Picture this, fellow face-forest enthusiast: Two beards walk into a bar. The first, a wild tangle of wiry chaos that smells vaguely of last Tuesday’s pizza and has more flakes than a cereal convention. The second, a glorious, touchable masterpiece with the shine of a sports car and the intoxicating scent of cedar and confidence.

The difference? It’s not genetics. It’s not beard length. It’s not even your facial hair’s natural texture.

It’s how you wash that magnificent face fur.

If you’re still dunking your beard into the shower stream and calling it a day—or worse, letting the runoff from your head shampoo handle your facial foliage—you’re setting yourself up for a beard that’s more “castaway” than “king of the mountain.”

Let’s cut to the chase: regular shampoo is to your beard what a weed whacker is to a bonsai tree. Sure, they both deal with plant matter, but one’s going to leave a disaster in its wake.

A proper beard wash isn’t just some fancy extra in your grooming arsenal—it’s the unsung hero that transforms the “I guess I’m growing this thing out” phase into “damn, that’s a mighty fine beard” territory. It’s the difference between a beard that makes people want to back away slowly and one that makes them wonder what kind of sophisticated gentleman you must be.

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The bearded bros at The Bearded Coast have seen it all—from the scraggly neck monsters that haven’t felt water since the Obama administration to the pristine face masterpieces that could land their own GQ spread. And we’ve discovered that the journey from beard zero to beard hero almost always begins with the same critical step: learning to wash that facial masterpiece properly.

In this hairy deep-dive, we’re going to unpack everything your beard is silently begging you to know about proper cleansing:

• Why that regular shampoo is making your beard hate you
• The magical science behind pH-balanced beard washes
• How often you should actually be scrubbing that face sweater
• The legendary “3-month beard rule” that separates the men from the boys
• Whether water alone can keep your chin curtain presentable (spoiler: probably not)
• And why investing in proper beard wash now saves you from a world of beardy regret later

So strap in, fellow facial hair aficionados. Whether you’re rocking a modest stubble or a full-on wizard flow, your beard is about to thank you for the upgrade it desperately needs. Let’s transform that face forest from neglected wilderness to national treasure—one proper wash at a time.

I. The Great Beard Washing Debate: Do You Really Need Special Soap for Your Face Fur?

Let’s address the woolly mammoth in the room: “Is beard wash just another way to get me to buy more stuff for my face?”

It’s a fair question. After all, you’ve got shampoo sitting right there in your shower. Your scalp has hair, your face has hair—what’s the big difference, right?

Well, buckle up, beardsman, because there’s a hirsute revolution happening, and your regular shampoo is on the wrong side of history.

Why Your Regular Shampoo Is Beard Kryptonite

Your everyday shampoo is like that friend who shows up to your place, drinks all your beer, and rearranges your furniture—it seems helpful at first glance, but it’s causing more problems than it solves.

Here’s why regular shampoo makes your beard sadder than a mustache after a milkshake:

• It’s way too aggressive. Scalp shampoos contain harsh sulfates like Sodium Lauryl Sulfate (SLS) and Sodium Laureth Sulfate (SLES) that strip away natural oils. Your scalp produces oils like it’s running an underground black market—your face doesn’t.
• It disrupts your skin’s pH balance. Your facial skin maintains a delicate balance around 5.5 on the pH scale. Most regular shampoos have a higher pH of 6-7, which throws your face’s ecosystem into chaos faster than introducing wolves to a petting zoo.
• It dries out your beard. Those powerful detergents that make your hair “squeaky clean” are turning your face forest into a brittle wasteland. Dry beard = itchy beard = “why did I even grow this thing” beard.
• It irritates the skin beneath. The skin under your beard is much more sensitive than your scalp. Regular shampoo is like using sandpaper when you need a silk cloth.

The Science Behind the Scruff

Let’s get slightly technical for a moment (don’t worry, we’ll keep it beard-friendly). Your beard hair and scalp hair are as different as a lumberjack and an accountant—they might both be professionals, but they operate in completely different environments.

