Tyler Baublitz, bartender at Art Bar (2732 Cherokee Street; 314-769-9696), strokes his neatly groomed blond beard as he recounts how he started making and selling his new product -- a line of cocktail-themed beard and mustache oils. He's been at it for just over three weeks.
"Growing a beard's a new thing for me," he says. "I wanted to celebrate that by getting some beard things."
But the beard-grooming products he found were full of harsh chemicals and compounds that didn't seem good for a man's skin or hair. "I could do that better," he thought to himself. Hence, Bearded Wolf Trading Company was born.
Baublitz came out with two different scents: "Old Fashioned" (named for the classic whiskey, sugar, bitters and orange-peel cocktail), and "Fernet" (after Fernet Branca, the delightfully mentholated bitter herbal liqueur taken as a shot by bartenders from San Francisco to Brooklyn).
"Old Fashioned" smells of warm spice and a little citrus. The "Fernet" primarily has a fresh, mentholated aroma. The oils aren't actually made from alcohol (so like the beer shampoo ad from the late '70s used to say "Don't drink it!"), but they're scented to call these drinks to mind.
Baublitz uses eucalyptus oil which he claims gives it a smell a little more like Branca Mentha than Fernet Branca. Vanilla mimics the subtle notes of barrel-aging. He also uses rosehip oil and avocado oil for healthy hair and skin. And it may have other advantages for the man who wants to get more hirsute more quickly.
"I'm not going to say it will make your beard grow faster, but there are some people who will," Baublitz says.
Bearded Wolf oils are available on Etsy, but you can also just swing by Art Bar and grab one for $12.
And don't feel left out if you don't have a beard. If you fellas want to smell like a delicious cocktail all day long, head down to Maven (7268 Manchester Road, Maplewood; 314-645-1155) and get some gin martini or absinthe shaving cream.
Don't let your grooming rituals be grim and sober. With these locally made products, every morning comb or shave becomes happy hour.