Beardbrand: Turning a $30 Blog into a $10M/Year Brand

Beardbrand: Turning a $30 Blog into a 7-Figure Brand

In 2012, Eric Bandholz was just another guy passionate about beards. At the time, the world wasn’t exactly embracing the bearded lifestyle—especially not in professional settings. Eric, a former financial advisor, felt like an outsider. But instead of conforming, he built a movement. And it all started with a $30 blog.

The Spark

Eric launched Beardbrand as a simple blog to share grooming tips, style inspiration, and beard care advice. He didn’t start with a product—just content. He wrote consistently, built a small but loyal audience, and positioned himself as an authority in the space. But the real turning point came when he was featured in a New York Times article about the rise of the 'urban beardsman.' That exposure gave Beardbrand its first taste of virality.

From Blog to Business

With growing attention, Eric saw an opportunity. He and his co-founders bootstrapped the business, launching an online store selling beard oils in 2013. No outside investors, no massive ad spend—just organic growth and hustle. They leveraged content marketing, YouTube videos, and a strong brand identity to carve out a niche in the men’s grooming market.

Their branding was crystal clear: Beardbrand wasn’t just selling products; they were selling a lifestyle. They positioned themselves as premium, charging $25+ for a bottle of beard oil when competitors were charging $5. The high price wasn’t a bug—it was a feature. It signaled quality, and customers were willing to pay for it.

Scaling the Brand

Beardbrand focused on direct-to-consumer sales, cutting out middlemen and keeping margins high. They built a strong email list, nurtured their audience, and leveraged organic traffic from their blog and YouTube channel. By 2014, just one year after launching the store, Beardbrand hit $120,000 in monthly revenue. By 2016, they had surpassed $1 million in annual revenue.

Their biggest break came in 2017 when they landed a deal with Target, expanding their reach while maintaining their premium pricing. At their peak, Beardbrand generated over $10 million in annual revenue. With healthy profit margins—often exceeding 50%—the business remained bootstrapped and profitable without external funding.

Their marketing was built around education and community. Instead of hard-selling, they provided massive value through tutorials, beard care guides, and personal branding. This approach created die-hard fans who weren’t just customers—they were brand ambassadors.

Key Takeaways

• Start with Content: Eric didn’t launch Beardbrand with products—he built an audience first. If you create value before you sell, people will trust you when you finally do.

• Niche Down: Instead of being a generic men’s grooming brand, Beardbrand focused on beards. This allowed them to dominate a specific space before expanding.

• Premium Pricing Works: They didn’t race to the bottom on price. They charged more, positioned themselves as the best, and attracted customers who valued quality.

• Own Your Distribution: By focusing on direct-to-consumer sales and email marketing, Beardbrand built a profitable, independent business before ever stepping into retail.

The Lesson for You

Beardbrand is proof that you don’t need investors, massive ad budgets, or even a product to start. A $30 blog turned into a multi-million dollar brand because Eric Bandholz played the long game—building an audience, creating demand, and delivering value before ever asking for a sale.

The question is: What audience are you building today that will fuel your business tomorrow?