Grave Before Shave
Grave Before Shave is a privately held, direct-to-consumer e-commerce brand based in San Bernardino, California, that formulates and sells natural-ingredient beard oils, balms, butters, washes, conditioners, mustache waxes (Fisticuffs sub-brand), grooming accessories, and branded apparel to individual beard enthusiasts, with subscriptions via ReCharge and Amazon marketplace distribution.
- Company typePrivate
- Founded-
- HeadquartersSan Bernardino, United States
- Headcount1–10
- GTM typeB2C
- OfferingHardware or Manufacturing
What Grave Before Shave does
Grave Before Shave is a privately held, direct-to-consumer e-commerce company headquartered in San Bernardino, California, that formulates and sells beard care, mustache styling, and related grooming products and accessories. Its core catalog centers on beard oils (1oz and 4oz formats across 15+ scent blends), beard balms and butters in 2oz and 4oz sizes (14+ balm blends, 12+ butter aromas), beard cream, beard wash and conditioner, plus mustache waxes and pomades sold under the Fisticuffs sub-brand. Supporting lines include body care (foaming hand soap, Bay Rum body wash), grooming accessories (beard brushes, combs, patches), and branded apparel (t-shirts, hoodies, hats, socks). Products are formulated with natural butters and oils (shea butter, mango butter, coconut oil, jojoba oil, argan oil, among others) and explicitly exclude beeswax and synthetic binders, a formulation choice the company positions as reducing brush drag and hair damage.
The company's products are sold primarily through an owned Shopify storefront (gravebeforeshave.com) with a parallel Amazon marketplace presence, fulfilling both within the US (with free US shipping) and internationally (e.g., shipping to England). The business model combines one-time product sales, multi-pack and bundle pricing tiers (e.g., Beard Oil 4-Pack at $42.99, 14-Pack at $124.99; Beard Balm 9-Pack at $99.99; beard care packs ranging $25-$79.99), and a subscription/recurring revenue layer powered by ReCharge that offers a 5% discount for auto-deliveries scheduled every 2-24 weeks. Marketing is conducted through owned channels including an email newsletter with a 20% first-order incentive, organic Instagram and Facebook communities (@gravebeforeshave and @Fisticuffsmustachewax), and customer-review-driven social proof (8,273+ reviews aggregated via Judge.me with individual SKUs scoring 93-98% positive). The company operates with 1-10 employees, has no disclosed institutional funding, and reports no enterprise customers — its buyer base is individual beard enthusiasts, with incidental use by professional barbers and stylists.
Grave Before Shave firmographics
Firmographics- Name
- Grave Before Shave
- Website
- https://gravebeforeshave.com
- Company type
- Private
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Grave Before Shave is a privately held, direct-to-consumer e-commerce brand based in San Bernardino, California, that formulates and sells natural-ingredient beard oils, balms, butters, washes, conditioners, mustache waxes (Fisticuffs sub-brand), grooming accessories, and branded apparel to individual beard enthusiasts, with subscriptions via ReCharge and Amazon marketplace distribution.
- Ownership category
- akta.pro rank
Grave Before Shave industry classification
Industry- Product category
- Men's Grooming Products
- NAICS
- Cosmetics, Beauty Supplies, and Perfume Retailers (456120), Health and Personal Care Retailers (4561), Soap and Cleaning Compound Manufacturing (32561)
- SIC
- Perfumes, Cosmetics & Other Toilet Preparations (2844)
- akta.pro primary industry
- Beard & Mustache Care (Oils, Balms, Waxes, Wash) (CRABAGAC)
- akta.pro secondary industries
- Men’s Bath & Body (Body Wash, Soap, Body Lotion) (CRABAGAH), Men’s Haircare (Beard, 2-in-1, Styling) (CRABABAI), Men’s Grooming Gift Sets & Bundles (CRABAGAL), Barber & Professional Men’s Grooming Products (CRABAGAK)
Keywords
Where Grave Before Shave is headquartered
LocationHeadquarters
- HQ city
- San Bernardino
- HQ country
- United States
- HQ region
- North America
Markets served
Grave Before Shave business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Marketing or Sales, Personnel, Operations, Technology or R&D, Infrastructure
Revenue model
- Direct Product Sales: Revenue generated from selling beard care products (oils, balms, butters, washes, conditioners), mustache waxes, grooming accessories, and branded apparel directly to consumers through their e-commerce platform and Amazon marketplace.
- Subscription (Subscribe & Save): Offers subscription model through ReCharge allowing customers to schedule automatic deliveries every 2-24 weeks with a 5% discount. Provides predictable recurring revenue and customer retention.
