The Insider Lab

The Beard Struggle community recently united to support Craig Greenbrook after a devastating house fire left his family with nothing and his eldest son in an induced coma. Through an initial $5,000 donation from the brand and massive Vikoin contributions from members, the "Viking Aid" campaign successfully raised vital financial relief. The post highlights the unbreakable brotherhood of the "shield wall" and honors the top ten warriors who led the charge in donations so the Greenbrook family can focus on healing.

The grind never stops! A massive shoutout to Jacopo Maranini for officially reaching the top-tier Jotunn Viking rank. With over 40k lifetime Vikoins earned through pure consistency and community contribution, Jacopo has laid out the perfect blueprint for success. Read how he conquered the climb and congratulate him in the comments!

Big news at the Labs! Our brother Dell Mitchell has a new teammate. After a long night, Annie Elizabeth has arrived.

I’m in Dallas next week exploring facilities that could completely upgrade how we serve the U.S. market. The goal? Two-day reach to 90% of the country. This isn’t hype. It’s infrastructure.

We’ve seen the mixed reactions to the Eddie Hall scent and are taking a closer look at what that feedback actually tells us.

Thunderborn is a scent inspired and curated with Thor Rosland, marking five years of legacy with The Beard Struggle. Early samples were included in all post–Black Friday orders, and the feedback since has been consistently positive.

Mark Pennells has officially reached Jotunn, the highest Brand Viking rank. And despite the noise, the majority of his Vikoins didn’t come from purchases, they came from consistency, contribution, and showing up week after week.

We didn’t set out to make another cologne. We set out to solve projection, control, and layering—without replacing what already works. Eight scents. One architecture. Here’s the thinking before the launch.

Insider Labs is our weekly working log—what we’re building, testing, fixing, and sometimes killing. No hype. No polish. Just real updates from inside The Beard Struggle.