• jlockesmg

J.Locke launches product in New Bern beauty supply store

Jumar “J " Locke, of Greenville, made history in New Bern as the 1st African-American male to independently have his men’s care products on the shelves at Beauty World on Tatum Drive. Since his debut in December of 2019, his products, Alpha Men Care, has been in high demand, selling out in his first week. He is currently working on expanding his business while continuing to collaborate with NC barbers, hair salons, and other beauty supply stores. Locke’s motivation for starting grooming care, to be catered toward men, was a push to encourage men to be consciously aware of whom they are. J.Locke wants to celebrate and uphold men, improve positive male images by promoting assurance and self-confidence. One of his most popular products is his Alpha Beard Serum, Carolina 44. The serum softens, smooths, and moisturizes the beard while strengthening the hair follicles, leaving a fuller, shinier, more manageable mane. Not to mention, the scent is what most customers are raving about. “Anything I do, I want to begin a movement,” says Locke. “I want to see men getting back to being assertive, protective role models while looking good and smelling good at the same time”. His 3 children are an integral part of who he is and why he continues to endorse self-care and community support amongst everyone he encounters. “Sometimes we need a reminder that we are Alpha males”. All inquiries and how to connect with Jamar “J ” Locke is Facebook (Jay Locke), Instagram (@JLockeSMG, @AlphaMenCarebyJLocke), and email (

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