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Beardbrand: Growing a Grooming Empire
Beardbrand was founded in 2012 by Eric Bandholz, who identified a gap in the market for high-quality grooming products specifically designed for men with beards. Initially, the brand started as a blog and YouTube channel where Bandholz shared beard grooming tips and lifestyle content. The brand officially launched as an eCommerce business later that year, selling beard oils, balms, and grooming kits. The initial launch was self-funded, with a focus on creating high-quality products that appealed to the growing community of “urban beardsmen.”
Advertising:
Beardbrand’s advertising strategy was heavily focused on content marketing. They used their YouTube channel, blog, and social media platforms to provide valuable grooming tips and advice, which helped establish them as experts in the field. This content-driven approach attracted a loyal following and generated organic traffic to their Shopify store. They also used paid social media advertising, particularly on Facebook and Instagram, to reach a wider audience.
Marketing:
The marketing strategy at Beardbrand centered around building a lifestyle brand. Instead of just selling products, they sold the idea of being an “urban beardsman”—a modern man who takes pride in his appearance and grooming. They produced high-quality video content, blog posts, and social media content that reinforced this lifestyle. By positioning themselves as more than just a product brand, Beardbrand was able to create a strong emotional connection with their customers.
Brand Building:
Beardbrand built its brand around the concept of a modern, sophisticated man who values grooming as part of his lifestyle. The brand’s identity was further strengthened by its minimalist packaging, high-quality ingredients, and consistent messaging across all channels. They also focused on building a community around their brand, encouraging customer engagement and fostering a sense of belonging among their audience.
Audience Oriented:
Beardbrand targeted men who take pride in their appearance, particularly those who embraced the beard trend. Their audience was primarily urban professionals and creatives who were looking for high-quality grooming products that aligned with their personal style. Beardbrand understood the needs of this audience and tailored their products, content, and messaging to meet those needs.
Scaling:
Beardbrand scaled their business by expanding their product line to include a wider range of grooming products, such as hair care and skincare. They also grew their audience by continuing to produce valuable content and by leveraging influencer partnerships to reach new customers. Their commitment to quality and consistency helped them maintain customer loyalty as they expanded.
How They Did It:
Beardbrand’s growth can be attributed to their strong focus on content marketing, community building, and branding. By positioning themselves as a lifestyle brand and providing valuable content to their audience, they were able to build a loyal customer base and grow their business organically.