Beard hair is:

• Coarser and thicker
• More wiry and unruly
• Attached to significantly more sensitive skin
• More prone to dryness (your face doesn’t produce as much sebum as your scalp)
• More vulnerable to environmental damage (think food, drink, weather exposure)

When you wash with proper beard wash, you’re preserving the delicate ecosystem of your face forest while removing the stuff that doesn’t belong there. You’re maintaining the natural oils that keep your beard soft and manageable, while still getting rid of yesterday’s BBQ sauce and beer foam.

The pH Problem: Your Face Has Trust Issues

Here’s where beard wash truly separates itself from the pack. The ideal pH for your facial skin hovers around 5.5—slightly acidic. This acidity helps maintain your skin’s natural protective barrier (called the acid mantle).

Regular shampoos typically have a higher pH, which disrupts this barrier. The result? Dryness, irritation, flaking—all the beard villains we’re trying to vanquish.

Quality beard wash is formulated at the perfect pH level for facial skin. The Bearded Coast’s beard wash hits that sweet spot at 5.5 pH, keeping your face as happy as your beard is handsome.

The Hidden Costs of Cutting Corners

“But I’ve been using regular shampoo on my beard and it seems fine!” I hear you cry. Sure, and I’ve seen guys eating gas station sushi who “seem fine”—until they’re not.

The damage from using the wrong products on your beard isn’t always immediately obvious. It’s cumulative—like skipping leg day at the gym. Eventually, everyone notices.

Over time, using regular shampoo on your beard leads to:

• Increased beardruff (those embarrassing flakes)
• Persistent itchiness that makes you look like you’ve got fleas
• Brittleness and split ends (yes, beards get those too)
• Difficulty styling and managing your beard
• Dull appearance instead of that majestic beard shine
• Beard hair breakage and potential thinning

You’ve put too much time and effort into growing your face masterpiece to sabotage it with the wrong cleanser. Your beard wash is the foundation upon which all other beard greatness is built.

And remember, beard wash isn’t just another product—it’s the proper tool for a specific job. You wouldn’t hammer in a screw or brush your teeth with shaving cream. Give your beard the proper tools it deserves.

II. Beard Wash 101: What’s The Big Hairy Deal?

Alright, facial hair aficionados, let’s dive into the nitty-gritty of beard wash—the magical elixir that transforms your face forest from “castaway on a deserted island” to “distinguished gentleman who probably owns a leather-bound book collection.”

The Secret Sauce: What Makes Beard Wash Special

Beard wash isn’t just your regular shampoo wearing a fancy lumberjack costume. It’s an entirely different beast, formulated specifically for the wild tangle of glory sprouting from your face.

Think of regular shampoo as a pressure washer and beard wash as a gentle stream in a pristine mountain forest. Both get things clean, but one might strip the paint off your car while doing it.

The Bearded Coast’s beard wash formula is like the beard whisperer—it knows exactly what your facial follicles need without going nuclear on your natural oils. It’s gentle yet effective, like a bouncer who’s also a yoga instructor.

What’s In The Bottle (And What’s Not)

Our beard wash is packed with ingredients that your beard will thank you for (if it could talk, which would be terrifying, so maybe it’s best it can’t).

The Oil Chronicles: A Tale of Sebum and Salvation

Let’s talk about oil, baby—specifically, sebum, your skin’s natural moisturizer. Your scalp produces enough oil to grease a slip-n-slide, which is why regular shampoo is designed with industrial-strength oil-stripping power.

Your face, though? It’s more conservative with its oil production. The sebaceous glands under your beard don’t pump out nearly enough oil to keep up with your beard’s thirsty needs, especially as it grows longer.

This creates the great beard paradox: you need to clean your beard without removing the limited natural oils it depends on. It’s like trying to remove grape juice from a white shirt while leaving the cologne scent intact—a delicate operation.

Beard wash masters this balancing act by using milder surfactants (cleaning agents) that remove dirt, food debris, and excess oil while preserving just enough of your natural sebum to keep things soft and manageable. It’s cleaning with surgical precision instead of carpet bombing.

The pH Factor: Finding Your Beard’s Happy Place

We’ve mentioned pH a few times now, but it’s worth hammering home because it’s the unsung hero of beard happiness.

Your skin has a natural pH of around 5.5—slightly acidic. This acidity creates what scientists call the “acid mantle,” a protective barrier that keeps bad bacteria out and moisture in. It’s like your skin’s personal bouncer and hydration coach rolled into one.

