Why The Bevel Razor is Changing Shaving For Men
Tristan Walker’s Bevel Razor from Walker & Co. is a game changer. (Photo: Instagram)
There has been a lot of buzz lately in the business press about Walker & Co., who’s signature product, the Bevel razor, is a revelation to it’s users. Since raising $24 million in funding, they recently inked a deal to sell to Target starting in 2016.
The brand caters to people with course hair with products that help eliminate razor burn and irritation. Almost all men have some sort of unique challenge when it comes to shaving, but for men with sensitive skin or prone to irritation, it can be downright painful.
The most important feature about Bevel is that it works. While many people don’t like the subscription model, the announcement of product at Target sold individually is a terrific incentive for those who want to try it without the obligation.
We sat down with Tristan Walker, founder of Walker & Co. to talk shaving and business.
Bevel’s system creates a new shaving experience for men. (Photo: Bevel)
Yahoo Beauty: Men have been shaving for centuries and safety razors have been around for decades: Is Bevel more evolutionary or revolutionary with it’s new offering to the shaving industry?
Tristan Walker: It’s a bit of both. For fifteen years I thought facial hair removal was an awful experience, until we developed the Bevel Shave System. When I first started growing hair on my face, I would use a multi-blade razor and gel, and would wake up the following morning completely broken out. I then began to go to the barber instead. The problem was he would use the same electric trimmers he was using on everyone else’s head on my face, which I found pretty unappealing, not to mention it did not deliver a close shave. My last ditch option was depilatory creams, which had hazardous, harsh chemicals - also not an ideal solution.
So with Bevel, what we are delivering is revolutionary in that it addresses a problem for people of color – razor bumps and irritation - that had been completely ignored by major health and beauty companies previously. But in its radicalness, it is also evolutionary. It is a reworking of the single–blade razor, which has been tried by others but without the efficacy that Bevel delivers.
How does Bevel truly intend to differentiate their offering in such a highly competitive market?
Bevel is different from other subscription-based grooming services because it solves an acute health and beauty problem that exists in our community. Not only is Bevel the first and only shaving system designed to reduce and prevent razor bumps and irritation, but it is a product that people love. From the single mom who is teaching her son how to shave, to the soldier in the army who has to shave everyday and finally has a solution to fix the dreaded issue of irritation, to the gentleman who shaved for the first time in fifteen years, this is a product that people have a strong emotional connection to and feel passionately about.
The razor, products and packaging are all luxurious and expertly crafted. What inspired the design of the razor and packaging? What influences does Bevel use to elevate the brand?
We were inspired by the desire to deliver a first-class experience to our customers. For years, people of color have been given poorly designed and packaged products and are expected to just accept them. We wanted to show our customers that they are deserving of the absolute best in terms of product experience. For us that meant a simple, classic design. Our razor is made of brass and is fits comfortably in one’s hand. Our packaging is neat and clean. Some have compared the design to Nike or Apple. These are companies that we are known for impeccable design and we are glad to be mentioned in the same breath as them.
How does Bevel hope to become a larger part of a man’s routine?
We have Bevel Code, the first and only content site that provides grooming education, style ideas and inspiring stories for men of color. So while our customer may decide to grow a beard for a period of time, he will still be interacting with the brand through the articles on Bevel Code.
Customer acquisition and retention is critical to any business. What steps is Bevel taking to convince new customers to try the brand and what will keep them happy and engaged after the first shave?
Hearing from customers and giving customers what they want is extremely important to us, which is one of the reasons we have just announced that we will be available in select Target stores beginning in 2016. While we started with the subscription model for our shaving kits, it was always our intention to be omni-channel as we knew this is what our customers want. Our availability in Target stores and on Target.com, allows us to reach reach current and new customers in a different way.
What’s next for Bevel? In 5 years where do you envision the brand?
When I think about the future of this company, we will have multiple brands serving both men and women, solving really acute health and beauty problems that exist for people of color.
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