion (DTC + retail), and category focus (shaving systems) that Bevel also operates.
• Dollar Shave Club: Dollar Shave Club (acquired by Unilever) pioneered the men's grooming subscription model with consumable razor delivery — directly comparable to Bevel's shave kit refill subscription and target audience of mainstream men's shavers.
• Dr. Squatch: Dr. Squatch is a men's personal care DTC brand focused on natural ingredients, offering subscription bundles — closely comparable to Bevel on business model, GTM, and the modern men's grooming positioning.
• Cremo: Cremo is a men's grooming brand offering shaving, beard, and skincare products through DTC and mass retail — directly comparable category overlap and channel mix with Bevel.
• Duke Cannon: Duke Cannon is a men's grooming brand with a humorous, masculine brand identity sold across mass retail and DTC — comparable to Bevel on category focus and big-box retail distribution.
• Jack Black Skin Care: Jack Black is a men's skincare and grooming brand with multi-category product lines including shave, body, hair, and skincare — closely aligned with Bevel's head-to-toe product portfolio and premium positioning.

Emerging players

• Beardbrand: Beardbrand is a men's grooming brand with strong focus on beard care, sold DTC — a partial peer to Bevel's beard care line, sharing the men's grooming DTC positioning but without Bevel's textured-hair specialization.
• Carol's Daughter: Carol's Daughter (acquired by L'Oréal) is a Black-founded beauty brand focused on textured hair and skin — comparable to Bevel on target audience (Black consumers), product categories, and cause-marketing heritage.

Broad incumbents

• Old Spice: Old Spice is a P&G-owned mass-market men's grooming brand covering shaving, body, and deodorant — a sibling brand within the P&G portfolio and the broad incumbent that Bevel competes against for shelf space and consumer mindshare.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/walkercobrands
• Facebookfacebook.com/walkerandcompany

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Funding overview

Funding rounds4 records

Investors16 records

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 Walker & Company Brands