What Wild Willies does

Wild Willies is a men's beard care and grooming brand that sells a broad product portfolio including beard oils (Liquid Gold, Beard Elixir, Hemp Beard Elixir), beard butters and balms, beard washes and softeners with PROGRO, beard growth supplements (gummies and capsules with BioSitol ASX Complex), topical growth serums, derma rollers, shave products (Shave Lube, Shave Soap, safety razors), face and body care (Rugged Clean Body Bar, True Cleanse Face Wash, Tough Scrub, Smooth Face Moisturizer w/ SPF), grooming tools, and a small branded apparel and lifestyle line. The company was founded in 2016 and is headquartered in Alpharetta, Georgia, with 11–50 employees; its end customers are individual men seeking beard growth support, styling, moisturizing, and itch relief.

The brand's technical differentiation rests on three proprietary formulations: BioSitol ASX Complex (Choline bitartrate, MSM, and Inositol) used in the Beard Growth Supplement to support facial-hair growth; CitroComplex Technology in Liquid Gold beard oil, which is positioned to lock in moisture while providing UV/heat protection; and the PROGRO formula used across the Beard Wash and Beard Soft conditioning products. Products are sold through the brand's Shopify-based DTC storefront, the Amazon marketplace, and physical retail partnerships with Walmart, CVS, H-E-B, Kroger, Safeway, Albertsons, ShopRite, Raley's, Meijer, T.J. Maxx, Marshalls, Best Buy, and Bed Bath & Beyond. A subscription service on core SKUs (Beard Growth Supplement, Shave Lube, Hemp Beard Elixir) provides recurring revenue at approximately 10% off versus one-time purchases, with delivery cadences of monthly to every 2–3 months and the ability to pause, skip, or cancel.

The go-to-market motion is product-led: an interactive beard quiz drives mid-funnel conversion, the Beardology blog and SEO drive top-of-funnel organic traffic, and the brand runs an active social presence on Facebook, Instagram, TikTok, and YouTube supplemented by email capture (20% first-order incentive) and earned media coverage in Forbes, BuzzFeed, Medium, Gearmoose, Everyday Carry, and Vulkan Magazine. The brand advertises 26,489+ verified 5-star reviews and was ranked #22 on the 2021 Inc. 5000 list (#5 in Health, #2 in Georgia). According to industry sources, Wild Willies was acquired by Procter & Gamble in 2024, bringing the brand into P&G's personal care portfolio.

Name

Wild Willies

Legal name

Wild Willies Brand LLC

Website

https://wild-willies.com

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

11–50 employees

Short description

Wild Willies is a men's beard care and grooming brand selling proprietary beard oils, growth supplements, shave products, and grooming tools via DTC e-commerce, Amazon, and major U.S. retail chains; acquired by Procter & Gamble in 2024.

Ownership category

akta.pro rank

Product category

Men's Grooming Products

NAICS

Cosmetics, Beauty Supplies, and Perfume Retailers (456120)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

Beard & Mustache Care (Oils, Balms, Waxes, Wash) (CRABAGAC)

Keywords

• Men's beard care
• Beard growth supplements
• Men's grooming products
• Beard oils butters
• Men's skincare products

Headquarters

HQ city

Fairbury

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Marketing or Sales, Operations, Personnel, Technology or R&D

Revenue model

1. Direct E-commerce Sales: Wild Willies generates primary revenue through direct-to-consumer sales via their Shopify e-commerce platform at wild-willies.com. Customers purchase individual products or bundles at one-time prices.
2. Subscription/Recurring Revenue: The company offers subscription options for core products (Beard Growth Supplement, Shave Lube, Hemp Beard Elixir) with approximately 10% discount. Subscriptions deliver every 1-3 months and can be paused, skipped, or cancelled anytime.
3. Retail/Distribution: Revenue generated through distribution partnerships with major retailers including Walmart, CVS, Amazon, H-E-B, Kroger, Safeway, Albertsons, ShopRite, Raley's, Meijer, and others across North America.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels5 records

Core offering

Wild Willies designs, manufactures, and sells men's beard care, beard growth, shave, and skin & body products, including beard oils, butters, washes, growth supplements, serums, safety razors, face washes, moisturizers, and body bars. Products are sold direct-to-consumer via a Shopify e-commerce site and subscription model, as well as through Amazon and major U.S. retail chains.

Product overview

Wild Willies is a men's beard care and grooming brand offering a broad portfolio of products across beard care (oils, balms, butters, washes), beard growth (supplements, serums, derma rollers), skin & body care (body bars, face washes, moisturizers, shave products), and lifestyle/apparel items. The brand's core products center on beard oils (Liquid Gold, Beard Elixir, Hemp Beard Elixir), beard conditioning products (Beard Butter, Beard Scruff Tamer), beard growth products (Beard Growth Supplement in gummies/capsules, Beard Boost Serum, Derma Roller), and shave products (Shave Lube, Shave Soap, safety razors). These are sold both individually and bundled into themed kits (Beard Starter Set, Game Changer Kit, Beard Growth Kit, Beard Essentials Kit, Complete Beard Kit, Beardruff Relief Kit, Groom Your Beard Kit, Arsenal Mens Grooming Kit, Expert Grooming Kit, Derma Roller Set, Santa's Beard Bundle, Beard Soft & Clean Combo, Fuel Your Beard Set). The brand also extends into skin & body care (Rugged Clean Body Bar, True Cleanse Face Wash, Tough Scrub, Post Shave Balm, Smooth Face Moisturizer w/ SPF), grooming tools (Beard Straightener 2.0, The Better Brush, The Trim Trap), lifestyle accessories (.50 Cal Bottle Opener, Splash-proof Bluetooth Speaker), and branded apparel (Resting Beard Face Hoodie and T-Shirt). Products are cruelty-free, made with natural ingredients where possible, and sold via the Wild Willies e-commerce site and major retail partners including Walmart, CVS, Amazon, H-E-B, Meijer, Kroger, Safeway, ShopRite, and Albertsons. The brand was ranked #22 on the Inc. 5000 list, #5 in the Health industry, and #2 in Georgia, and was acquired by Procter & Gamble.

