Teaming up with Parlux, the production company plans to develop a range of seven products, including skincare, haircare, and beard care. Drawing inspiration from their Emmy-Award winning show, The Shop, which is co-created by Paul Rivera and Randy Mims, the collection is set to capture the essence of the popular series. 

The show, soon entering its seventh season, brings together James, Carter, and various other guests in a barbershop setting to engage in conversations spanning sports, politics, entertainment, community, and everyday life. Notable past guests include Naomi Osaka, Carmelo Anthony, Tracee Ellis Ross, DJ Khaled, JAY-Z, Bad Bunny, and many more. In a statement to WWD, Rivera expressed their deep love and passion for the barbershop experience, which led to the creation of The Shop. The series aimed to provide viewers with an inside look into the debates, arguments, and therapeutic conversations that take place in a genuine neighborhood barbershop. 

Now, they seek to offer consumers a different aspect of that experience through their grooming line. The debut collection will feature a range of products, including a deep-conditioning beard cream, moisturizing shampoo and conditioner, exfoliating face wash, soothing shave cream, aftershave-toner, hydrating facial lotion, and a styling pomade. 

The Shop's Men's Grooming Line is scheduled for release in 1,600 Walmart locations across the country, starting from April 1. With products priced at under $10 USD, the range aims to cater to a wide demographic of men, ensuring their accessibility across different age groups.