their mission is to become the #1 beard grooming company in the world. Our target customer is every bearded man (not just the stereotypical hipsters, bikers, or lumberjacks that beards are sometimes associated with). We are a premium beard care brand that puts a great deal of effort into creating only the highest quality, HAND CRAFTED, premium products, all the way down to the packaging that it comes in, and the stationary that our handwritten thank you notes are written on. We offer a much higher level of service and support than any of our competitors. Our prices will reflect the fact that we only sell premium products, but they won't be so high as to be out of reach. they are in-between the mid and high range.