- Bundles and Multi-Packs: Revenue from bundled product packages including Beard Oil 4-Packs, Beard Balm 3-Packs, 9-Packs, 14-Packs, and combination bundles offering value pricing over individual items.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Pay-as-you-go | Beard Butter 4oz - $29.99 (Subscribe & Save: $28.49) |
| Unit Pricing | Pay-as-you-go | Beard Oil 4oz Big Bottle - $29.99 |
| Subscription | Pay-as-you-go | Beard Oil 1oz - $14.99 (Subscribe & Save: $14.24) |
| Subscription | Pay-as-you-go | Beard Balm 2oz tins - $17.99 (Subscribe & Save: $17.09) |
| Unit Pricing | Pay-as-you-go | Beard Balm 4oz Big Tins - $27.99 |
| Unit Pricing | Pay-as-you-go | Beard Care Packs - from $25.00 to $79.99 |
| Unit Pricing | Pay-as-you-go | Multi-Pack Oil Options |
| Unit Pricing | Pay-as-you-go | Multi-Pack Balm Options |
| Unit Pricing | Pay-as-you-go | Beard Wash & Shampoo - $24.99 each (16oz) |
| Unit Pricing | Pay-as-you-go | Beard Cream - $19.99 |
| Unit Pricing | Pay-as-you-go | Fisticuffs Mustache Wax - $10.50 to $12.00 |
| Unit Pricing | Pay-as-you-go | Pomade - $16.99 (4oz) |
| Unit Pricing | Pay-as-you-go | Apparel - T-shirts from $23.99, Hoodies $55.99 |
| Unit Pricing | Pay-as-you-go | Body Care & Accessories |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels6 records
Grave Before Shave product offering
Product offeringCore offering
Grave Before Shave manufactures and sells a complete line of men's beard and mustache grooming products — including beard oils, balms, butters, creams, washes, conditioners, mustache waxes, and pomades — formulated with natural ingredients (no beeswax or synthetic binders). The company also offers grooming accessories (brushes, combs) and branded apparel (t-shirts, hats), with multiple scent blends across each product line, sold direct-to-consumer online and via Amazon, and supported by a Subscribe & Save subscription program.
Product overview
Grave Before Shave is a beard and mustache grooming products company offering a comprehensive portfolio centered around beard care essentials. The core product lineup includes Beard Oils (1 oz. and 4 oz. big bottle formats with 15 scent blends), Beard Balms (2 oz. tins and 4 oz. big tins with 14 scent options), Beard Butter (4 oz. container with 12 aroma choices), and Beard Cream (4 oz. big bottle). Supporting products include Beard Wash/Shampoo, Beard Conditioner, Beard Wash & Conditioner Packs, Mustache Waxes, and Pomades under the Fisticuffs sub-brand. The company also offers grooming accessories (beard brushes, combs), body care products (body wash, foaming hand soap), and branded apparel (t-shirts, hats, bandanas, socks). Products are available in various scent profiles including OG, Pine, Bay Rum, Gentlemen's Blend, Cigar, Headhunter, Caramel Mocha, Outdoorsman, Tequila Limon, Aphrodisiac, Teakwood, Pumpkin Smash, Voodoo, and Liquid Gold. The company operates an e-commerce platform with subscription options and ships internationally.
Differentiator
Problem solved
Functional benefit
Brands
- Fisticuffs: Mustache wax brand also sold through the Grave Before Shave store
Products and services
- Grave Before Shave Beard Oil 1 oz.
- Grave Before Shave Beard Oil 4 oz. Big Bottle
- Grave Before Shave Beard Balm 2 oz.
- Grave Before Shave Beard Balm 4 oz. Big Tin
- Grave Before Shave Beard Butter 4 oz.
- Grave Before Shave Beard Cream 4 oz. Big Bottle
- Grave Before Shave Beard Wash Shampoo 16 oz.
- Grave Before Shave Beard Conditioner 16 oz.
- Grave Before Shave Beard Wash & Conditioner Pack
- Fisticuffs Mustache Wax
- Fisticuffs Tuff Hold Pomade 4 oz.
- Fisticuffs Bay Rum Body Wash 12 oz.
- Grave Before Shave Beard Brush
- Grave Before Shave Beard Brush and Comb Combo
- Grave Before Shave T-Shirts
- Grave Before Shave Hats
- Grave Before Shave Beard Oil Sample Pack
- Large GBS Balm and Oil Beard Pack
- Grave Before Shave Beard Oil Multi-Pack Options
- Grave Before Shave Beard Balm Multi-Pack Options
Quantifiable outcome
- Products consistently receive 93-98% positive review ratings across major SKUs with thousands of reviews
- +2 more outcomes
Companies that use Grave Before Shave
Customer profileNamed customers6 records
Segments1 record
Ideal customer profiles2 records
Grave Before Shave technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Grave Before Shave partnerships and signals
Strategic signalPartnerships
Three partnerships are on record, tiered core.
- ReCharge PaymentscoreSubscription management and recurring billing platform powering their Subscribe & Save program. Allows customers to set up automatic deliveries on flexible schedules (every 2-24 weeks) with 5% discount. Critical infrastructure for their subscription revenue stream.
