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About J&L

Founded in late January 2014 as a craft/hobbyist maker of All-Natural Beard Oils offering varying degrees of conditioning. Along the path to where we are today we have expanded into two full brands of Personal Care, Grooming and Scented Home Products under two brand names.


We have a few foundational values that we hold to keep this real and grounded, as well as more attractive to potential customers:

  • Keep it simple in form and function through using tried & true natural ingredients to create products that work as intended, and better than most common brands.
  • Be inclusive and ethical. We make and sell with a mindset that every item we sell can serve a purpose for many people. Even our Beard Care has benefits for anyone’s hair, not the just the bearded. We like to foster more positive energy and have fun celebrating what makes us all unique.
  • Keep it more affordable. We are as good as if not better than most the like items you see on Etsy and other maker-seller outlets; yet we are often priced well below their offerings. We do this in part through our first value, and by cutting out forced aesthetics and implied luxury. There is no gimmick or pretense to who we are as a brand. We are not a “Lifestyle Brand”!
  • As a business, to do as much as possible in house. As we grow, we wish to bring more into our little enterprise and not outsource to questionable 3rd party services that only add unnecessary expenses. This may make us seem a little unrefined, but it also keeps it real.


Looking at the landscape of business today, especially when it comes to specialty upstarts like us, there seems to be a formula that has developed that insists upon rapid growth at any cost. J&L has the desire to break that trend and work methodically to establish a reputation based around our mission.

In lieu of taking on large debts to establish ourselves, we opted to go old-school and invest in ourselves and grow at a slower pace. This gives us room to make mistakes while we try new ideas and do things differently. There is no capital investor forcing us to be like everyone else. This here exactly is how we can be different and create something people can connect with. Our path is not taken from a How-To manual written by analysts, it is carved out as a partnership where the end customer has more influence in pushing us forward. There is room for us to learn as we go and not place all hope in success in the original plan.

The goal is to keep everything “In House”. Not only as a means to save money by cutting out middlemen and costly 3rd Party services, but as a means to be more in touch with every aspect of our business – from product development to customer experience. We make it, package it, sell it, market it, ship it – nothing is done by anyone else. We wont be paying influencers to talk us up, we rather let our products and authentic customers speak for themselves.


JC has pretty much been the one at work to build this up. He did not do it alone and has a team of people that come in to help make this dream a reality. JC has a background in culinary pursuits, the sciences, arts and music. Having been bearded since a teen, he has over 35 years of bearding life experience. The struggles to keep a beard looking great and keeping it healthy led him to start this enterprise. This has never been about jumping on a trend for him, but a means to share something that was better than the status quo.

Growing up very socially aware and conscious of the world around him as he dealt with the struggles of his identity and looking for acceptance from people who didn’t care about what made him different, nor wished to change him. His goals are to build a fully inclusive business and brand that is poised for a world that can build unity by respecting and embracing what makes us all unique.

JC & Larry, the beards behind J&L Pogonotrophics LLC


With every step of growth in sales and exposure, we are growing in what we offer. This is very much that investment in ourselves. With all this growth we will need to expand into bigger spaces and bring more people into our family. J&L is on the edge of the next big step for us, and that is having a full service production facility that can serve all facets of our business needs while also offering a means for you to shop directly with us, in person.

In the interim, we are going to streamline our focus to build the capital to make this next step happen. This will mean suspending production of lower selling items and potentially adding a few new items to broaden appeal of our brands. There will also be a constant drive to improve our sustainability efforts by reducing waste and promoting the use of renewable packaging.


To achieve our goals we must be open to bring in other voices that can add to our mission. There is no pressure for us to let any one person in, but we will not rule out such. For this to work well for us, that voice must be in sync with our own, but not the same voice. A solid partner will be in harmony with our mission, vision and purpose.


To make this happen, we are willing to accept outside investment from those who really get what we are about and want us to keep it going. We are open to sensible, on brand, change; not reinvention. We have already built a trustworthy brand image with those that really get what we are about and what we are trying to do. As an investor, we would want you to help us retain that as a building block – not throw it away for your own vision, or to do what everybody else is supposedly doing. Your investment would mean you know we have something already and you only want to see us grow. Past interested parties started out by immediately demanding we change everything – company name, product assortment and mission. We were told to raise our prices and outsource all work. That very much goes against who we are and our values.

Investment would allow us to increase marketing, improve our web and social media presence and solidify our brands as we work to achieve our existing goals. If you think you are interested, head to our contacts page to reach out.