Vision
With a bold vision to become the leading experiential beard care brand, we’re on a daring pursuit to help brothers across Canada embrace their manes. Our mission is to empower men, one mane at a time, so together, we can form a powerful and proud community that listens, supports, and elevates its brothers.
As we grow, we aspire to form the largest platform that supports a diverse group of resilient men who carry their beards as a symbol of their strength, struggles, and success.
Our meticulously handcrafted, premium products make use of 100% natural, vegan ingredients to assist you on your journey to levelling-up your beard game and harnessing the full potential of your mane.
Invest in your identity
A powerful symbol of perseverance, patience and transformation, we understand that your beard is much more than a status symbol or passing trend. Your mane holds a story that embodies your identity and, therefore, deserves the best possible care. While it may seem straightforward to the untrained eye, beard care is, in fact, a subtle art. The truth is that what you apply to your mane ultimately goes into your skin so crafting a perfectly balanced range that is super effective and intensely nourishing, was a lengthy labour of love and entailed a creative approach, steadfast dedication and a passion for helping brothers to achieve optimal living.
Custom formulated, safety tested and dermatologically certified, you can rest assured that every one of our products is of the highest quality. Containing all-natural vegan ingredients that promote a full, healthy-looking mane, our versatile offering of superior oils, butters, washes and daily essentials was created to assist you in achieving and maintaining a beard that you can feel proud of 24/7/365. What’s more is that our entire range remains homegrown in Canada, manufactured by local businesses who believe in our philosophy. That way, when you invest in one of our products, you’re contributing to strengthening our economy and supporting local industry.
Wear your beard with #LionPride
Your mane is a sign of your uniqueness, the ultimate statement that ensures that you stand out from the crowd. Equally, sporting a mane ties you to a community of brothers from all walks of life who have embarked on a parallel journey. Our bearded brotherhood is made up of men with a purpose who are actively creating a culture where we elevate, support and hold each other accountable – no alpha manes, no judgement – just brothers who recognize their manes as a constant reminder of their growth and evolution.
We believe that every mane holds a story worth telling so we remain firm in our commitment to treating each individual’s journey with respect and exceptional service. Our ethically and sustainably sourced, vegan beard care range is the ideal solution for brothers who value the importance of caring for their beard and is easy-to-use and versatile enough to compliment a range of lifestyles and mane goals.
We know our brothers love a challenge. That’s why we invite you to let stepping into your power with a quality beard care regime become an essential part of your daily ritual.