Tristan Walker is a pioneering entrepreneur who has made a significant impact in the grooming industry with Bevel, a revolutionary brand designed for people of color.
By identifying an underserved market, Walker created products that address specific needs for Black men and other people of color, thereby creating a new business opportunity. His company has grown significantly, from a direct-to-consumer startup to a brand acquired by Procter & Gamble, making him the first Black CEO in P&G’s 180-year history.
Walker’s journey from the projects of Queens to Silicon Valley has been remarkable, with his personal experiences informing his business decisions and creating a new opportunity for customers.
Key Takeaways
- Tristan Walker is a groundbreaking entrepreneur who created Bevel, a revolutionary grooming brand for people of color.
- He identified an underserved market and created products that solve specific problems faced by Black men and other people of color.
- His company has grown from a direct-to-consumer startup to a brand acquired by Procter & Gamble.
- Walker became the first Black CEO in P&G’s 180-year history.
- His personal experiences informed his business decisions and created a new opportunity for customers.
From Queens Projects to Silicon Valley: Tristan Walker’s Journey
Born and raised in the projects of Queens, New York, Tristan Walker’s early life was a testament to the power of resilience and determination. Growing up in a challenging environment, Walker was raised by a single mother who worked three jobs to support her three children. This instilled in him strong values of hard work and perseverance from an early age.
Early Life in Queens, New York
Tristan Walker was born and raised in Queens, New York. He lived in Jamaica, Queens, in the 40 Projects until he was about 6, then moved to Flushing, Queens, Latimer Gardens Projects. His early life was marked by significant challenges, but his mother’s hard work and determination had a profound impact on his experience and worldview. Walker describes his story as “that rose that grew from concrete,” a testament to the adversity he faced and overcame.
- He was raised in a tough environment in the projects of Queens, New York, which taught him a lot about resilience and perseverance.
- His mother worked three jobs to support their family, instilling in him the importance of hard work and values that would shape his future.
- Walker lived in different projects in Queens, including the 40 Projects in Jamaica, Queens, and later in Flushing, Queens, which exposed him to a diverse community of folks and influenced his perspective on the world.
- One thing that stands out about Walker’s story is his ability to overcome adversity and achieve success despite the challenges he faced.
This background laid the foundation for Walker’s future success, giving him the drive and resilience needed to succeed in Silicon Valley. Despite the challenges he faced, Walker was able to achieve a lot and make a significant impact in his community and beyond.
Breaking Into Silicon Valley: Early Career Milestones
Tristan Walker’s journey to becoming a successful entrepreneur in Silicon Valley was paved with significant early career milestones that showcased his ability to seize opportunities. After attending Stanford’s Graduate School of Business in 2008, he was introduced to the Silicon Valley ecosystem, which marked a pivotal moment in his career.
Walker leveraged his .edu email address to connect with tech industry leaders, opening doors that might otherwise have been closed to someone with his background. This strategic move enabled him to secure an early internship at Twitter, a then fledgling company, showcasing his ability to identify promising business opportunities.
From Twitter to Foursquare
Walker’s early career moves were characterized by his ability to capitalize on emerging trends and opportunities. After interning at Twitter, he joined Foursquare to lead business development during the company’s peak growth years. This significant role established him as a rising star in the tech industry, and he was able to make a substantial impact on the company’s growth and success over time.
| Company | Role | Year |
|---|---|---|
| Intern | Early 2000s | |
| Foursquare | Head of Business Development | Late 2000s |
| Andreessen Horowitz | Entrepreneur-in-Residence | Pre-2012 |
Before founding his own company, Walker was an entrepreneur-in-residence at top venture capital firm Andreessen Horowitz, one of Silicon Valley’s most prestigious firms. This position provided him with the platform to incubate his own business ideas and leverage his experience to achieve success.
The Birth of Bevel: Solving a Personal Problem
It was Tristan Walker’s own experience with razor bumps that ultimately led to the creation of Bevel, a brand that would change the men’s grooming industry. For 15 years, Walker struggled with the discomfort and irritation of razor bumps, a problem that significantly impacted his confidence and comfort. This personal struggle was not unique to Walker; millions of people of color face a similar issue every day.
