If you are one of the lucky ones that can grow somewhat of a beard then it's likely you have invested in some sort of beard care whether it be castor oil, rosemary oil, coconut oil etc. Although it may seem with the amount of beard oil brands emerging the ingredients may seem like a random concoction of oils but this isn't the case, most beard oils will have a blend of essential oils and carrier oils. Essential oils are the aromatic extracts from aromatic and medicinal plants and carrier oils are the lipid, or fatty, extracts squeezed out of the seeds of plants.
The beard oil market is segmented into organic and conventional products, with a significant portion of the market moving towards organic options due to the perceived health benefits and lack of synthetic additives. Regarding distribution channels, online stores are becoming increasingly popular, providing easy access to a variety of products for consumers worldwide. The global beard oil market was valued at approximately $1.1 billion in 2022 and is expected to continue growing at a steady rate. The market is forecasted to reach about $1.7 billion by 2030, indicating a robust growth trajectory. The UK beard oil market is experiencing robust growth, mirroring trends seen in other regions but with unique local dynamics. So already you can see the scope business potential, here are some insights into the UK dynamic:
In the UK, the demand for beard oil is driven by the growing trend of facial hair as a fashion statement and the increased awareness of personal grooming among men. The market is leaning towards organic and natural products, as UK consumers become more conscious of the ingredients in their grooming products. This shift is reflected in the rising popularity of oils containing natural ingredients like jojoba, argan, and coconut oil, which are favoured for their moisturising properties and lack of harsh chemicals.
If you click on the image below it will take you to BeardBrand who delve into the benefits, ingredients and range of beard oil types. There is a rising demand for natural and organic grooming products, as consumers are becoming more conscious of the ingredients in their personal care items
Now you have in your head you want to create a beard grooming oil but not to sure where to begin. You will definitely need to begin with some market research - you will need to understand the importance of understanding target demographics including age, lifestyle, and grooming habits. Use data and statistics to identify consumer preferences such as favourite scents or organic ingredients.
To create unique blends you will have to experiment with different ratios of carrier oils (like jojoba, argan, or coconut oil) to essential oils (such as cedarwood, sandalwood, or peppermint). So be prepared to put your goggles & lab coat on, and to get your hands dirty.
Look for suppliers who specialise in natural and organic products to ensure high-quality ingredients. Use online directories, industry-specific forums, and trade shows to find potential suppliers. Check reviews, request samples, and compare prices and terms of service. Establish relationships with multiple suppliers to ensure a reliable and consistent supply chain, and verify their certifications to ensure compliance with industry standards.
Imagine you are in your kitchen ready to try out your ingredients, you need to look at as precision scales for measuring, stainless steel mixing bowls, pipettes, and bottles. Now as time goes on and business is moving you would most likely want to scale up, so here are a few suggestions:
Storage Solutions: Expand storage with shelving units, bins, and climate-controlled areas to keep ingredients and products organised.
Quality Control: Use pH meters, viscosity testers, and essential oil analysers to maintain product quality.
Inventory Management: Implement software to track raw materials and finished products, preventing shortages and overstocking.
Workspace Expansion: Move to a larger facility to accommodate new equipment and ensure an organized, efficient production environment.
Packaging Tools: Invest in labelling and sealing machines for professional, tamper-evident packaging.
Now I am sure you are probably aware that even though you may feel you have created a winning formula, UK Licensing and Regulation will create a level of red tape which can create barriers to launch your product. So I have broken this down as much as possible without trying to bore you.
Cosmetic Product Safety Report (CPSR) Formulate Your Product: Ensure your beard oil formula is finalised, including all ingredients and their concentrations.
Documentation: Prepare detailed documentation of your product, including the ingredient list, manufacturing process, and product label. Ensure you have the Material Safety Data Sheets (MSDS) for each ingredient.
Find a Qualified Assessor: Locate a certified cosmetic safety assessor. This can be a toxicologist or a professional with appropriate qualifications and experience in cosmetic product safety. They can be found through professional networks, online directories, or industry associations.
Submit Your Product for Testing: Provide the assessor with your product formulation, documentation, and samples. They will evaluate the safety of your product, considering factors like ingredient safety, usage, and potential interactions.
Safety Assessment: The assessor will conduct a thorough review, including toxicological assessments and stability tests, to ensure the product is safe for use (click on the image below to see an example of an assessor).
Receive the CPSR: Upon successful evaluation, the assessor will issue a CPSR, detailing the safety of your product and confirming it complies with relevant regulations.
Compliance and Registration: Ensure your product complies with local cosmetic regulations, such as the EU’s Cosmetic Regulation (EC) No 1223/2009. In some regions, you may need to register your product with regulatory bodies before selling it.
Maintain Records: Keep a copy of the CPSR and all related documentation in your Product Information File (PIF) for regulatory inspections and audits.
Good Manufacturing Practices (GMP) - The World Health Organisation outlines this in great details and explains the importance of manufacturers complying with quality assurance practices. It is designed to minimise the risks involved in any pharmaceutical production that cannot be eliminated through testing the final product.
Good Manufacturing Practices (GMP, also referred to as 'cGMP' or 'current Good Manufacturing Practice') is the aspect of quality assurance that ensures that medicinal products are consistently produced and controlled to the quality standards appropriate to their intended use and as required by the product specification.
So when looking for a manufacturer it is important to look at documentation, hygiene, contamination control, and product quality assurance in the production process.
