A pack of beard oil bottles and a card promoting a beard oil sampler pack for $25, displayed on a beige tablecloth.
A blue glass bottle with a black dropper cap on a wooden surface, featuring a label with a skull illustration and text about beard oil.
Shelf with grooming and skincare products, including beard balm and mustache wax, in black containers with a skull logo and text, displayed in a wooden cabinet.
Four bottles of beard oil with black labels and dropper caps, labeled with different scents: The Woodsman, Bay Rum, Date Night, and Boardroom, placed on a wooden surface.
A woman sitting at a booth selling oils at an event. The booth has a black tablecloth with a large skull logo and text, and is decorated with small Christmas ornaments and a small Christmas tree. The woman is smiling and wearing glasses, with a menu and products displayed in front of her. In the background, there is a house with red and white siding, a window, and a door.

Our Story

On The Regular started with a complaint.

My husband, Nick, had tried plenty of beard oils, but he kept running into the same problems—they were runny, the scents weren't great, and they didn't seem to do much for his beard. I figured I could make something better.

I've always been the kind of person who researches ingredients and looks for simpler, more natural solutions, so I started experimenting with oils, learning what each one brought to the formula, and figuring out what actually worked. Eventually, I handed Nick my first finished blend: Boardroom.

He tried it and said, “You should sell this.”

And that's how On The Regular began.

A man with glasses, a beard, and a cap, and a woman with glasses on her head, smiling and taking a selfie together at an outdoor setting.
Person pouring yellow liquid into small cup at a lab or workshop setting with bottles, containers, and equipment on shelves and table.
A woman with blonde hair wearing glasses, a plaid shirt, and jeans is standing by a stainless steel , stirring or checking its contents. Behind her, there is a window with purple curtains, a wall with a photo collage frame, and some bottles on a table.

Built With Real Feedback

From the beginning, we’ve never developed our products in a vacuum. Some of our best ideas have come from putting them in the hands of real people and listening to what they have to say.

When I started developing The Woodsman, I knew the kind of scent I wanted—woodsy, masculine, and distinctive—but I was still figuring out how to get there. Our friend Sam, owner of Sunnhaus Brewing Project, had already been one of my willing test subjects for Boardroom and Date Night. As a brewer with a particularly sensitive nose, he also happened to be pretty useful when it came to scent.

I described what I was trying to create, and Sam started naming scents he knew men liked: sandalwood, vetiver, patchouli, among others. Vetiver caught my attention.

Later in development, I brought the finished blend back to Sam for wear testing.

Turns out, I did pretty good.

And that process stuck. We still listen—to the people who test our products, the customers who use them, and sometimes the person who walks up with a car freshener and says, “Can you make something that smells like this?”

Because good products can start with an idea. Better products come from paying attention.

Shaped by People Who Use It

Listening didn’t stop with friends helping us test early blends. As On The Regular grew, our customers became part of the process too.

One of those customers, David, had a scent he loved and wanted for his beard oil. He brought us a car freshener and asked if we could create something similar. It had that clean, familiar barbershop feel—somewhere between fresh aftershave and shaving cream. So I went to work, experimenting with different notes until I could capture the character of the scent he was looking for.

Other feedback has changed how we offer our products. Customers wanted a way to try our scents without committing to a full-size bottle, so we created the Discovery Pack—five smaller beard oils that let you explore the lineup and find your favorite first.

That’s become part of how we do things at On The Regular. We create, test, listen, adjust, and keep improving. Some ideas start at our workbench. Others come straight from the people using what we make.

If there’s a better way to do something, we want to hear it.