The Razor Bump Epiphany
The turning point came when a friend suggested Walker try using a double-edged safety razor. Walker was skeptical at first, but after trying it, he woke up one morning without razor bumps for the first time in years. Walker described this moment as an “incredible epiphany.” This experience not only solved his personal problem but also revealed a significant product opportunity for people with a similar experience.
Walker realized that over 40 million Black people in the United States alone potentially deal with this issue, along with many others who could benefit from a solution. The day Walker had his epiphany, he also recognized that no existing brands were adequately addressing this problem that disproportionately affects people of color. This realization was crucial in shaping Bevel’s mission to provide a product that would fill a significant gap in the men’s grooming market.
By solving his own problem, Walker created a business that would serve a substantial market need, demonstrating the power of addressing real problems that consumers face every day. Bevel was founded on the principle of providing a product that is tailored to the needs of individuals who have been underserved by the traditional men’s grooming industry.
Tristan Walker – Founder, Bevel: Building a Revolutionary Brand
With the launch of Bevel in 2013, Tristan Walker introduced a fresh perspective to the health and beauty industry, focusing on the unmet needs of people of color. Walker launched Bevel as a single-blade razor system designed specifically for Black men, a demographic that had been largely ignored by mainstream brands. This move was revolutionary, as it addressed a significant gap in the market and catered to the specific shaving needs of Black men.
Bevel was launched in a competitive $2.5 billion U.S. men’s shaving market, alongside brands like Dollar Shave Club and Harry’s. Walker’s mission was to make health and beauty simple for people of color by creating products that specifically addressed their needs, rather than adapting existing products. This approach was quite frankly a game-changer, as it prioritized the needs of Black consumers in a way that no other brand was doing at the time.
Creating Products Specifically for People of Color
Walker’s brand philosophy centered on celebrating and prioritizing the needs of Black consumers, creating products that worked effectively for their specific skin and hair types. This was a significant departure from the traditional approach of relegating products for African American consumers to the “ethnic” aisle with outdated packaging and formulations. By doing so, Walker carved out a unique niche for Bevel in the market, making it a standout brand in the health and beauty industry.
As Walker noted, “Quite frankly, we were not just creating products; we were changing the way people thought about their health and beauty needs.” This sentiment reflects the way Walker approached the creation of Bevel, focusing on a customer-centric approach that prioritized the needs of people of color. By doing so, Bevel became a pioneering force in the industry, paving the way for other brands to follow in its footsteps.
Customer-Centric Approach: The Key to Bevel’s Success
At the heart of Bevel’s success lies a customer-centric approach, championed by Tristan Walker, which prioritizes customer feedback and satisfaction. This approach has been instrumental in driving Bevel’s growth and customer loyalty.
Listening to Customer Feedback
By 2016, Bevel had implemented a systematic approach to gathering customerfeedback, sending out weekly emails tocustomersasking them to rate products and providefeedback. Walker made it a practice to read customer comments himself, demonstrating his dedication to understanding hiscustomers’experiences firsthand. “First lesson learned, even as CEO, [is] read those customer comments— you don’t know the opportunities that might come out of it,” Walker says. This commitment to customerfeedbackled to unexpected opportunities, such as discovering that Target buyers were already Bevelcustomers, which ultimately led to a retail partnership.
- Walker implemented a systematic approach to gathering customer feedback, sending weekly emails asking customers to rate products and answer questions like “How likely are you to recommend this product to a friend?”
- Walker made it mandatory for all new employees to work with the customer success team during their first week, ensuring that customer service was ingrained in the company culture from the outset.
- This customer-centric approach led to a lot of positive stories from folks who appreciated Bevel’s commitment to their needs, and a lot of folks were happy to share their experiences with others.
