case study

Turning TikTok Creators Into BEVEL’s Newest Retail Engine 

Bevel Case Study

Overview

BEVEL is an award-winning, Black-founded grooming brand and the definitive authority in head-to-toe grooming for Black men. First and Last PR has served as BEVEL's Agency of Record since November 2019, stewarding the brand through a national headquarters relocation, retail expansion, and a CEO transition. In 2023, with new product and device launches on the horizon, BEVEL needed to reach a younger, digitally native consumer with growing spending power. First and Last PR built a creator-led campaign across TikTok and YouTube to meet that consumer where grooming decisions actually get made, and turn content into commerce.

Practice Areas

  • Influencer marketing and talent partnerships
  • Paid partnership and gifting management
  • Retail and product launch communications
  • Social content strategy

Social Media Hits

Below is a cross-section of creators from the campaign. Engagement rates reflect audiences that were not just reached, but paying attention, a direct result of matching product to creator with intention rather than reach alone.

Ameer Alexander
@jusameerwrid | 11.7K
Ameer Alexander
ER: 67%
AJ Brown
@altaughtyou | 33.2K
AJ Brown
ER: 46.2%
Drake Hudson
@thebetterdrake | 108.6K
Drake Hudson
ER: 18%
Hailey and Michael
@hailsandmike | 30.3K
Hailey and Michael
ER: 13.8%
Norman Thrasher III
@lifewithnt3 | 69.3K
Norman Thrasher III
ER: 3.1%
Branden Mitch
@brandenmitch3 | 25.1K
Branden Mitch
ER: 4%
John Baptist
@johnbaptisla | 85.7K
John Baptist
ER: 1.1%

As Seen In

The influencer campaign drove organic pickup across trade and consumer press, extending BEVEL's reach from social feeds into the publications its core consumer reads.

Publication 1
MSNBC
Men's Health
Happi
GQ
Fatherly
Gear Patrol
Publication 8
Esquire
Ebony
AskMen
CNN

Our Approach

First and Last PR built a targeted creator marketing framework across TikTok and YouTube, pairing paid partnerships with strategic gifting to introduce BEVEL's newest devices to a younger audience while deepening credibility with its core consumer.

  • Managed paid partnerships and gifting across 16 men's grooming and lifestyle creators, spanning the BEVEL Essential Disposable Starter Kit, Pro Clipper + Trimmer, and 3-in-1 Hair Oil, ensuring each product reached a creator whose audience was already primed for it
  • Built a tiered creator strategy that paired established voices like Noah (1.1M) and Ashten Barnes (288.7K) with emerging talent like Christian Jackson and Rio, reaching BEVEL's core consumer while opening adjacent audiences the brand had not yet penetrated
  • Directed all content toward real product demonstration and routine integration, keeping the focus on performance and daily use rather than aesthetics alone and drove viewers directly to retail channels where BEVEL products are sold
  • Converted the campaign into 70 net-new influencer relationships, giving BEVEL a ready and vetted creator bench to activate for future launches without starting from scratch
0M+
Total Interactions
0
Creators Activated
0
Net-New Influencer Relationships Built for Future Launches
"Stephanie and the First and Last PR team have a rare combination of cultural fluency, strong media instincts, and genuine thoughtfulness. They understand how to tell a founder's story with nuance and care, while never losing sight of what will actually resonate. I've always appreciated their attention to detail, their relationships, and the trust they build around the work."

TRISTAN WALKER · FOUNDER, BEVEL