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About Us

It’s Been Quite A Voyage...

Much has changed since our humble beginnings in 2014, but our mission has remained the same.

The Beard Struggle Difference

01. Our Mission
Better Is Always Better
We aim to create the best men’s grooming & beard care products in Midgard. We want to become the most innovative, customer-focused men’s grooming company you’ve ever seen.
02. Our Vision
Creating To The Future
We can’t accomplish our goals without the help of a strong, global community of bearded men who share the same vision. That’s why we champion brotherhood, charity, and healthy masculine ideals.
03. Our Values
Code Of Conduct
Much like the Vikings, we make our own destinies and we present our best selves while doing it. We want our customers to feel confident enough to do the same.
Artisan quality

Small Batch In-House Production

While demand has morphed us from a micro-production business to a company that uses two much larger facilities, our goal has remained the same. We aim to provide high-quality products that make you look and feel your best. We know the importance of quality control, and we’ll never let that change — no matter how many facilities we use. In fact, all of our cosmetic products are still 100% hand-made.

Innovation

Powered by Science & Nature

Our Canadian facility also houses a Health Canada approved research & development laboratory. This allows our production team to work closely with our Cosmetic Scientist to innovate & create the next generation of highly-effective, all-natural, evidence-based men's grooming products.

Cruelty-free

Tested on Brand Vikings, Not Animals

We’ve always focused on natural ingredients suitable for everyday use. We test on our own Brand Vikings, not animals — Vikings have a soft spot for our furry friends.

Brotherhood
Creating a Global Movement For Good
We’re all about building a community of beardsmen. It’s a goal we hope to achieve with the help of The Midgard Vikings — a Brotherhood made up of bearded brothers who want to become the best versions of ourselves and make a global impact through charitable acts.

Viking Code of Honor

Determination
You know them as fierce warriors and brutal raiders, but Vikingar were so much more than that. As accomplished traders capable of influencing languages across the oceans, they were proactive. As a whole, Vikings were gutsy innovators, always driven by goals worth chasing. They knew how to get things done and impact the world around them in the process.
Courage
Let’s put it this way: it’s hard to scare off anyone who doesn’t fear death. You couldn’t even blame the Vikings — Valhalla was believed to be a giant hall of honor, full of strong ale, delicious boar, and iron-clad brotherhood. Picture endless raids that they couldn’t lose due to superhuman strength. Who wouldn’t live their best life courageously, knowing that was waiting for them at the end?
Honour
Viking honour was based on one thing and one thing only — staying true. That meant being honest about who they were as individuals, as fathers and husbands, and as friends and brothers. For Vikings, an honorable man was always transparent, capable of leading with both honesty and confidence.
Ready To Sail?

If you’re a modern-day Viking looking to add some much-needed moisture, shine, and softness to your beard, then it might be time to join our clan. Whether you need beard wash, balm, combs, or oils, we have what you need for the raid…

Come, brother, the longship leaves at dawn.