As a young dude with a beard, I'm inundated by companies trying to sell me manly, masculine, macho man man's soap from every angle. This one, for me, is a winner without even half the gimmick. The beard wash makes my beard softer IMMEDIATELY; it's a difference I can feel before I even get out of the shower. In my pack, I also grabbed the Voodoo Blend beard oil and beard balm. After applying the oil to my beard and face, my palms are still slick unlike when I apply some watered down, mass-produced products. This company says they make great products for beards, then they actually do it. As long as that remains the same, I'll be first in line with a fistful of cash. Thanks for reading, and thanks GBS. :)