Walker incorporated customer service into the company culture, making it a core part of Bevel’s identity. He believed that “brand is not what you say it is, it’s what they say it is,” prioritizing customerstoriesand testimonials in building the Bevel brand rather than imposing his own narrative.
| Customer-Centric Actions | Impact |
|---|---|
| Weekly emails to customers for feedback | Improved product development and customer satisfaction |
| Walker reading customer comments personally | Deeper understanding of customer needs and expectations |
| Mandatory customer success team experience for new employees | Customer service ingrained in company culture |
From Direct-to-Consumer to Retail Giant: The Target Partnership
Bevel’s journey to becoming a retail giant began with a serendipitous discovery that changed the course of the business.Tristan Walker, the founder of Bevel, discovered that Target buyers were already Bevel customers through customer comments on the company’s website.The head of personal care and the head of shave for Target had both left glowing reviews, which caught Walker’s attention. This was a significantthingfor Bevel, as it indicated a lot of potential for a business partnership.
How Target Discovered Bevel
Walker decided to proactively reach out to these Target executives after identifying them through customer feedback.This proactive approach led to a meeting and ultimately a retail partnership just three months later.The partnership was alotfor Bevel, as it transformed the company from an online-only direct-to-consumer startup to a multichannel brand with significant retail presence.
The folks at Target saw in Bevel an opportunity to enrich its appeal among Black consumers in the men’s grooming aisle, aligning with the retailer’s broader strategy to court diverse customers.This was a key thing for Bevel’s success, as it allowed the company to expand its customer base and increase its visibility.Walker noted that the key takeaway from this experience was the importance of having the humility to know that you haven’t figured it out yet. This openness to learning and customer feedback was crucial to the company’ssuccessovertime, and it paved thewayfor Bevel’s continued growth.
In conclusion, Bevel’s partnership with Target was a significant milestone in the company’s history, marking a major shift in its business strategy and paving the way for its futuresuccess. The folks at Bevel were able to leverage this partnership to expand its customer base and increase its visibility, which was alotfor the company’sbusiness.
The Procter & Gamble Acquisition: A Historic Partnership
Procter & Gamble’s acquisition of Walker & Company in 2018 marked a significant milestone in the company’s history, making Tristan Walker the first Black CEO in P&G’s 180-year history. This acquisition was a testament to the values and mission of both companies, which aligned closely in their commitment to serving diverse consumer needs.
The acquisition was driven by P&G’s strategic interest in Bevel, a brand that was uniquely prioritizing and celebrating the needs of the Black male guest in the personal care category. Walker noted that their values matched and their missions were similar: Bevel aims to make health and beauty easy for people of color, while P&G aims to improve the lives of people worldwide.
Becoming the First Black CEO in P&G’s History
Tristan Walker’s appointment as the first Black CEO in P&G’s history was a significant milestone not just for the company, but for the entire consumer goods industry. Walker’s leadership at Walker & Company had already demonstrated a commitment to serving the needs of diverse consumers, particularly people of color.
| Company | Mission | Values |
|---|---|---|
| Walker & Company | To make health and beauty easy for people of color | Innovation, Customer-centricity |
| Procter & Gamble | To improve the lives of people worldwide | Integrity, Values-based leadership |
The partnership between Walker & Company and Procter & Gamble was seen as symbiotic, with P&G serving five billion people around the world, the majority of whom look closer to Tristan Walker’s demographic. The acquisition provided Walker & Company with the resources, distribution network, and purchasing power of a consumer products giant while allowing the brand to maintain its unique identity and mission.
Leadership Philosophy and Company Values
Tristan Walker’s leadership philosophy is deeply rooted in the values he established for Walker & Company from its inception. At the heart of Walker’s approach is a commitment to creating a company culture that is both diverse and inclusive, where people can thrive and contribute their best. This philosophy is built on the belief that a strong, values-driven culture is essential for a company’s long-term success and scalability.
Walker & Company’s leadership philosophy is characterized by a clear set of values that guide every aspect of the company. Before raising any funding, Walker wrote down six core values that he believed were crucial for building a successful and diverse organization. These values are Courage, Inspiration, Respect, Judgment, Wellness, and Loyalty.
