The Shop Grooming Line – made with Parlux, Paul Rivera and LeBron James and Maverick Carter’s The SpringHill Company – is now available in 1,600 Walmart doors.

 

The vegan, cruelty-free line comprises seven products for skin, hair and beard care, including aftershave-toner, pomade and shave and beard creams – all accessibly priced, marketers say. 

 

The Shop Grooming Line was born out of the success of HBO’s “The Shop,” which first aired in 2018 and won an Emmy Award. According to Carter, the conversations between barber and client were a vibe with which people can relate. So, the multimedia brand decided to channel that spirit into a product line named for the successful show.

 

Parlux President Lori Singer said The Shop is “fueling demand” in the market for men’s growing grooming needs, and that the line will be something men will adopt into their skin care routines. The Shop products also aim to be additive to the consumer’s journey while traveling or a necessity within reach during certain seasons like wintertime.

 

According to media, the line is anticipated to garner $10 million in sales during its first year on the market, per industry sources. 

 

The Shop marks Parlux’s first foray into the grooming category, joining other high-profile brands such as rapper Drake’s Better World Fragrance House, Oscar-winning pop star Billie Eilish Fragrances and Paris Hilton Fragrances. 

Check out a clip below: