Our New Cologne Elixir Format – Materials, Performance & Founder Decisions

This week inside Insider Labs, we’re closing in on some of the biggest decisions behind our new cologne format. Not just how it looks, but how it performs, how it’s worn, and how it fits alongside what we already make.

This isn’t about launching a scent.
It’s about launching a new way to wear scent within The Beard Struggle.

The Label: Built Like a Plaque, Not a Sticker

One of the most important elements we’ve been working through is the label system.

Most fragrance labels are decorative. Paper. Glossy. Disposable.

That’s not our lane.

The direction we’ve locked in is a rigid, plaque-style applique label:

Matte black, low sheen
Thick, structured substrate (not paper)
Embossed logo with metallic gold accents
Debossed scent name
Subtle texture you feel before you read

The goal is simple:
If it doesn’t feel premium in-hand, it doesn’t make the cut.

One Bottle. Eight Scents.

This new cologne format will launch with eight different scent options.

The bottle, label architecture, and presentation stay consistent.
The scent is the variable.

That discipline matters:

Keeps the product iconic and recognizable
Avoids SKU chaos
Makes the experience about choosing your profile, not deciphering packaging

Elixir vs Roll-On Cologne Oil (Important Distinction)

A lot of you already use our Roll-On Cologne Oils, so it’s important to clarify:

This new cologne format is not replacing the oil.
It’s designed to do something different.

Roll-On Cologne Oil

Skin-close wear
Lower projection
Longer intimacy window
Precision application to pulse points
Best for:
- Daily wear
- Office settings
- Close-range encounters
- Controlled scent presence

Cologne oil is about longevity and control, not reach.

Elixir (This New Format)

Higher concentration
Alcohol-based diffusion
Stronger projection
Wider scent trail
Designed to:
- Carry in the air
- Be noticed before you speak
- Make presence felt

Elixir is about projection and impact.

Why Both Exist (And Why They Work Together)

These formats are meant to coexist, not compete.

Some of us will:

Wear Elixir alone for nights out or events
Wear oil alone for everyday use
Layer oil first, Elixir second for depth and control

Layering works because:

The oil anchors the scent close to skin
The Elixir projects on top without burning off too fast

Different tools. Different situations.

Elixir First. EDP Is Still on the Table.

Right now, this format is being developed as an Elixir.

That’s intentional:

Higher concentration
Stronger projection
More deliberate wear

We’re not ruling out an Eau de Parfum (EDP) version later.

If EDP happens, it would exist for:

Daily wear
Slightly softer projection
An easier entry point into the scent profiles

What it won’t be:

Rushed
Watered down
Released just to fill a gap

If it earns its place, it launches.

Founder’s Edition Thinking

We’re also developing a Founder’s Edition tied to pre-orders.

Same bottles. Same scents.
Elevated presentation.

What makes it different lives in the box and artifacts, not the bottle:

Founder’s Edition box
Forged, numbered challenge coin (limited to 777)
Coin is the only numbered element
Ritual-style unboxing

The coin is the mark.
The box is the vessel.

Why We Share This Inside Insider Labs

This is where we show the thinking before the launch.

You’re seeing:

Why formats exist side-by-side
How performance dictates design
How we avoid confusing overlaps
How decisions are made before they’re finalized

Nothing here is accidental.
Everything is being pressure-tested before release.

Next inside the lab:

Final label material confirmation
Founder’s Edition box details
Coin design direction
Locking which scent profiles lead the launch

If you’re here, you’re early.
And that matters.