The production company has teamed up with Parlux to develop a seven-product collection of skin, hair and beard care products inspired by TSHC’s Emmy Award-winning show, The Shop.
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Co-created by Paul Rivera and Randy Mims, the series — now approaching its seventh season — sees James and Maverick joined by a host of guests for conversations about entertainment, sports, politics, community and the textures of daily life. Past guests include Tracee Ellis Ross, Naomi Osaka, David Beckham, Snoop Dogg, Jason Sudeikis and others.
“We created The Shop out of a deep love and passion for the barbershop experience,” said Rivera in a statement exclusively to WWD. “Our show was designed to bring people inside the shop for the debates, the arguments and the therapy you can only get at a true neighborhood spot. Now, we want to give people another side to the experience.”
To that end, The Shop Men’s Grooming Line will roll out to roughly 1,600 Walmart doors on April 1. Priced under $10 per product, the range aims to offer male consumers of all ages an accessible, solution-led approach to personal care.
“We’re so excited to welcome The Shop and their new line of men’s grooming products to our growing assortment, and believe our customers will love the high-performance products at an exceptional value,” said Creighton Kiper, vice president, merchandising, beauty, Walmart U.S., in a statement.
The debut collection will feature an exfoliating face wash, soothing shave cream, aftershave-toner, hydrating facial lotion, deep-conditioning beard cream, moisturizing shampoo and conditioner, and a styling pomade.
“From our very first meeting, Parlux saw the tremendous potential and opportunity for The Shop to create a grooming line as a natural extension of the show and their community,” said Lori Singer, president of Parlux, which is also the partner for Drake’s Better World Fragrance House and Billie Eilish’s fragrance line. She added that the vegan, cruelty-free range “encapsulates The Shop’s values of high performance, empowerment and self care.”
Having initially launched on Max in 2018, The Shop has since taken to YouTube, where new episodes air via TSHC’s Uninterrupted channel. Most recently, the show wrapped up a five-installment historically Black college and university tour in December, and Season 7 is slated to debut in March.
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