I discuss quite a bit on the podcast about enterprise, progress, and fixing issues, however in some unspecified time in the future it’s value stepping again to ask why we’re doing any of this within the first place.
This recap is about Beardbrand (my firm) and our 2025 efficiency: What labored, what didn’t, what was painful, and what made all of it value it.
It’s additionally a reminder to take inventory of your personal priorities — the way you’re allocating your time, vitality, and a focus — and whether or not they align with the life you’re attempting to construct.
The Good
Longtime listeners know that 2023 and 2024 had been extraordinarily difficult for me personally and for Beardbrand. We misplaced some huge cash in 2023 and fewer, however nonetheless significant, in 2024. The excellent news is that in 2025, we turned worthwhile once more.
Trying again, our conservative monetary technique earlier than issues turned unhealthy helped us survive. It allowed us to face up to speedy market modifications and help our employees for so long as doable. That self-discipline helped us climate the storm.
From a progress standpoint, subscriptions have been a serious win. At our lowest level, we had roughly 1,500 subscriptions. We made a targeted effort to rebuild, and just lately we surpassed 11,000 energetic subscriptions. Hitting 10,000-plus provides us predictable income and long-term stability. Churn has remained low, and we’re nonetheless including members weekly, which is encouraging.
One other huge win was discovering the correct success accomplice. After two strikes — together with one close to our producer that didn’t work out — we landed on a small Austin-based supplier. The employees provides white-glove service, takes duty when points come up, and aligns with the client expertise we need to ship. Plus, being native helps. We are able to go to, meet the group, and fine-tune packaging and delivery prices.
Manufacturing has additionally improved. Discovering the correct manufacturing accomplice is a Goldilocks drawback — not too huge, not too small, excellent. One among our supplier-partners found us by way of this podcast. They’ve allowed us to maintain stock lean, place smaller, extra frequent orders, and keep high quality. That’s decreased buyer complaints, lowered stress, and helped us keep away from unsellable stock — a serious contributor to losses in prior years.
Engagement with prospects has improved as we allow them to vote on which limited-edition perfume would turn out to be everlasting.
One other win — we subleased our outsized workplace, a pricey remnant from when our group measurement was at its peak, easing a major monetary burden till the lease ends in 2026.
The Dangerous
The largest hurdle is that the beard care business has shifted from a blue to a pink ocean. A blue ocean is broad open — numerous alternative, little competitors. In the present day, beard care feels saturated and stagnant.
I see this in search information. Phrases like “the right way to develop a beard,” “beard oil,” and “beard balm” are flat or declining. In the meantime, different private care classes reminiscent of shampoo, bar cleaning soap, and cologne proceed to develop. After I take a look at Beardbrand and our high opponents, we’re all flat or down.
One solution to resume progress is with natural content material. We’ve had content material hits and misses, however we haven’t reliably delivered the standard and quantity I need. If we repair it, we are able to deepen relationships with our viewers and stand out once more.
Paid media has additionally been irritating. Like many manufacturers, we haven’t cracked Meta at scale. We’ll discover an advert that works, get excited, then watch it fall flat days later. We’ve hovered round $30,000 a month in spend with out breaking by way of. We just lately began integrating extra data-driven decision-making.
I anticipated income to develop in 2025 after fixing issues from 2023 and 2024. That didn’t occur. We doubtless received’t beat final 12 months’s numbers, which pressured us to make painful staffing cuts — letting go of two long-tenured, unbelievable group members. That was one of many hardest selections I’ve needed to make.
Amazon gross sales have additionally regressed. We’ve labored with the identical company for 3 years, and whereas they’ve executed good work, it appears like we’ve plateaued. We’re planning to change companions.
The Ugly
Total, 2025 was pretty stress-free, which I’ll gladly take. The largest subject was that we bought sued once more. This one got here from a patent troll.
Patent lawsuits are very completely different from the People with Disabilities Act lawsuit, which we selected to combat. We had invested closely in making our website accessible for individuals with disabilities, together with these with imaginative and prescient impairments, and in the end, we had been capable of get that case dismissed.
Patent instances are one other story. The monetary threat of combating is way larger. Defending the ADA lawsuit price roughly the identical as a settlement. Given the place Beardbrand was after a number of years of losses, I swallowed my delight and settled.
What made the choice simpler is that, as soon as settled, a patent holder can not sue once more for a similar alleged infringement. One other celebration would want to carry the identical patent, which is unlikely. I really feel at peace with the selection. The direct-to-consumer neighborhood on X was additionally extremely useful, connecting us with an ideal lawyer, which made the method smoother.
Hopefully, that’s the final lawsuit for some time. We’re doing every little thing we are able to to guard ourselves — up to date privateness insurance policies, cookie consent for pixel monitoring in relevant states, and ongoing ADA audits.
Private Wins and Losses
One among my targets for 2026 is to return to a “revenue first” mindset — constructing a enterprise that’s worthwhile whereas additionally supporting my private life. Over the previous few years, I’ve pulled from financial savings to take care of our way of life. I’m grateful I had that cushion, however I don’t need it to be the norm.
The spotlight of 2025 was a visit to Japan with my 12-year-old daughter. Journey is one thing we each love, and it gave us a shared expertise throughout a fleeting stage of life. This journey felt significant for her and me as she grows into her personal independence. I’m extremely happy we did it.
Well being-wise, it’s been 12 months. I’m rowing once more, lifting persistently, and I averted main accidents. My spouse and children have been wholesome, which I by no means take with no consideration.
I’m additionally profoundly grateful for my buddies — in Austin, on-line, and the broader D2C neighborhood — who’ve helped me navigate difficult moments.
There was a private loss, nevertheless. My spouse and I transferred our last IVF embryo, and it wasn’t profitable. That chapter is now closed after greater than a decade of infertility and loss. I share this as a result of many are going by way of related struggles. You’re not alone.
