Malcolm Crockett stood in front of his bathroom mirror, frustrated. Every beard product he tried either contained harsh chemicals or failed to tame his beard. His wife, LP, watched this daily struggle unfold. “The products just weren’t working for him,” she recalls. This personal problem sparked an idea that would change their lives.

The couple began to research and discovered many men faced this same issue. Beard care products often promised results but rarely delivered. LP and Malcolm saw an opportunity to create something better—natural grooming products that actually worked. “We wanted to introduce men to a simplified, yet effective approach to self-grooming—without ever compromising on quality,” LP explains.

Their story demonstrates how solving a personal problem can grow into a thriving business. If you’ve ever spotted a gap in the market or thought, “Someone should make a better version of this,” LP and Malcolm’s path from frustrated consumers to successful business owners might help you turn your own everyday observations into action. In a market now valued at $90 billion globally, they found success by addressing a specific need that wasn’t being met.

The Opportunity

Before Beards & Beyond, LP and Malcolm ran a full-service lounge offering beauty treatments and permanent makeup for women. As they grew, they saw men needed their own space for grooming and self-care.

They expanded their services to include beard therapy, facials, and other treatments for men. This change allowed them to create a space where men could feel comfortable taking care of themselves.

When the COVID-19 pandemic hit in 2020, they spotted another opportunity. Drawing on Malcolm’s research into men’s grooming and LP’s background in beauty and product development, they created a line of natural grooming products.

LP explains their goal: “We focused on creating natural, high-quality products that would empower men to maintain their grooming routines with ease, all while delivering superior results.”

Research and Development

LP and Malcolm didn’t just guess there was demand. They did their homework.

“To validate our idea, we conducted in-depth market research by surveying men of different ages and backgrounds about their grooming habits, frustrations, and needs,” LP shares.

They also talked with barbers, stylists, and skincare professionals to understand common grooming concerns and product gaps. Their research confirmed that while beard care was growing in popularity, many products lacked quality, contained harsh chemicals, or required complicated routines.

Their first customers came from their existing community at the lounge. They introduced their products to clients who already came for beard therapy and grooming services. Word spread quickly through referrals.

“We saw men embrace grooming in a way they hadn’t before—and hearing how much their partners loved the scent and feel of our products—gave us the confidence to fully commit to growing Beards & Beyond.”

It took LP and Malcolm one full year to develop their Signature Beard Gloss from idea to finished product. They launched it to a small group first to get feedback before scaling up production.

When setting prices, they used a careful method. They:

• Calculated ingredient costs per batch
• Divided by the number of products per batch
• Added in packaging costs
• Bought ingredients in bulk to save money
• Priced based on quality and uniqueness

Their first product line included five items: Growth Butter, Beard Gloss, Therapeutic Shampoo, Leave-In Conditioner, and Lip Butter for men. Over time, they simplified to three core products: Signature Beard Gloss, Growth Stimulator Serum (formerly Growth Butter), and Waterless Beard Foam Shampoo.

“We wanted to streamline the grooming routine for our clients without compromising on quality, and the gents absolutely love it!” LP explains.

Their packaging evolved too. “We started out five years ago with simple Vistaprint stickers and tins from Amazon,” LP shares. Now they use screen printing for all products, creating a more polished look.

First Sales

The path from idea to profitable business wasn’t always smooth. LP and Malcolm started small, testing their products in local barbershops.

“When we made our first $1,000 in sales, we were in the testing phase of our product line, and it marked a huge milestone in our journey,” LP recalls.

Their strategy included:

• Sell directly to customers in barbershops
• Offer barbers wholesale pricing to build relationships
• Hand out samples and get real-time feedback
• Listen to customer requests for new products

As their reputation grew, they got a call from a beauty supply store wanting to carry their brand. Next, they took their products to barber expos and shows.

“Attending those expos was a game-changer for us, both in terms of visibility and financially. Not only did we connect with new customers, but we also built key relationships with industry professionals, retailers, and distributors,” says LP.

Operations and Funding

Running a small business means wearing many hats. Malcolm serves as the product formulator and oversees their production unit, including product design, packaging, and quality control. He also manages logistics, inventory, and event planning.

LP is the Brand Director, handling administrative tasks, delegating funds, and planning new product launches. She also manages customer relations, customer service, shipping, and email marketing.

In the early days, they didn’t have a formal inventory system. “We kept track of inventory in our heads and would produce based on demand,” LP admits. This worked at first, but they soon needed a more structured system as they grew.

One early investment made a big difference. “One piece of equipment that proved most valuable early on was our wax master melting pot,” LP shares. Before that, they used a metal bowl in their kitchen, which was slow and inefficient.

Unexpected costs sometimes caught them off guard. “The biggest surprise for us was the high cost of international shipping, especially expedited shipping when we needed to receive our packaging in days instead of weeks,” LP reveals.

LP and Malcolm built Beards & Beyond without outside funding. They used their savings and relied on their own hard work.

“From the very beginning, we bootstrapped our business—building Beards & Beyond with our own savings, grit, and determination,” LP explains.

While proud of what they built, LP admits they would do some things differently with finances.

“If there’s one thing we would have done differently, it’s how we approached the financial part of starting out. While we were focused on product quality and customer relationships, we didn’t initially set aside enough resources for things like scaling our operations, building a solid marketing strategy, or investing in professional help.”

LP’s advice for new business owners is clear: “Plan ahead for the financial side of your business—not just for production, but for all the hidden costs that come with scaling.”

Family Business

For LP and Malcolm, Beards & Beyond has been more than a business venture—it’s a family mission.

“What’s been even more special is the experience of working as a husband and wife team, alongside our children,” LP shares. “It has been such an honor to build this brand together, and a beautiful experience to not only share our passion with one another but to have our children witness this process.”

Their children are active participants in the business. “Our boys are our brand ambassadors and sales team, and they love being involved in every aspect of the business!” LP says proudly. They help prepare for production, pack products, and work at events.

Their oldest son even creates videos showcasing clients’ reactions to the products. The family also gives back by supplying grooming products to men in recovery homes and shelters.

“We’re not just building a brand; we’re building a legacy.”

Looking Ahead

Today, Beards & Beyond has outgrown Hagerstown and is expanding to new locations. Their Signature Beard Gloss has become their star product—an all-in-one solution that softens beards, promotes growth, adds shine, and moisturizes.

The brand is riding the wave of growing interest in men’s grooming products. With the market expected to grow at 6.58% annually for the next eight years, they’re positioned well for the future.

LP reflects on what she’d tell herself when just starting out: “Plan smarter and build a strong financial base from the start. While our passion and commitment have always been there, we learned the hard way that you can’t run a business purely on enthusiasm.”

Lessons From The Road

LP and Malcolm’s story offers clear takeaways for new business owners. First, start with a real problem you’ve experienced—this gives you insight others might miss. Second, test your products with actual customers before scaling up. “Listen to what people ask for,” LP advises. “This direct feedback shaped our best products.”

Their approach to finances stands out as particularly valuable. “Set aside more money than you think you’ll need,” LP suggests. “We didn’t account for unexpected costs like expedited shipping when we needed packaging quickly.” She also recommends investing in equipment that makes production more efficient, like their wax master melting pot that transformed their process.

The most powerful lesson might be about keeping your business model simple. By streamlining their product line from five items to three, LP and Malcolm could maintain quality while meeting demand—proving that sometimes less truly is more when building a sustainable business.

Visit beards-beyond.com to learn more about their product line.