On track to generate $59 million in revenue this year, Viking Revolution is taking its biggest step yet into brick-and-mortar retail, entering Walmart as its first national mass-market partner after nearly a decade of building online.
The men’s grooming brand is launching a tightly curated assortment of its bestsellers in men’s grooming aisles at 900 locations. Beard Oil, Beard Balm, Beard Wash, Beard Conditioner, Sea Salt Spray, Shave Cream and Solid Cologne are among the products. The Walmart rollout follows a smaller brick-and-mortar test earlier this year with Sprouts, fortifying confidence in its operational readiness for a bigger retail footprint.
“Digitally native brands like Viking Revolution are shaping today’s grooming category and bringing them into our stores and online allows us to introduce our customers to trusted brands that have already proven to be loved by millions of consumers,” says Jerrit Davis, VP of personal care merchandising at Walmart, in a statement. “Viking Revolution’s strong product assortment and accessible price points, without sacrificing quality, position the brand for success at Walmart, giving shoppers greater access to quality, everyday grooming solutions.”
Ahead of Viking Revolution, Walmart picked up Wild Willies, Hims, The Shop from LeBron James and W by Jake Paul as part of a broader push to amplify its presence in men’s grooming and personal care. The moves reflect the retailer’s effort to capture a share of the fast-growing segment. According to Grand View Research, the global men’s grooming products market is projected to accelerate at a compound annual growth rate of about 8% from 2023 to 2030, going from roughly $203 billion to more than $376 billion.
Viking Revolution’s Walmart partnership comes on the heels of Amazon serving as a cornerstone of the brand’s distribution and a testing ground for product development. It’s amassed close to 500,000 reviews on its Amazon listings and holds multiple bestseller badges. Co-founder Victor Mendoza credits customer service, social proof and a rapid product cadence for building momentum on the platform.
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That constant feedback loop on Amazon has shaped the company’s product pipeline, and it’s released roughly 50 products per year, 85% of which Mendoza describes as high-performing. Viking Revolution currently has roughly 400 stockkeeping units on Amazon across grooming, hair care and fragrance-adjacent categories. It’s expanded internationally alongside Amazon into markets such as the United Kingdom, Canada, Australia, Saudi Arabia, India and Europe.
Mendoza spent over two decades in marketing, business development and global operations, including founding and leading more than a dozen companies, before launching Viking Revolution with co-founder Beau Vuillemot, whom he met during a school playdate. Both men were sporting beards at the time. “I remember going to The Art of Shaving and paying like $45 for a one-ounce beard oil and thinking, ‘this is crazy,’” recalls Mendoza.
The beginning of Viking Revolution coincided with Fulfillment by Amazon getting off the ground, and the brand’s co-founders jumped at the chance to start a men’s care brand that didn’t break the bank for consumers. The brand started with a beard comb, and it quickly sold three a day on Amazon. By the end of its first year, its selection ballooned to 30 products, and the brand crossed $100,000 in revenue.
“What we’re trying to do is get everyday men using products that they really enjoy and uncomplicate it.”
Mendoza says, “We wanted to live in this intersection between quality, great design and the affordability of the product for people to really try it.”
He characterizes Viking Revolution as “rugged by design,” an approach that’s been critical to it resonating with its core customer base of men aged 35 to 44. Mendoza notes that a large number of blue-collar workers like firefighters, police officers and construction workers embrace its products.
“In our scenario, what we’re trying to do is get everyday men using products that they really enjoy and uncomplicate it,” he says. “This is not something that you need to go into a boutique to really figure out how to use it and how to manage it. So I think that resonated very well.”
A big surprise for the brand is its dominance in unexpected categories. Mendoza highlights that Viking Revolution’s Sea Salt Spray is the bestselling sea salt hairspray on Amazon, and its solid cologne was the top-selling cologne on Amazon during the holiday season.
TikTok has played a part in these products becoming surprise hits. While relatively late to the platform—Viking Revolution only began posting last year—it has ramped up its influencer network. Around 9,000 affiliate creators posted TikTok videos about the brand in the fourth quarter of 2025, leading to 66,000 units sold and $1.1 million in revenue. In total, the brand reached $1.5 million in sales via TikTok Shop in 2025.
In 2021, Viking Revolution was acquired by Branded, which went on to become Essor. Essor’s goal is to find challenger digital brands and turn them into larger global players. In addition to Viking Revolution, its portfolio contains Puracy, FreshCap, ZitSticka, Boka and Ototo.
As Viking Revolution enters Walmart, it plans to lean on Walmart-specific influencers to spread the word and leverage Walmart Connect, the chain’s retail media platform. Walmart Connect has been important in raising the profile of Boka at Walmart, where the oral care brand launched last year.
Trish Kozlak, VP of retail at Essor, explains the company is applying Boka’s playbook to Viking Revolution’s Walmart debut, kicking off with sponsored search and extending to the demand-side platform (DSP) that lets brands run off-site ads, homepage takeovers and delivery sampling. She adds, “In parallel, we’re activating our owned channels and leaning into influencer-led social content focused on Walmart to drive discovery and conversion.”
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