The Six Core Values of Walker & Company
The six core values established by Walker are entrenched in everything the company does, from employee reviews to the interview process. This approach has enabled Walker & Company to build a highly diverse team, where folks from different backgrounds feel valued and included. The values provide a clear framework for evaluating candidates and determining culture fit, making the hiring process more objective and effective.
- Courage: Encouraging employees to take risks and be bold in their endeavors.
- Inspiration: Fostering a culture that inspires creativity and innovation among people.
- Respect: Ensuring that every person is treated with dignity and respect.
- Judgment: Making informed decisions that are in the best interest of the company.
- Wellness: Prioritizing the well-being of employees and creating a healthy work environment.
- Loyalty: Building a loyal community within the company and with external stakeholders.
This values-based approach has been instrumental in making Walker & Company one of the most diverse companies on the planet in technology, according to Walker. By living by these values, Walker has been able to build a strong, cohesive company culture that has been a key factor in the company’s success. The lot of time and effort invested in establishing and maintaining these values has been a thing of great value for Walker & Company, enabling it to achieve a lot of significant milestones.
Challenges and Triumphs as a Black Entrepreneur in Silicon Valley
Having achieved significant success with Bevel, Tristan Walker still encounters persistent skepticism about the brand’s long-term potential. Despite garnering substantial press coverage and celebrity endorsements, including a mention in a Nas album, Walker notes, “To this day, people still don’t think this thing is going to work, which is crazy to me because it’s just so clear that there’s such a consumer demand for this.”
Frustrations with Investors and Tech Leaders
Walker has expressed frustration with investors and tech leaders who fail to recognize the obvious market demand for products serving people of color. Despite demographic trends showing America becoming majority-minority, many in Silicon Valley remain skeptical about the potential of brands like Bevel. Walker feels that this skepticism is not just about Bevel but reflects a broader issue within the tech industry.
As one of few celebrated Black founders in Silicon Valley, Walker feels a significant responsibility to succeed and help others like him succeed. He is often held up as an example of diversity in tech, which adds to the pressure he faces. Walker has encountered a lot of skepticism from folks who doubted his ability to succeed, but he has learned to keep moving forward despite these challenges.
Walker has dealt with these challenges by focusing on delivering products that work and delighting customers, rather than seeking validation from Silicon Valley elites. He has done a lot to create a successful brand that caters to the needs of people of color. By doing so, he has been able to build a loyal customer base and achieve significant success with Bevel.
Moreover, Walker is committed to creating pathways for other entrepreneurs of color through his nonprofit Code2040. He recognizes that if he remains one of the few Black success stories in tech, “nothing will have changed.” Walker is determined to make a positive impact on the lot of entrepreneurs of color, and he is working to create a more inclusive and diverse Silicon Valley where folks from all backgrounds can succeed.
Conclusion: Tristan Walker’s Lasting Impact and Future Vision
Tristan Walker’s journey from the projects of Queens to becoming a pioneering entrepreneur in Silicon Valley is a testament to his innovative spirit and perseverance. Having founded Walker & Company, a groundbreaking brand that was acquired by Procter & Gamble, making him the first Black CEO in the company’s history, Walker’s achievements are a significant milestone in the health and beauty industry.
Walker’s personal motivation stems from wanting to create a better world for his son, where he can be treated as a first-class consumer and produce at the highest level without bias. Through Walker & Company and Code2040, Walker is dedicated to creating more opportunities for people of color in business and technology. Walker aims to build Walker & Company into a 150-year organization with a lasting legacy, serving the health and beauty needs of people long after he’s gone.
By staying true to his values and focusing on solving real problems for underserved communities, Walker demonstrates how authentic purpose-driven entrepreneurship can lead to both commercial success and meaningful social change. As we look to the future, Walker’s legacy continues to inspire and empower folks from all walks of life to keep moving forward in their own entrepreneurial journeys.