Procter & Gamble acquired beauty startup Walker & Company for an undisclosed sum on Wednesday. The brand was launched five years ago by Founder and CEO Tristan Walker with the goal of developing products and services tailored for people of color. Its current umbrella includes Bevel, a grooming experience designed for the specific needs of men with coarse or curly hair; and FORM Beauty, a premium hair care collection developed to meet the unique needs of women with textured hair.

As part of the deal, Walker & Company will operate as a separate and wholly-owned subsidiary of P&G and will continue to be led by Tristan, who will report directly to Alex Keith, CEO, P&G Beauty. P&G, which has operations in approximately 70 countries worldwide, is looking to the merger to help it grow its multicultural business.

“The combination of Walker & Company’s deep consumer understanding, authentic connection to its community and unique, highly-customized products and P&G’s highly-skilled and experienced people, resources, technical capabilities and global scale will allow us to further improve the lives of the world’s multicultural consumers,” said Alex.

By joining P&G, Walker & Company will be able to further expand its existing brands and develop additional products to meet the needs of multicultural consumers around the globe.

“When I started Walker & Company Brands, I set out to build a company that would meet the health and beauty needs of people of color on a global scale,” said Tristian. “Having access to P&G’s outstanding technology, capabilities and expertise helps us to further realize that vision, giving us the power to scale and bring new products to people of color, while staying true to our mission and continuing to nurture the loyal community we’ve worked hard to build.”

Tristan, along with his 15 employees, will relocate from California to Atlanta in the first half of 2019. “Atlanta has shown us so much love since launch and has had a significant impact on our business. We want to be closer to our customers, and to people who can help us achieve our vision. So, we’re recruiting starting right now for Marketing, Operations, Customer Success and Engineering,” he said.