Bevel's CASE STUDY

In the bustling landscape of the beauty industry, one company has stood out by prioritizing a community often overlooked—Bevel. Founded in 2013 by Tristan Walker, Bevel is a personal care brand that specializes in grooming products tailored for people of color. Guided by the mission to solve health and beauty problems for underserved markets, Bevel has revolutionized the grooming industry with its high-quality, innovative solutions.

A Mission Rooted in Representation

From the outset, Bevel’s mission was clear: provide grooming products that meet the unique needs of men with coarse, curly hair. Tristan Walker, who experienced first-hand the limited options available for black men, saw an opportunity for impactful change. Walker’s vision has made Bevel distinctive, not merely as a brand but as a movement that champions positive representation in the beauty sector. Data speaks volumes about Bevel’s approach. According to the U.S. Census Bureau, African Americans make up approximately 13.4% of the U.S. population, yet mainstream grooming products fail to address their specific needs. Bevel stepped in to fill this gap, launching the Bevel Shave System, an end-to-end shaving solution designed to reduce skin irritation and razor bumps—a common issue for men with coarse, curly hair.

Innovation and Community Building

What truly sets Bevel apart is its blend of product innovation and community focus. Bevel’s digital maturity places it in the “Digirati” category, leveraging online platforms to engage and educate its audience. This direct-to-consumer model, primarily through Bevel’s website (https://getbevel.com/), empowers customers with resources and knowledge. Detailed grooming guides, tips, and how-to videos are readily available, creating a sense of belonging and community. According to a Harvard Business Review article, companies that invest in building strong communities around their brands see higher customer loyalty and longer customer lifespans. Bevel exemplifies this, using social media not only for marketing but for fostering conversations, sharing testimonials, and highlighting positive representation. This approach aligns with Tristan Walker’s belief in creating products that address not just physical grooming needs but also emotional and social well-being.

A Sustainable Revenue Model

Bevel’s revenue model is another testament to its innovation. It combines direct product sales with a subscription-based service. Customers can purchase products like the Bevel Razor, Bevel Trimmer, and Bevel Restoring Balm a la carte or opt for a subscription service. The subscription model offers a curated selection of grooming products delivered regularly, ensuring customer convenience and loyalty while generating a steady revenue stream for Bevel. A 2021 survey by McKinsey & Company found that subscription services in the beauty sector have grown by over 300% in the last seven years, highlighting the efficacy of Bevel's approach. Furthermore, Bevel’s presence in select physical retail stores broadens its reach, making it accessible to a larger audience.

Partnerships and Social Impact

Partnerships have been critical to Bevel’s impact and growth. Collaborations with organizations like the National Urban League and the Thurgood Marshall College Fund have led to scholarship programs for underrepresented minorities in technology. These initiatives underscore Bevel’s commitment to social equity, extending its influence beyond the grooming aisle. Quotes from industry experts further validate Bevel’s strategy. According to Robert F. Smith, Founder of Vista Equity Partners, “Brands that prioritize community and representation can create not just customers but advocates.” This philosophy echoes in Bevel’s actions and outcomes, fostering trust and loyalty among its clientele.

In Conclusion

The Bevel case study is an illuminating example of how purpose-driven innovation can not only fill a market void but also instigate social change. Bevel has redefined what it means to serve a niche market, executing a masterful blend of quality products, community engagement, and social responsibility. Tristan Walker's vision has not just built a brand but initiated a movement, encouraging the world to reimagine beauty standards and inclusivity. The future looks bright for Bevel as it continues to set benchmarks in the beauty and grooming industry, one carefully curated shave at a time.