Beard-grooming business is growing

Describe your business.

We create 100 percent handcrafted goods for men — specifically, items for men’s grooming. First, we offer everything you need to grow and maintain a stellar beard and/or mustache — beard oil, beard balm and whisker wax to start.

If facial hair isn’t for you, we also make everything you need to stay clean shaven — preshave oil, shaving soap, razors (real razors … the kind your grandpa used), aftershave and everything in between.

Our artisan products are heirloom quality, the kind of stuff your grandkids will fight over when you’re dead.

What are some of your most popular products?

People are going bonkers for our beard balm. A lot of bearded folks are getting used to the idea of beard oil, but the balm is new and exciting to them. Our hand-turned shaving brushes are really exciting people, too. We use the world’s highest quality badger hair and combine it with the most exotic woods on the planet.

The really cool part for me is that we are doing the harvesting of these ingredients responsibly. For instance, our Brazilian Rosewood shave brush is gorgeous, but the wood is protected. We spend extra time, energy and money to get this wood through reclaimed sources.

What trends are you noticing for facial hair?

Facial hair is becoming more widely accepted. There was a time when regal men sported facial hair, but that time faded in the mid-1900s with the introduction of major razor companies.

My goal is to change the way people think of men’s grooming. It can be extremely manly to pamper yourself with a nice shave or products for your facial hair. Likewise, you can be a successful professional while still rocking a full beard. Beards aren’t just for beatniks and lumberjacks.

How did you get the idea for Tusk & Hide?

When I was in the Air Force, I needed to shave every day. Well, my skin was very sensitive, and it wasn’t holding up to the daily abuse from five-bladed razors and chemical-filled shaving cream. So, I made my own. I developed an all-natural alternative to the expensive products on the market. As this process evolved, I made the best decision of my life and switched to a single-blade safety razor. I noticed incredible relief, and my skin was healthier than ever.

When I exited life in the Air Force, I began to grow my “freedom beard.” With this new beard came new challenges, like the infamous itchy/scratchy beard and “beardruff.” I vowed to solve these problems, too.

Having served in the military, how do you give back to the community now?

I will always be deeply tied to my brothers and sisters in arms. That bond and my professional history as a trauma RN have created a huge love and need to help the men and women who come home less than complete. My partners and I have vowed to support the Wounded Warrior Project. A percentage of every sale we make is donated to the organization.

The mental toll suffered by armed service members, and humans in general, has led to an epidemic of depression and suicide. I am a survivor of the suicide of an immediate relative, and it is a very deep wound that never goes away. Tusk & Hide has vowed to fight suicide — part of which includes supporting members of the Nevada Coalition for Suicide Prevention.

Lastly, we just love NPR, so we support it, too. Without quality, unbiased news, we can never be truly informed.

Who are your customers?

Our intended demographic is men, but we have found a much wider audience. As it turns out, women are just as likely to buy our products, either as gifts or even for themselves.

What makes your business unique?

Our hands create every single item that leaves our shop. From the logo, design, website, branding and packaging to the creation of fragrances, the mixing of ingredients and the shipping of products, we do it.

We also make every effort to be intimately involved in the world around us. I want to personally know my customers, to hear their voice. I am making products for people who expect a lot, and I intend to deliver more than they anticipated. We offer a 100 percent satisfaction guarantee, and that extends to every email we send and every hand we shake. People are good, and we want to be good to people.

What’s the most important part of your job?

Maintaining the big picture. Sure, we’re just making beard oil, but we’re on a path to do so much more. It is my job to dream big. People have told me my entire life to be realistic, but being realistic doesn’t change the world.

What is the hardest part about doing business in Las Vegas?

Establishing a solid foundation of customers is difficult in a transient environment. Constantly having to re-educate potential customers takes time and effort. But at the same time, those people who pass through are like pollen blowing in the wind, and they plant seeds wherever they land.

What obstacles has your business overcome?

There is an overwhelming idea that there is one way to shave, one type of razor, on and on. Our main job is education.

Also, the idea of starting a company as just a few young guys during a recession is scary. We received a lot of doubtful glances and unsupportive smirks. It was very important to us to not only build great products but also build a great brand. A huge challenge was creating a brand that looks like a million dollars but costs nowhere near that.

What have you learned from the recession?

Certain luxuries are just that: luxuries. People can’t buy expensive products when they are struggling to put food on the table. But everybody needs to treat themselves now and then, and little treats like the ones we produce are a great way to feel pampered on a budget.

The other thing I’ve learned is that the economic climate of the country is defined by us ­— small-business owners and consumers. We can’t get scared when things get tough; we need to be strong and fight back.