Luke Swenson has always had facial hair and has grown every style of beard, from cleanish-shaven to a fully grown beard and even the odd moustache. A former alcohol executive, Luke always felt like he was taken more seriously as a bearded man. However after many years of experimenting and failing with all types of lotions and potions to stop the dreaded beard itch, in 2013 Luke decided to create a range of products to tame his wild beard … and The Bearded Chap was born. This was before the rebirth of the beard as an ultra-popular facial accessory, so Luke was chuffed when sales took off and The Bearded Chap products ended up in over 35 countries across the globe.

Luke spent many months researching and testing different recipes on bearded men and getting the ladies’ approval on the scent to finalise his products. The key to his unique scent is a blend of citrus, spice and forest. The Bearded Chap has even been known to be used by ladies too! This week marks the introduction of a new product to the range, with The Bearded Chap Original Beard Wash being added to the existing Original Beard Oil, Original Beard Balm, Old Time Moustache Wax and Brawny Beard Soap.