About Us

It Started With a Scent.

In 2015, at a flea market in Ontario, Canada, I came across a small vial of vanilla and tobacco fragrance at an incense stand.

I smelled it and immediately thought:

This is the scent.

There was no brand plan behind it. No focus group. No trend report. Just a fragrance that stopped me in my tracks.

Over the months that followed, we set out to recreate what had captured my attention that day. The result became Vanilla Tobacco, the first scent ever created for Beard of God.

Over the years, that original fragrance went through a few names and iterations before eventually receiving the name that suited it best: Sweet Vanilla Tobacco.

It remains part of Beard of God today — a direct connection to where this all began.

What started with one scent in Ontario has since grown into an extensive collection of men's grooming products and distinctive fragrances. More than a decade later, the approach remains the same: small batch, crafted to order, and made with character.

The Early Days · Canada · 2015/16

With my friend Jeff during the earliest days of Beard of God. As the first products took shape, his verdict was simple: “There’s nothing else like this on the market.”