The Beard Xpert didn’t start with a big budget—it started with Courtney Lacey’s grit.

While working long hours and juggling multiple ventures, Courtney poured his energy into creating a brand rooted in excellence and authenticity. With a relentless drive and belief in high-performance self-care, he saw grooming not as vanity, but as power—daily rituals that sharpen confidence and presence.

What began as a personal commitment has grown into a brand trusted by men who lead, build, and show up with intention. For over seven years, Courtney has handcrafted premium, all-natural beard care products that don’t just shape your beard—they shape how you show up in the world.