The current beauty market is highly oversaturated with products for women. In fact, according to a 2018 market report from L’Oréal, the global cosmetics market brings in $246 billion annually, and only $19 billion of that comes from men’s products.
Given the large disparity between the offerings for men and the offerings for women, entrepreneur Eric Bandholz decided to create a company that catered specifically to men’s grooming needs. In 2012, he and his two business partners founded Beardbrand — which, as Bandholz describes it, is a lifestyle brand as much as a grooming company.
“One of the things that we really like young people to know is you really need to embrace who you are,” he told In The Know. “You need to embrace how your beard comes in and how your hair comes in and who you are as an individual.”
Shop: Beardbrand Lumber Yard Beard Softener, $15
Like its name suggests, Beardbrand specializes in grooming products for the beard. It also sells “gentle” products for the hair and body, plus fragrances to match.
Though Beardbrand’s grooming essentials are great, perhaps what the company is best known for is its YouTube channel, which boasts more than 1.6 million subscribers. There, specialists offer grooming advice and showcase their skills in the barbershop.
“What’s really amazing about Beardbrand is we help younger people with our content, our tons of videos out there for guys who have never grown their beards at all,” Bandholz explained. “They don’t know what the expectations are. They don’t know what the tools are and how to use them properly. We walk them through many different steps.”
What’s especially great about Beardbrand’s products is that they’re all created in one of six flavor profiles. What this means is that you can buy everything from your shampoo to your mustache wax in the same scent to avoid what Bandholz calls “scent confusion.”
“Each single product you can get from head to toe,” he said. “So what we’re doing with the product is we are ending scent confusion: that thing that happens when it smells like you just walked through a cologne aisle in a department store.”
All of Beardbrand’s products are available online for purchase. Once you grab your beard oil and sea salt spray, make sure to check out the brand’s YouTube channel for some pointers from Bandholz and his team!
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For more people who are changing the beauty game, check out this 18-year-old makeup mogul who founded a makeup brand for men.
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