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The Faces of Beardsgaard • Frostwood

Posted on February 23 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, often just off the beaten path.

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.

The moment your footfall loosens the snow from the evergreen branches above.

The old moss frozen under the frost near the edge of a deep forest.

The way you could tell blindfolded when you passed the threshold from a spruce plot to an oak grove.

It is for this simple reason that we made our grooming products in 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 grooming goods, we first looked to the seasons that our corner of the world has in abundance, all from natural sources.

And then came the names, which are added as locations on the map, each with a mythology all its own.

Our beard oils, balms and butters 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.

In the Frostwood mythology, there is an unassuming human, who, unbeknownst to him, carried the Blood of the Firsts of each of the races of the realm, allowing him to unite all of the stones of power in the lands. It took him his whole life and to every corner of the world, ended up with a squirrel down his pants, and his own grandma nearly ate him, but it was a fine adventure through and through.

Keep up with the story as it unfolds right here.


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?

This was the first of these photo shoots we began to dip into fantasy costuming with cloaks, which started a bit of a trend. Said cloaks were furnished by local gem All Dressed Up Costumes



Who doesn't love a tree zoo? Much like a zoo, at Morton Arboretum, you walk through exhibits of trees from all over the world, and my are there trails to walk. Sometimes there are even giant trolls.

For two years we were on the lookout for snow, and as had been the case for some time, the weirdly mild Middle West winters just kepts on coming, with naught more than a dusting of snow at a time that melted by the mid day. Eventually we decided we were just going to go out and do it.

One day we are committed to recreating this shoot on the west coast where the trees grow big, somewhere north of where Brian lives now, storyboarding in Hollywood. With all the other shoots that have been completed between this one and the next, we're going to create a scene so epic next time it will leave the Arboretum in the dust.


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.



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