The company grew to include a range of products from beard oils and soaps to butters and shaping tools, but its focus remains on beard care. Wild Willies also sells a line of lifestyle goods, including t-shirts and wallets.
Co-founder Christopher Wilson explains that Wild Willies is the sort of brand that appeals to men who “love their freedom.” The company’s branding includes symbols of rodeo and motorcycles as well as Willie Robertson, star of Duck Dynasty. The slogan: “The American Way.”
In 2016, the company was approached by Walmart about selling in its stores, and Wilson initially sounded skeptical, having heard plenty of horror stories from entrepreneurs entering physical retail. But the Walmart team was able to convince him that the brand’s products could perform, and the company launched in stores in January 2017.
The brand’s bestselling products at the time were its beard oil and beard wash. It also introduced a beard growth supplement with biotin and caffeine, which has been a strong seller.
Another strong seller is the Tough Scrub, which eliminates pore-clogging dirt and oil around whiskers. It’s also made with natural ingredients, so it doesn’t irritate skin under the beard.
A few months ago, the company also launched a beard shaping tool to help keep beards neat and tidy. It’s shaped like an actual comb and features a heated element that’s hot enough to flatten hair without damaging it. The product has already seen impressive sales, and Wild Willies plans to expand its range of beard shaping tools into other retailers.
