“No one wants to fund ecommerce companies any more,” Bevel founder and CEO Tristan Walker told Recode in March 2017, three years after the brand’s launch. They might not want to fund retail companies but they clearly have no problem with tech-driven commerce platforms for innovative consumer products.

Bevel’s shaving products, specifically tailored to the grooming issues experienced by people of colour, are sold at a higher price point than mainstream competitors such as Gillette and typically by subscription. The opportunity to reduce skin irritation is clearly chiming with consumers as the company claims 95% of customers renew after the first three months.

Bevel’s parent company, Walker & Company, has raised $33m (£25.7m) in venture capital funding and its shaving products are sold in major US retailers like Target. After success with its predominantly male-oriented products, the company plans to launch further extensions such as an electric trimmer and a women’s range.