BEVEL Expands Retail Presence with Launch of Trimmer SE at Ulta Beauty

In a significant move for the grooming industry, BEVEL, the award-winning personal care brand catering to men with curly, textured hair and melanin-rich skin, has announced the launch of its new BEVEL Trimmer SE in Ulta Beauty stores and on Ulta.com starting September 2024. Priced at $99.95, this launch represents a major step in expanding access to specialized grooming tools for a diverse customer base.

The BEVEL Trimmer SE is designed with mobility and convenience in mind. It features a lightweight plastic body that is 39% lighter than BEVEL's Premium Trimmer, making it ideal for professionals on the go and young men starting their grooming journey. The cordless device boasts up to 4+ hours of rechargeable battery life, ensuring long-lasting performance without the need for frequent charging.

What sets the Trimmer SE apart is its use of BEVEL's iconic blades, which are engineered to repel dirt, oil, and buildup that can cause skin irritation. This feature addresses a common concern among men with sensitive skin or those prone to razor bumps. Additionally, the trimmer includes the Bevel Dial™ for tool-free zero-gap adjustments, allowing for precise lineups and shape-ups.

The introduction of the BEVEL Trimmer SE in Ulta Beauty stores nationwide marks a significant milestone for the brand. Since its inception in 2013 with the BEVEL Safety Razor, the company has been at the forefront of developing grooming solutions specifically for Black men and men of color. This retail expansion, which began in 2022, demonstrates BEVEL's commitment to increasing accessibility to its products.

BEVEL Marketing Leader Breann Davis emphasized the brand's dedication to addressing unique grooming needs, stating, 'We are thrilled to expand our partnership with Ulta Beauty and add the new BEVEL Trimmer SE to our portfolio of products and razors available at Ulta Beauty stores and Ulta.com.'

This launch is particularly noteworthy as it represents the first time a BEVEL device will be available in Ulta Beauty's physical retail locations. It signifies a growing recognition in the beauty and grooming industry of the need for products tailored to diverse hair and skin types.

The availability of specialized grooming tools like the BEVEL Trimmer SE in mainstream retail outlets is a positive step towards inclusivity in the personal care market. It acknowledges the diverse needs of consumers and provides easier access to products designed with their specific requirements in mind.

As part of the Procter & Gamble family, BEVEL's expansion into Ulta Beauty stores aligns with a broader industry trend of major corporations recognizing and catering to a more diverse customer base. This move could potentially influence other brands to follow suit, leading to a more inclusive range of grooming products available in mainstream retail channels.

The launch of the BEVEL Trimmer SE at Ulta Beauty represents more than just a new product release; it's a step towards normalizing specialized grooming tools for men with textured hair and melanin-rich skin in the mainstream beauty market. As the grooming industry continues to evolve, such initiatives play a crucial role in ensuring that all consumers have access to products that meet their specific needs.