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Published
Jul 11, 2017
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Silicon Valley success story Tristan Walker launches hair care line at Sephora

Published
Jul 11, 2017

Newly launched women’s haircare line Form—the second brand produced by Walker & Company Brands, a four-year-old beauty startup from previous Silicon Valley success story Tristan Walker—announced it has partnered with Sephora to sell its line of ten cleansing, hydrating, styling and finishing products ($22-$32) online before transitioning into the brick-and-mortar space in the fall.
 

Form Beauty launches at Sephora - FORM Beauty


Despite reportedly touting itself as a company that aims to be the “Procter & Gamble for people of color,” Walker & Company Brands is marketing the Form line to all women regardless of race or hair texture. The company’s first product—the Bevel Shave System, an innovative single-blade razor designed to help men of color avoid razor bumps—has been selling in Target stores, but Form will not be sold in the discount retail space.
 
While the FormBeauty.com website provides consumers with the option to participate in a Q&A in an effort to receive product recommendations, Sephora.com won’t offer this function, but Walker & Brands is considering it as a future initiative.

Since its inception, Walker & Company Brands has raised $33.3 million in venture funding. According to a 2013 Nielsen report, the spending power of black consumers is anticipated to reach $1.3 trillion in 2017—the black hair care market reached $2.7 billion in 2015, as researched by Mintel.

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