About

Why Beardsage Exists

There’s a quiet moment most mornings before the house wakes up.

The mirror is still fogged from the shower. The sink light is a little too bright. Sometimes there’s a tiny oil spill on the counter from the night before.

Oil in the palm. Rub. Work it into the beard. Slow breath out.

For a few minutes, nothing else exists.

I’m Jose, the founder of Beardsage, and for me, that ritual became more than grooming. It became grounding. A reset. A way back to myself. A way to claim a small pocket of calm before the day started asking things from me. The scent mattered. The feel mattered. The act of slowing down mattered.

It was never about looking flashy.
It was about showing up intentionally.

That’s where Beardsage really began.

The Beard That Changed How I Saw Myself

I didn’t grow my beard to make a statement. It just… happened.

And then something else happened alongside it.

I started to see myself differently.

In my early 40s, I was carrying a quiet kind of fear I didn’t talk about much. Fear of going for more. Fear of stepping into bigger rooms. Fear of being seen. I’d dismiss my own strengths without even realizing I was doing it.

Growing my beard—and caring for it—did something subtle but powerful. It gave me a sense of control over my image. It made me feel more grounded. More deliberate. More present.

That confidence spilled into other parts of my life.

I went for a promotion I probably would’ve been too afraid to go for before. The fear was almost paralyzing—but looking back, I know God was working on my character, giving me the courage to move even when I didn’t feel ready.

The beard wasn’t the cause. It was an outgrowth of that rising self-confidence. I no longer felt the need to mold my image to what I thought the world expected of me. The beard became a marker of who I was becoming. It became a visible symbol of my self-worth—a companion to the change already happening inside me.

And then one day, after I got the promotion, an executive at my company shook my hand and said:

“It’s the beard!”

We both laughed. But inside, something landed.

It felt like validation. Like maybe someone else saw in me what I was finally starting to see in myself.

Challenging the Idea of What “Professional” Looks Like

Somewhere along the way, I realized I was pushing back against an old idea.

The idea that facial hair isn’t professional.
The idea that to be taken seriously, you have to shrink or smooth out parts of yourself.
The idea that polish only comes in one narrow shape.

I didn’t change the beard. I changed how I kept it.

Clean lines. Healthy texture. Subtle, grown-man scents. No greasy shine. No novelty fragrances. No chaos.

Same beard. Different energy.

And the way people responded taught me something important:

You don’t have to erase your identity to be respected.
You just have to show up in it intentionally.

The beard became a way to take control of my image. A way to project confidence, professionalism, and presence—without pretending to be someone I wasn’t.

It helped me rise above limitations I had quietly accepted for years.

The Ritual, the Scent, and My Roots

Scent has always done something to me.

It doesn’t just smell good—it goes places.

The soft drumming of rain on the metal roof over my uncle’s backyard hammock.
The sound of coquí frogs singing into the night breeze.
A street vendor cracking open a coconut with a machete and handing it to you ice-cold.
Sunlight. Ocean air. History in the walls of neighborhoods in Mayagüez and Santurce.
The place where my parents’ love story started.
A place I only lived briefly as a child—but carry in my bones.

I wanted Beardsage to honor that.

Not in a loud, gimmicky way. Not in a caricature. But in a grounded, soulful way—through ingredients, through warmth, through scent profiles that feel transporting instead of synthetic.

I wanted the oils to feel rich and calming. Familiar but elevated. Rooted but modern.

Three Years, Two Missions, One Standard

I didn’t wake up one day and decide to start a brand.

I spent three years blending. Tweaking. Rebuilding formulas. Obsessing over absorption. Texture. Skin feel. Scent complexity. Performance.

I refused to release anything I wouldn’t proudly put next to the best products in my own collection.

But what mattered most wasn’t just making something “nice.”
It was solving real problems I knew firsthand.

That’s why Beardsage launched with two distinct missions.

One blend exists to soften.
For thick, coarse beards like mine.
For men who feel like their beard always looks dry, stiff, unruly, or hard to manage no matter what they try.
For guys who want a beard that feels touchable, healthy, and controlled instead of wire-brush rough.

This blend is about strength, richness, and resilience.
It’s about honoring tropical oils that perform beautifully while symbolizing what Puerto Rico and the Caribbean represent to me: depth, beauty, and an indomitable spirit that keeps showing up no matter what.

The other blend exists to soothe.
For men with sensitive skin.
For men who deal with itchiness, redness, flaking, and inflammation.
For men who are this close to shaving their beard off—not because they don’t love it, but because their skin can’t take it anymore.

This one matters to me personally.

When I first started growing my beard, irritation and itch almost made me give up on it completely. I remember thinking, “Maybe this just isn’t for me.” And that felt bigger than hair—it felt like losing something that had started to give me confidence and identity.

My hope is that this calming blend makes it possible for someone else to keep a beard they were about to give up on.
That it turns daily irritation into daily relief.
That it gives a guy back something that made him feel confident, grounded, and like himself.

Both blends meet the same standard:

• I wear them myself
• I reach for them over dozens of other oils I already love
• I wouldn’t release them if I didn’t feel genuinely proud putting my name on them
• They feel intentional the second they hit your hands
• They’re tools for ritual, not hype bottles for a shelf

When I finally fell in love with both formulas, I knew it was time.

What Beardsage Really Stands For

Beardsage isn’t about vanity.

It’s about:

• Showing up for yourself
• Taking control of your image instead of letting other people define it
• Building small daily rituals that shape bigger lives
• Treating grooming as self-respect, not ego
• Honoring where you come from while growing into where you’re going

It’s for men who value quality over noise.
For men who want to feel grounded before the chaos.
For men who are done shrinking themselves to fit outdated ideas of professionalism.
For men who believe masculinity can be calm, thoughtful, disciplined, and present.

It’s also for men who’ve never felt “seen” by grooming brands before.
Men who don’t want gimmicks.
Men who just want something that works, feels good, and respects who they are.

This Is Just the Beginning

Beardsage is still being born.

But the philosophy is already here.

If any part of this story feels familiar to you—
if you’ve ever wanted to feel more confident, more grounded, more intentional in how you show up—
you’re already part of what this brand is becoming.

This isn’t just beard care.

It’s a daily act of self-respect.

And if this vision resonates with you, I’d love for you to follow the journey from the very beginning. Not as a customer. As part of a community of men choosing to show up for themselves on purpose.