How long is your beard?

Tap your length. Get your exact routine. No math, no guessing.

Under 1"The "I'm growing it out, I swear" phase+

Oil2 to 3 dropsEvery day. Bottle lasts about 6 months

Wash2x a weekRinse with water on off days

BalmNot yetWhen you want hold

BrushDailyTrains it to grow the right way

Your mission: survive the itch. Oil the skin every single day, even when it feels pointless. This is the phase that separates legends from quitters.

1" to 3"Officially a beard+

Oil3 to 5 dropsEvery day. Bottle lasts about 4 months

Wash2 to 3x a weekRinse with water on off days

BalmPea-sizedWhen you want hold

BrushDailySpreads oil, lifts flakes

Your mission: shape it. Start brushing daily and add a little balm so it grows with intention instead of in every direction.

3" to 6"Strangers ask for advice+

Oil5 to 8 dropsEvery day. Bottle lasts about 3 months

Wash3x a weekRinse with water on off days

BalmThumbnail scoopWhen you want hold

CombDailyDetangle, then brush to finish

Your mission: stay soft. Longer hair dries out at the ends first, so work oil all the way to the tips and comb before you brush.

6" and upSmall birds may move in+

Oil8 to 12 dropsEvery day. Bottle lasts about 2 months

Wash3x a weekRinse with water on off days

BalmGenerous scoopWhen you want hold

CombDailyWide teeth first, always

Your mission: protect the investment. Comb gently from the bottom up, never rip through knots, and keep a bottle in reserve so you never run dry.

Step 1

Beard Wash

Hand soap is for hands. Just saying.

Shampoo and hand soap strip the natural oils your beard needs and leave it feeling like a Brillo pad. Beard wash gets the grime out and leaves the good stuff in.

1. Soak your beard with warm water.
2. Use about a loonie-sized amount. Rocking a Viking situation? Go to a toonie.
3. Lather for 30 to 60 seconds. Get to the skin, not just the hair.
4. Rinse well and pat dry. You're drying a beard, not sanding a deck.

Step 2

Beard Oil

The daily one. Non-negotiable.

Oil softens the hair and feeds the skin underneath. That skin is where the itch and flakes live rent free. Time to evict them.

1. Best right after a warm shower, beard towel dried.
2. Drop the oil into your palm and rub your hands together like a villain with a plan.
3. Massage it into the skin first, then work it out to the tips.
4. Finish with a comb or brush to spread it evenly.

How many drops?

Step 3

Beard Balm

For when your beard has opinions.

Balm is hold and shape. It tames flyaways so your beard looks intentional, not like you lost a fight with a leaf blower.

1. Use it after oil, or on its own on a rushed morning.
2. Scrape a pea-sized amount with your thumbnail.
3. Rub it between your palms until it melts.
4. Work it in from underneath, against the grain, then smooth everything down.
5. Shape with a comb or brush. Admire yourself. Repeat daily.

Comb and Brush

CombDetangles and spreads oil evenly. Wide teeth first, go slow, never rip through a knot. Your beard remembers. Best on a damp beard. BrushUse on a dry beard. Spreads oil root to tip, trains strays to sit where you tell them, and lifts flakes off the skin.

Your weekly plan

Two minutes a day. Sunday is beard spa day: wash, oil, balm, brush, then go be unreasonably handsome.

The Beard Commandments

The beard growth timeline

Every beard goes through the same phases. Knowing what is coming is how you make it through.

1. Week 1 to 2Stubble

   Looks rugged, feels like sandpaper. Your partner has thoughts about this.

   Use: 2 drops of oil, brush daily
2. Week 2 to 6The itch zone

   New hairs have sharp tips and the skin underneath dries out. This is where most guys quit. Do not shave. Oil the skin, not just the hair.

   Use: oil twice a day if it is bad, gentle wash 2x a week
3. Month 2 to 3The awkward phase

   Patchy spots, hairs going sideways, people asking if you are okay. Totally normal. Gaps fill in as longer hairs cover them.

   Use: brush daily to train direction, start a little balm
4. Month 3 to 6Shape it

   Now it looks like a decision. Time to clean up the neckline and cheeks and pick a style.

   Use: full routine, light trims every 2 to 3 weeks
5. Month 6 and upLegend status

   Strangers compliment it. Kids point at it. You now own more beard care than shirts.

   Use: comb, oil to the tips, keep a backup bottle

Beard problems, solved

The itch

Weeks 2 to 6 are the danger zone. The itch hits, your hand reaches for the razor. Don't. That's just the skin drying out. Oil it every day and push through. This is where most guys quit. Legends don't.

Beardruff

Nobody wants a snow globe on their chin. It's usually dry skin. Wash 2 to 3 times a week, not daily, oil the skin every day, and give it a quick brush before you head out.

The scent faded

Normal. Our scents come from natural essential oils, so they soften through the day. Want a top-up? One drop around lunch. Instant main character.

Patchy spots

Rome wasn't built in a day and neither was a full beard. Keep it healthy, keep it combed, and let it fill in. Brushing helps longer hairs cover the gaps like a good comb-over, but respectable.

Shape it right

Most beard disasters happen with a trimmer and too much confidence. Follow these and you will look like you went to a barber.

Caring for your products

• Store everything somewhere cool and dark, with the cap on tight. Like a vampire. A well-groomed vampire.
• Everything is all natural, so oil can go cloudy in the cold and balm can soften in the heat. Both are normal. Let them come back to room temperature.
• For the freshest scent, use within 12 months of opening. At 3 to 5 drops a day, that won't be a problem.
• First time or sensitive skin? Put one drop on the inside of your wrist and wait 24 hours. If you react to fragrance, go with Plain Jane, our unscented oil. If anything irritates, stop using it.

Pick your archetype

Scent is a personality. Choose wisely. Or choose all of them, we're not your mom.

The ProfessorCedarwood, vanilla and sweet cigar. Calm, sharp, always has a pen. The VillainSpiced tobacco, leather, cognac and bourbon. For the bad guy who wins. The AlchemistBay rum, sandalwood and patchouli. Classic barbershop in a bottle. The SticksCedarwood and tropical citrus. Cottage weekend energy. Fuzzy BeaverMaple syrup and pancakes. Canada in a bottle. Sorry not sorry. My Lil CupcakeVanilla cupcake and buttercream. Sweet, no apologies. Plain JaneUnscented. All the care, none of the smell. The ninja option.

Which one when?

Build a bundle and saveSee all scents

Mix any 3 items to save $15, 5 to save $45, or 7 to save $75. That's a lot of tacos. Free shipping in Canada on orders over $49.

This is what it looks like

Real beards. Real Legends. Every style, every vibe, same two-minute routine.

They're proud of you. Both of them.

Our two founding archetypes agree on almost nothing. Except you.

The Professor"A wise investment. Your face thanks you. I have prepared a 40-page report on why."

The Villain"Fine. You look dangerous now. Don't let it go to your head. Actually, do."

Can't pick a side? Nobody can. The Duality Bundle gets you both, order and chaos in one box.