Labelling Requirements
Ingredient List: List all ingredients in descending order of their concentration. Use the International Nomenclature of Cosmetic Ingredients (INCI) names to ensure consistency and clarity for consumers.
Product Name and Function: Clearly state the product name and its intended function, such as "Beard Oil" or "Moisturizing Beard Oil."
Net Quantity: Include the net weight or volume of the product in both metric (grams or millilitres) and, if applicable, imperial units (ounces).
Manufacturer Information: Provide the name and address of the manufacturer or the responsible person/business. This ensures traceability and accountability.
Country of Origin: Indicate where the product was manufactured if required by local regulations.
Batch Number: Include a batch number or lot code to facilitate product tracking and recall if necessary.
Usage Instructions: Provide clear instructions on how to use the product safely and effectively.
Warnings and Precautions: Include any necessary warnings or precautions, such as "For external use only" or "Avoid contact with eyes."
Allergen Information: Highlight any potential allergens present in the product, particularly those known to cause skin reactions.
Expiry Date or Period After Opening (PAO): Indicate the product's shelf life with an expiry date or the period after opening (e.g., "12M" for 12 months) symbol.
Compliance with Local Regulations: Ensure your label complies with specific local regulations, such as:
EU: Cosmetic Regulation (EC) No 1223/2009 requires a Product Information File (PIF) and Cosmetic Product Safety Report (CPSR).
USA: Follow FDA guidelines under the Federal Food, Drug, and Cosmetic Act (FD&C Act) and ensure proper labelling per the Fair Packaging and Labelling Act (FPLA).
Other Regions: Check local regulatory bodies for specific requirements.
Claims and Marketing: Ensure any claims made on the label (e.g., "organic," "natural," "hypoallergenic") are truthful, substantiated, and comply with advertising regulations.
Consolidated Label offers advice on not necessarily the compliance side of the labelling but advice on the type of labelling when producing oil based products. Click on the image to have a look.
With so many beard oil product lines you would need to focus on strategies for engaging potential customers via platforms like Instagram and Twitter, such as regular posting, user-generated content, and paid advertising campaigns. On the video below Beard Gang founder Adam White-Johnson talks about how he rolled out a clever advertising campaign on public buses and how he was able to negotiate a good fee.
If you scroll on social media you might see influencers with a strong well groomed beard applying oil in their bathroom mirror whilst promoting a specific beard oil. A lot of brands work with influencers to help promote their oils because of their reach, companies choose influencers whose audience aligns with their target market. They look for influencers who have a strong following among men interested in grooming, lifestyle, and self-care. Sometimes it does not have to be a popular influencer but someone that simply fits the company's message, has a healthy beard, fits the company image and agrees with their ethos. Having a regular person as opposed to the influencer can also bring a level of genuine authenticity. It is certainly going to be more cost effective if you use regular social media users or micro influencers. Regular users tend to engage more actively with their followers, responding to comments and questions. This higher level of interaction can lead to more meaningful conversations about the product. Beard Gang founder Adam White-Johnson sometimes uses himself and his own beard to promote his beard oil company when filming ads, talk about hitting two birds with one stone.
You could also try out content marketing such as blog posts, videos, and tutorials that can help build authority, such as “The Benefits of Beard Oil” or “How to Apply Beard Oil Properly.” By creating valuable, relevant, and consistent content, companies can attract and engage their target audience, establishing themselves as industry authorities. This approach not only drives organic traffic to their websites but also nurtures relationships with potential and existing customers through informative and entertaining content. The stubble and stache specifically has a blog that focuses on the above you can click on the image below to have a browse.
Having a successful beard oil brand allows you to expand your product line, from Beard Balms and Waxes to whole groom kits. Beard balms are thicker than oils and typically consist of a combination of butters (like shea or cocoa butter), carrier oils, essential oils, and beeswax. The result is a creamy, semi-solid product. Beard waxes have a higher concentration of beeswax compared to balms, often combined with butters and oils. They have a firmer, more solid texture. It is important to expand so you can target the different consumer types - Waxes offer the strongest hold among beard products, perfect for styling and maintaining complex beard shapes. Whereas balms provide excellent hydration, locking in moisture for longer periods.
An example of this is Mobros grooming kits which you can see on the images below.
Further expansion can be with Beard Shampoos & Conditioners as well as Grooming Tools - Beard wash products are designed specifically for facial hair and the sensitive skin underneath. Unlike regular shampoos, they provide a gentle cleanse that removes dirt, excess oil, and impurities without stripping away natural oils, which are essential for keeping the beard and skin hydrated Then you have beard tools like wooden combs, boar bristle brushes, and stainless steel scissors are often marketed as giftsets which are particularly popular around holiday season.
I tried to look for some books that give in-depth information on launching a beard oil business specifically - although it was quite challenging if you click on the images below I found some cool Ebooks that do discuss formulation of your own beard oil and how can turn this into a business
Creating your own beard oil business can be an incredibly rewarding venture, blending creativity with the potential for a profitable market. By understanding the differences in formulations, carefully selecting high-quality ingredients, and adhering to industry regulations, you can craft products that stand out in the competitive grooming industry. Engaging with influencers and regular social media users will help build brand awareness and trust, while smart marketing strategies will drive sales. As you scale up, investing in the right tools and equipment will streamline production and ensure consistent quality. With passion, dedication, and the right approach, your beard oil business can thrive, providing men with the essential grooming products they need to maintain a healthy, stylish beard.