Differentiator

Problem solved

Functional benefit

Products and services

• Liquid Gold Beard Oil A silicone-based beard oil powered by Argan Oil, Jojoba Oil, Castor Seed Oil, and Sunflower Oil, offering all-day hydration, UV/heat protection, and a smooth matte finish. Features CitroComplex Technology.
• Beard Oil (Beard Elixir) A hydrating and softening beard oil available in Sandalwood/Original, Cool Mint, and Bourbon Cedar scents, made with 10 natural vitamins and organic essential oils.
• Beard Butter A beard balm/butter offering hydration with a matte finish and mild hold for styling, containing 13 natural ingredients and organic essential oils in Original, Cool Mint, and Bourbon Cedar scents.
• Beard Scruff Tamer A leave-in conditioner that soothes itchy skin under the beard using Japanese Green Tea Extract and Aloe Vera Gel, with Sweet Almond, Avocado, and Sesame seed oils.
• Rugged Clean Body Bar A dual-action charcoal body bar for men with four masculine scents (Coastal Drift, Sunrise Ridge, Aspen Trail, River Mist) that washes away sweat and provides odor protection.
• Shave Lube A premium shave product fortified with Caffeine, Jojoba, and Eucalyptus that reduces redness, calms skin, and provides antioxidant-rich hydration for a smooth shave.
• Shave Soap A citrus-scented shave soap bar providing over 30 hydrating shaves with a rich, conditioning lather that cleanses, tones, and revitalizes skin.
• Smooth Face Moisturizer w/ SPF An SPF 30 face moisturizer designed for men to protect skin from sun damage while keeping it hydrated and smooth.
• Post Shave Balm A post-shave balm to soothe and calm skin after shaving, leaving it refreshed and moisturized.
• True Cleanse Face Wash A daily face wash designed for men to cleanse skin and remove dirt and impurities.
• Tough Scrub Face Wash Exfoliator An exfoliating face wash that removes dead skin cells and unclogs pores for a deeper clean.
• Beard Growth Supplement An ingestible beard growth supplement (gummies or capsules) with proprietary BioSitol AsX Complex (Choline bitartrate, MSM, Inositol) and Biotin to support beard growth from within, with results typically seen in 90 days or longer.
• Beard Boost Serum A topical beard growth serum designed to stimulate and support beard growth when applied directly to the beard and skin.
• Derma Roller A derma roller tool for beard care that helps improve product absorption and stimulate beard growth through microneedling.
• The Better Brush A high-quality round brush designed for beard styling and grooming on both wet and dry hair with gentle bristles to prevent damage.
• Heritage Precision Adjustable Razor A precision adjustable safety razor for a close, customizable shave.
• Legacy Safety Razor A classic safety razor for wet shaving, designed for durability and a smooth shave.
• Hemp Beard Elixir A beard oil featuring Hemp Seed Oil as its primary ingredient for deep moisturizing, available in Wild Vanilla Spice scent.
• Beard Soft (with PROGRO) A beard conditioning product with PROGRO proprietary blend designed to soften and nourish beard hair.
• Beard Wash (with PROGRO) A beard shampoo with PROGRO that removes dirt and grime while preparing the beard to better absorb subsequent beard care products.
• Full Beard Thickening Cream A topical cream designed to give the appearance of a fuller, thicker beard by thickening existing beard hair.
• Beard Growth Kit A bundled kit combining the Beard Growth Supplement (gummies) with other growth-supporting products to tackle beard growth from multiple angles.
• Groom Your Beard Kit A grooming kit including safety razor, grooming shears, comb, boar bristle brush, Shave Lube, Post Shave Balm, and Canvas Dopp Bag for a complete beard grooming experience.
• Arsenal Mens Grooming Kit A mens grooming kit providing essential tools for beard and facial hair care.
• Beard Essentials Kit A kit designed to keep beards nourished, clean, soft, and straight, including beard wash, conditioner, oil, and a heated brush for styling.
• Complete Beard Kit A comprehensive beard kit providing all essential products and tools for complete beard care and styling.

Quantifiable outcome

• 26,489+ verified 5-star reviews across products
• +2 more outcomes

Named customers4 records

Segments3 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Scale indicators4 records

Recent moves5 records

Expansion highlights5 records

Market position

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UC1z9IZ_8u45o7zLFxZ_cXIw
• Facebookfacebook.com/thewildwillies
• Instagraminstagram.com/wild_willies
• TikToktiktok.com/@wild_willies_hq
• Xx.com/wild_willies
• LinkedInlinkedin.com/company/wild-willies

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Wild Willies