Westwood-based Beard Club hits Target shelves

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A Westwood-based brand of men’s grooming essentials backed by NBA star James Harden is making its retail debut at Target.

In an April 19 press release, Beard Club announced that its curated toolkit of premium, beard-first men’s grooming essentials is available at store locations nationwide as well as online at Target.com.

Founded in 2015, Beard Club’s line includes a beard trimmer, body trimmer, beard oil, leave-in thickening conditioning, beard & face wash, and beard cream. The product formulas use ingredients to nourish, strengthen and style beards of all lengths and textures, according to the company.

Beard Club Chief Executive Officer Bryan Welfel said, “As we see the men’s grooming category spotlight shift from wet shave to beard care, we are excited to bring Beard Club’s premium grooming products to Target stores.”

“With our commitment to quality and innovation, we aim to enhance the grooming experience for men everywhere and this partnership with Target allows us to reach a wider audience seeking top-tier beard care solutions,” he said.

Big fans

Los Angeles Clippers player Harden first invested in Beard Club in 2022. He also took on the role of “brand champion” to advance brand awareness and bring “fresh perspective and style to beard grooming and beyond.” Widely regarded as one of the greatest scorers and shooting guards in NBA history, Harden is additionally known for his beard. His career also includes seasons with the Philadelphia76ers and Brooklyn Nets.

In a statement, Harden said, “Beard Club’s commitment to quality and authenticity resonates with me, and I’m excited our brand is leading the charge in beard care and grooming.”

The company also counts artist Kid Cudi as a partner.

Cudi – whose real name is Scott Ramon Seguro Mescudi – commented, “I’ve always believed in the power of self-care and expression. Teaming up with Beard Club allows me to champion that message and inspire others to embrace their individuality.”

On Target:

• Target gears up to launch new store in Middlesex County (updated)
• Target plans ‘state-of-the-art’ store for West Orange (updated)