About

Bearded Hipster started with a specific person in mind. He is in his late twenties. He has a handlebar he waxes on purpose and a goatee he keeps short. He dresses a little bit like it is 1912 and a little bit like it is not. He drinks his espresso out of a glass because he likes watching the crema settle, and he drinks bourbon out of something heavy. He owns a turntable and he is aware that this is a cliché, and he does not care, because satellite radio does not have a B-side.

He is in on the joke. That is the part most beard brands get wrong. They either take him completely seriously, which is embarrassing, or they take the mickey out of him, which is a strange way to ask someone for thirty dollars. We would rather stand next to him and grin.

Why one scent at a time

Five products across five scents is twenty-five things to make, jar, label and store. Made properly, by hand, in small batches, that is not a product line — it is a warehouse and a forecasting problem, and the jars at the back go soft while they wait.

So we press one scent at a time, in the full five-piece range, and we call it a release. It sells out and we start the next one. Five things in stock, ever. What you get is the batch that was made this month, not the one that has been sitting since spring.

Why the sleeves

Because that is what a release is. Every scent gets cover art, a catalogue number and a tracklist, and the artwork ends up on the label, the box and the shirt. Record Store is BH-001. It smells like cedar, warm dust and vinyl, which is to say it smells like an hour spent flipping through a crate and leaving with nothing.

What we will not say

We will not tell you a beard oil makes hair grow. It does not. Nothing you can buy in a jar does. What these do is soften coarse hair, condition the skin underneath it, hold a shape and smell like somewhere worth being. That is the entire claim and we are comfortable with it.

Where it is made

Washington DC. By hand, in batches, by a very small number of people.

A note on the photographs: the man in them is the brand's character, rendered rather than photographed. He is not a customer, he is not a founder and he is not endorsing anything. He is a drawing of the person we are making this for.