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The Faces of Beardsgaard • Frostwood

Posted on March 02 2017

The faces of Beardsgaard series takes you inside the story and the world of each of our products ~ our real live regular clients, cut by the barbers of Beardsgaard, groomed by River Peak Apothecary, on location, dressed by stellar clothing brands or fashionably cosplayed. Journey to our realm, nerds.


The human animal has five senses, but only two of them pass through the portion of the mind linked to emotion and memory. Of the five, only taste and smell can instantly bring to you faraway and long ago places.
A favorite childhood treat baking in the oven.
The way a favorite aunt's house sometimes smelled like something heady you couldn't identify until you were a teenager.
The exact scent of the leaves underfoot that afternoon of your first kiss.
It is for this simple reason that we made a whole year of the scents of the seasons, so that you can change along with them.

Frostwood is for: Pristine, icy days in the deep woods under endless slate grey skies.


Having created the world of Beardsgaard, you can imagine that when we decided to delve deeper into our craft and introduce our own product line, we felt we also needed to delve deeper into the mythology we had been creating amongst ourselves.
We already had the map of the Realm on the wall, after all. So when it came to creating the scents of our beard oils, we first looked to the seasons that our corner of the world gets in abundance, all from natural sources.
And then came the names, which get added as locations on the map, each with a mythology all its own.

Our beard oils are created by barbers to tame the most Ent-like beards of the thousands we encounter, but more than that, they tell a story.

This is the story of Frostwood.


The mythology of the realm of Beardsgaard grows and grows. And we do not speak of some metaphorical mythos of a business, we actually started writing origin stories, and kept writing.


This is Brian Busch, a client and near-member of the family since he first walked into Beardsgaard.
He took one look at the Schorem posters, the empty bottle of Laphroiag on a shelf, heard the strains of Tom Waits on the radio, and declared himself home.
He is also responsible for the illustrations you see on our product packaging, as well as the mural on the wall of our shop that maps out the realm of Beardsgaard.
We seem to have an artist theme among our models, don't we?
There’s more to the story, including the locations we used here, in the Frostwood IRL post on the Beardsgaard Barbers blog.


Because we kept hoping for snow and kept being disappointed by the complete lack of it this year, we didn't get together with a clothing designer until spring fashion was just about to hit the racks. With the prospect of no snow and no wardrobe on the horizon, we had to improvise.
The story of Frostwood was getting more epic in the writing by the line, and we were going to have to do some heavy editing to our images to make the mystical but most definitely not wintery setting into what we had in mind when we created the Frostwood scent.

So we turned to our favorite costume house down the road, the massive art deco building wing full of theater and vintage pieces because the archmage of our story definitely required a selection of capes.

Capes from All Dressed Up Costumes in Batavia, Illinois


Translucent frosted firs above and a crisp blanket of nettles below, breath and wind and the crack of bending ice are all that stir in the lengthening shadows of the living ancient wood.

Let us take you there.
And then see the real world to River Peak's fantasy on the Beardsgaard Barbers blog.



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