- AmazoncoreMarketplace distribution channel for products including beard butter, beard oils, and beard care packs. Products appear on Amazon with dedicated product imagery and reviews. Some quality control issues noted for Amazon warehouse storage affecting product consistency.
- Judge.mecoreProduct review platform powering their customer review system displaying 8,273+ reviews across products. Collects and showcases verified customer reviews on product pages.
Scale indicators4 records
Recent moves6 records
Expansion highlights6 records
Grave Before Shave competitors and assessment
Company assessmentDirect peers
- CanYouHandlebar: CanYouHandlebar focuses specifically on mustache wax and beard care products through DTC channels. It overlaps directly with GBS's Fisticuffs mustache wax line and broader beard care assortment.
- Live Bearded: Live Bearded is a DTC men's beard and mustache care brand offering oils, balms, washes, and styling products. It competes directly with GBS on product category, channel (DTC e-commerce), and target customer (men with beards seeking grooming products).
- Beardbrand: Beardbrand is a leading direct-to-consumer men's beard care brand offering beard oils, balms, washes, and grooming tools with strong brand storytelling. It competes head-on with Grave Before Shave in the same DTC beard care niche, overlapping product lines and customer demographics.
- Honest Amish: Honest Amish sells premium, all-natural beard oils, balms, and washes through a similar direct-to-consumer e-commerce model with an emphasis on natural/organic ingredients. It is a direct comparable in positioning, ingredient philosophy, and customer base.
- Mountaineer Brand: Mountaineer Brand sells beard oils, balms, washes, and waxes through DTC channels with a focus on natural ingredients. It is a direct peer in the beard care product category with overlapping SKUs and a similar small-batch craft positioning.
Broad incumbents
- Duke Cannon: Duke Cannon is a larger men's grooming brand selling soaps, washes, and beard products through mass retail (Target, Amazon, etc.). It is a broader incumbent in men's grooming that overlaps with GBS in beard wash and body care categories.
- Bulldog Skincare: Bulldog is a wider men's skincare and grooming brand offering beard care among other products. It overlaps with GBS in beard wash and men's grooming but operates at a broader category and international scale.
- Every Man Jack: Every Man Jack offers a broad men's grooming portfolio including beard care, body wash, and skincare distributed through mass retail and DTC channels. It competes with GBS in men's body wash and beard adjacent categories at a broader scale.
Emerging players
- Scotch Porter: Scotch Porter is an emerging men's grooming and beard care brand offering beard balms, oils, and washes through DTC channels. It is a smaller, partially overlapping peer in the natural men's beard care category.
- Stubble & Co: Stubble & Co is an emerging men's grooming brand offering beard care and related products through DTC channels with a modern design-led brand. It competes in the same beard care niche but with a smaller, more design-forward positioning.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks6 records
Key highlights7 records
Customer concentration
Grave Before Shave social profiles
Digital presenceGrave Before Shave financial estimates
Financial estimateRevenue estimate
Valuation estimate
Grave Before Shave leadership team
Management profileNumber of profiles
Profiles1 record
Grave Before Shave funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Grave Before Shave M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Grave Before Shave
What does Grave Before Shave do?
Grave Before Shave manufactures and sells a complete line of men's beard and mustache grooming products — including beard oils, balms, butters, creams, washes, conditioners, mustache waxes, and pomades — formulated with natural ingredients (no beeswax or synthetic binders). The company also offers grooming accessories (brushes, combs) and branded apparel (t-shirts, hats), with multiple scent blends across each product line, sold direct-to-consumer online and via Amazon, and supported by a Subscribe & Save subscription program.
Is Grave Before Shave a public or private company?
Grave Before Shave is a private company. It is classified as unknown and is currently operating.
When was Grave Before Shave founded?
Grave Before Shave was founded in -1. It employs 1 to 10 people.
Where is Grave Before Shave based?
Grave Before Shave is headquartered in San Bernardino, United States, in the North America region.
How does Grave Before Shave make money?
Three revenue lines are on record. Direct Product Sales are the primary driver. The others are subscription (Subscribe & Save) and bundles and Multi-Packs.
Who are Grave Before Shave's main competitors?
Direct peers on record are CanYouHandlebar, Live Bearded, Beardbrand, Honest Amish and Mountaineer Brand. Broad incumbents are Duke Cannon, Bulldog Skincare and Every Man Jack. Emerging players are Scotch Porter and Stubble & Co.
Does Grave Before Shave have an API?
No public API is recorded for Grave Before Shave.
What industry is Grave Before Shave in?
Grave Before Shave's product category is Men's Grooming Products. Its primary akta.pro industry code is CRABAGAC, Beard & Mustache Care (Oils, Balms, Waxes, Wash), with a secondary code of CRABAGAH, Men’s Bath & Body (Body Wash, Soap, Body Lotion). Its NAICS code is 456120 and its SIC code is 2844.