BEVEL Expands Product Line with Launch of Trimmer SE at Ulta Beauty

BEVEL, the award-winning grooming and personal care brand catering to men with curly, textured hair and melanin-rich skin, has announced a significant expansion of its product line. The company is set to launch its new BEVEL Trimmer SE in Ulta Beauty stores and on Ulta.com starting September 2024, marking a pivotal moment in the brand’s retail strategy.

Priced at $99.95, the BEVEL Trimmer SE represents a thoughtful evolution in the company’s grooming device offerings. This new trimmer boasts several features designed to meet the specific needs of its target audience. With a lightweight plastic body that is 39% lighter than BEVEL’s Premium Trimmer, the Trimmer SE is engineered for portability and ease of use. It offers cordless operation and an impressive battery life of up to 4+ hours on a single charge, making it an ideal choice for professionals on the move and young men beginning to establish their grooming routines.

The Trimmer SE maintains BEVEL’s commitment to skin health by incorporating the same iconic blades found in their Premium Trimmer. These blades are specifically designed to repel dirt, oil, and buildup, which are common causes of skin irritation. For precise grooming, the device features the Bevel Dial™️, allowing for tool-free zero-gap adjustments to achieve perfect lineups and shape-ups.

BEVEL’s expansion into Ulta Beauty stores is a significant development for the brand and its customers. Since its launch in 2013 with the pioneering BEVEL Safety Razor, the Black-founded company has been at the forefront of creating grooming solutions tailored to the needs of Black men and men of color. The introduction of the Trimmer SE in Ulta Beauty’s physical retail locations nationwide represents the first time a BEVEL device will be widely available in-store, greatly increasing accessibility for consumers.

This launch is part of BEVEL’s broader retail expansion strategy with Ulta Beauty, which began in 2022. The partnership has allowed BEVEL to bring its range of hair, beard, shave, skin, and body care products to a wider audience, reinforcing the brand’s commitment to addressing the unique grooming needs of its customer base.

The significance of this launch extends beyond mere product availability. It represents a growing recognition in the beauty and grooming industry of the specific needs of men with textured hair and melanin-rich skin. By bringing specialized tools like the Trimmer SE to mainstream retail outlets, BEVEL is helping to normalize and make more accessible grooming solutions that have historically been underrepresented in major beauty retailers.

For the grooming industry, this move signals a shift towards more inclusive product offerings and retail strategies. It challenges other brands to consider how they can better serve diverse customer bases and highlights the importance of representation in beauty and personal care spaces.

Consumers stand to benefit from this expansion, as it provides easier access to products designed with their specific needs in mind. The availability of the BEVEL Trimmer SE in Ulta Beauty stores means that men looking for specialized grooming tools will have the opportunity to see and potentially test the product in person before making a purchase decision.

As BEVEL continues to grow and expand its retail presence, it remains committed to its founding principles of providing solution-oriented products for men with curly, textured hair and melanin-rich skin. The launch of the Trimmer SE at Ulta Beauty is a testament to this commitment and a significant step forward in making specialized grooming tools more accessible to a wider audience.