Regular shampoos often have pH levels between 6-7, which is too alkaline for your face. This disrupts your acid mantle faster than a toddler disrupts a perfectly organized living room.

The Bearded Coast’s beard wash is meticulously formulated at pH 5.5, working in perfect harmony with your skin’s natural chemistry. It’s like they were made for each other—because they literally were.

The Aromatherapy Bonus Round

Let’s not forget the olfactory experience—because smelling great is half the beard battle. Nobody wants to lean in for a closer look at your magnificent mane only to be greeted by the lingering aroma of this morning’s breakfast burrito.

The Bearded Coast offers two fantastic options:

• Tea Tree + Grapefruit: A refreshing, invigorating blend with natural antimicrobial properties from tea tree oil, perfect for beardsmen who want that “just stepped out of a high-end barbershop” scent
• Unscented: For the minimalist who prefers to let his beard oil or cologne take center stage, or for those with sensitive skin who prefer fragrance-free products

Both options leave your beard smelling better than a freshly baked pie cooling on the windowsill of masculinity. Choose your own adventure.

Beard wash isn’t just another bathroom product—it’s the foundation of your entire beard care routine. It’s the difference between a beard that draws admiring glances and one that makes children point and ask uncomfortable questions.

In our next section, we’ll explore the incredible benefits that await when you finally introduce your face forest to a proper cleaning regimen. Trust us, the transformation will be more dramatic than those before-and-after pictures of celebrities without makeup—except your beard will look better after, not worse.

III. The Magnificent Benefits of Washing Your Beard Properly

Listen up, beardsmen – we’re about to drop some knowledge bombs that’ll make your face fur stand at attention. If you’ve been treating your beard like an abandoned bird’s nest, buckle up for a revelation bigger than finding out your favorite craft beer was actually made by a mega-corporation.

Sayonara, Beardruff: The Flake Exodus

Nobody – and I mean NOBODY – wants to look like they’ve got a snowstorm happening below their chin. Beardruff (that’s beard dandruff for the uninitiated) is the facial hair equivalent of showing up to a date with spinach in your teeth.

Proper beard wash tackles those embarrassing flakes at the source by:

• Gently exfoliating dead skin cells without sandblasting your face
• Balancing the moisture level of the skin beneath your mane
• Preventing the dry, itchy conditions that lead to flake-mageddon

The Bearded Coast’s formula is especially good at this flake-fighting mission, keeping your shoulders clear of what looks suspiciously like parmesan cheese but is actually your face shedding in protest.

The End of Beard-Scratch Fever

You know that guy who’s constantly clawing at his face like he’s trying to solve a particularly itchy crossword puzzle? Don’t be that guy. Beard itch is the silent dream-killer that convinces many rookie beard-growers to reach for the razor before they’ve reached their full potential.

Proper beard wash quiets the itch by:

• Removing irritants that make your face feel like it’s hosting a flea circus
• Hydrating the skin underneath to prevent dryness and irritation
• Softening coarse beard hairs that can literally poke and irritate your skin

Think of our beard wash as an anti-itch hitman – ruthlessly efficient at eliminating the cause of your facial discomfort while leaving no traces behind except a gloriously comfortable beard.

Softness That’ll Make Your Significant Other Swoon

Let’s be honest – nobody wants to cuddle up to a face that feels like steel wool that’s been left out in a desert. A properly washed beard transforms from bristly wire brush to touchable luxury.

That newfound softness isn’t just about comfort – it’s about connection. When your partner no longer recoils from your facial foliage, magical things happen. You’ll go from “Not with that thing on your face” to “Come here, you ruggedly handsome devil” faster than you can say “beard wash.”

Improved Styling: From Chaos to Control

An unwashed beard has a mind of its own – usually an evil genius mind bent on maximizing unruliness. It’s like trying to herd cats, if the cats were attached to your face and visibly representing your life choices to everyone you meet.

Regular washing with proper beard wash:

• Makes your beard more receptive to styling products
• Reduces frizz and flyaways that make you look electrocuted
• Helps train your beard to grow in your preferred direction
• Makes combing and brushing significantly less like battling a sentient tumbleweed

The Scent Factor: From “What’s That Smell?” to “Wow, You Smell Amazing”

Your beard sits directly under your nose. Let that sink in for a minute. Whatever your beard smells like is what you’re huffing 24/7, whether you realize it or not. And what everyone else smells when they get close enough.

