CULTIVATING EXCELLENCE: THE STORY OF THE BEARD STRUGGLE AND ITS ALLIANCE WITH NDA

At New Directions Aromatics, we're passionate about helping businesses of all sizes thrive and grow. Since its inception in 2014, we have had the privilege of collaborating with The Beard Struggle, a line of grooming products tailored to each stage of the beard care journey.

The Beard Struggle has captured the essence of grooming excellence with their commitment to quality, sustainability, and innovation. As partners, we've collaborated with them to refine their product line, ensuring they offer nothing but the best to their customers. From sourcing high-quality essential oils to optimizing their supply chain, we've been proud to support The Beard Struggle's journey.

But this isn't just about one company's success—it's about showcasing what's possible when businesses collaborate and innovate together. Keep reading to learn more about The Beard Struggle's story and discover how we can help your business reach new heights.

CRAFTING A NICHE: THE BIRTH OF THE BEARD STRUGGLE

In the bustling world of men's grooming, one brand has quietly carved its niche with a simple mantra: let the results speak for themselves. The Beard Struggle isn't just about beard care; it's about a journey that started with a personal care endeavour and evolved into a mission to redefine grooming standards. Harjeet Babber, supply chain and logistics manager of The Beard Struggle, has first-hand experience with searching high and low for products that could tame his unruly beard. He recalls, "I couldn't find anything that really worked. As I struggled to find products that met my needs, I realized many others faced the same challenge". Identifying a gap in the market for beard care that delivered results while being kind to the planet, Babber set out to address this void through what would eventually become The Beard Struggle. "I noticed the market was lacking in premium, environmentally conscious beard care products", he muses, "so I decided to take matters into my own hands".

Treading the forefront of the men's grooming industry, The Beard Struggle sets a precedent for excellence, emphasizing product quality and ethical conduct as its guiding principles. "We aim to be leaders in the men's grooming industry by setting standards in product quality and ethical business practices." From its modest beginnings, The Beard Struggle has reached significant milestones, establishing its presence online, diversifying its product offerings, and expanding its market reach globally. Babber highlights, "we've achieved rapid growth online, expanded our product line, and built a strong community around our brand."

INDUSTRY IMPACT: LEADING THE CHARGE

The Beard Struggle is a brand built on the belief that quality speaks louder than words. "What sets us apart is our commitment to quality and our Viking-inspired branding that resonates with our adventurous and bold customer base", according to Babber. With core products including beard oils, balms, and washes, these grooming essentials are crafted with care and precision, using only the finest natural ingredients. "We don't cut corners when it comes to quality," reveals Babber. "Every product is made with love and attention to detail." To uphold unwavering standards of quality, the brand maintains stringent control over sourcing and manufacturing processes, conducting regular batch testing, and soliciting customer feedback to ensure consistency and excellence. The Beard Struggle's approach to owning a business and selling grooming products also makes it stand out in the market. Opting for black with accents of gold, brand colors that are simple yet sleek, Babber and his team remain faithful to the Viking theme with product names, website visuals, and even a "Viking Code of Honor" that demonstrates their core values including determination, courage, and honour. "Integrity, customer focus, and sustainability drive our operations. We believe in being transparent with our customers, striving for excellence in customer service, and minimizing our environmental impact." Babber expresses candidly.

THE POWER OF PARTNERSHIP: THE BEARD STRUGGLE AND NEW DIRECTIONS AROMATICS

Along with the company's emphasis on creating a community, any Viking story would demonstrate the truth that no man—or brand—is an island. Through their line of specialized beard products, The Beard Struggle strives to "build a community of beardsmen" and "create a global movement for good" with the help of their charitable partnership with The Midgard Vikings. This same emphasis on community and teamwork is also evident in the symbiotic relationship between The Beard Struggle and New Directions Aromatics. "Our partnership with New Directions Aromatics has been instrumental in ensuring that we use high-quality, ethically sourced essential oils in our products", acknowledges Babber. Leveraging the expertise and resources of New Directions Aromatics, The Beard Struggle has been able to create distinctive, effective products that resonate with its discerning customer base. This collaboration resulted in a product that is widely regarded as the best in its category, thanks to its organic and natural composition. "A memorable collaboration [with New Directions Aromatics] was the development of our beard butter blend, which is currently the best beard butter on the market", Babber proclaims.

EMBRACING THE FUTURE BY ADAPTING AND EVOLVING

The Beard Struggle remains proactive in the ever-changing grooming landscape, adapting to shifting consumer preferences and the demand for environmentally conscious products. Babber underscores their commitment, stating, "The grooming industry is rapidly evolving with a greater emphasis on sustainability and personalized products. We are continuously adapting by investing in eco-friendly technologies and tailoring our offerings to meet changing consumer preferences". This constant striving for evolution translates to new and improved formulations that Babber hints will be released in the near future. When asked about impending product launches, he shares "we are excited for our upcoming line of beard leave-in conditioner, designed to complement our existing products and offering a non-greasy solution for beard conditioning. We trust the high-quality ingredients of New Directions Aromatics to improve on our established formulations and to deliver results". Babber and his team work in-house to stimulate creativity and inspire evolution amongst all departments. "We encourage a culture of innovation by hosting regular brainstorming sessions, supporting continuous learning, and maintaining open channels for feedback and ideas from all team members".

As The Beard Struggle continues to stride forward in its journey, it leaves behind invaluable advice for aspiring entrepreneurs. "Focus on identifying a niche market, understand your customers deeply, and never compromise on the values that define your brand's integrity and quality," advises Babber, encapsulating the essence of entrepreneurial success. These principles, rooted in understanding and integrity, have been fundamental to The Beard Struggle's rise, serving as guiding lights amidst the tumultuous landscape of business. Reflecting on the lessons learned as CEO, Babber emphasizes the importance of resilience, teamwork, and adaptability. "The journey has taught me the importance of resilience, the power of a committed team, and the need for continuous adaptation", he shares.

ONGOING COMMITMENT TO EXCELLENCE AND INNOVATION

Indeed, every setback encountered along the way has been transformed into a steppingstone for growth and improvement. With a steadfast commitment to these principles, The Beard Struggle remains poised to realize its long-term goal of becoming a household name in men's grooming globally, with New Directions Aromatics continuing to play a pivotal role in supporting their journey towards excellence, quality, and innovation.

Follow The Beard Struggle on Instagram @thebeardstruggle to keep up with their latest adventures! 

WANT TO LEARN MORE ABOUT THE WORK WE DO AT NEW DIRECTIONS AROMATICS? READ OUR BLOGS BELOW.

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Untapping the Power of Nature: Essential Oil Extraction Methods
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