The right beard wash transforms your scent profile from “mysterious food odors and stale coffee” to “intentionally magnificent.” Whether you choose The Bearded Coast’s invigorating Tea Tree + Grapefruit formula or the subtly sophisticated Unscented option (which still leaves your beard naturally fresh, just without added fragrance), your olfactory game will level up considerably.

The Confidence Factor: When Your Beard Feels Good, You Feel Unstoppable

Here’s something they don’t tell you in Beard 101: a well-maintained beard becomes a source of power. There’s a direct connection between how your beard feels and your overall confidence.

Walking into a room with a clean, fresh, soft beard changes your entire vibe. You stand taller. You speak with more authority. You become the man your beard has always believed you could be.

It’s not just about appearances – it’s about how you feel in your own skin (and facial hair). When you know your beard is on point, you project a sense of having your life together that’s downright magnetic.

In our next section, we’ll unveil the mysterious “3-Month Beard Rule” that separates the beard boys from the beard men. Stick around – your face forest is about to get an education that’ll change it forever.

IV. The Beard Washing Schedule: How Often Is Too Often?

The million-dollar question every beardsman asks: “How often should I actually wash this face forest?” It’s like asking how often you should water a plant—too little and it withers, too much and it drowns.

Finding Your Perfect Beard Wash Frequency

The magical beard wash formula isn’t one-size-fits-all. Your ideal schedule depends on several fuzzy factors:

• Activity Level: If you’re chopping wood or running marathons daily, you’ll need more frequent washing than a desk jockey.
• Skin Type: Oily-skinned fellows may need more frequent washing (3-4 times weekly), while dry-skinned comrades might stick to 1-2 times.
• Beard Length: Longer beards can go longer between washes (the oils have more territory to cover).
• Climate: Humid environments = more frequent washing. Desert dwellers can stretch their wash days.

For most bearded brethren, 2-3 times per week hits the sweet spot. This keeps funk at bay while preserving those precious natural oils your beard craves like a Viking craves conquest.

The Water-Only Question: Can You Skip The Suds?

“Can I just rinse my beard with water and call it a day?” Short answer: Occasionally, yes. As your permanent solution? About as effective as fighting a bear with a pool noodle.

Water alone might remove surface dust, but it can’t break down oils, food particles, or the mysterious substances your beard collects throughout the day. On your “off” days between proper washes, a thorough water rinse is better than nothing—but don’t expect miracles.

If you’re committed to the minimalist approach, at least supplement with The Bearded Coast beard wash twice weekly to prevent your face from staging a rebellion.

V. Beyond Regular Shampoo: Why You Need Specialized Beard Products

Let’s tackle some burning questions that keep beardsmen up at night, tossing and turning in their beard nest.

Can I Use Head and Shoulders on My Beard?

Can you also use sandpaper as toilet paper? Technically yes, but the consequences won’t be pretty.

Dandruff shampoos like Head and Shoulders contain harsh anti-fungal ingredients that wage chemical warfare on your face’s natural ecosystem. They’re nuclear options designed for scalp conditions, not your sensitive facial skin.

The results? A beard drier than stand-up comedy at a funeral, irritated skin that’s redder than a sunburned lobster, and the destruction of the natural flora your face needs to thrive.

If beardruff is your nemesis, The Bearded Coast’s specialized beard wash tackles flakes while respecting your face’s dignity. It’s like having a skilled negotiator instead of dropping a bomb.

Is Beard Conditioner Really Necessary?

Is butter necessary on toast? Technically you could eat dry toast, but why subject yourself to such sadness?

Beard conditioner is the finishing move in your washing routine—the Mortal Kombat “FINISH HIM” that transforms good beards into legendary face manes. After washing (even with gentle beard wash), your beard needs that extra hydration and protection.

A quality beard conditioner:

• Seals the cuticle layer of each hair, making it smoother and shinier
• Provides deep hydration that prevents the dreaded post-wash dryness
• Makes your beard more manageable for styling
• Creates a protective barrier against environmental damage

Skip it at your own peril, brave beardsman.

Is Beard Oil Just Another Gimmick?

Beard oil is about as gimmicky as oxygen is to breathing. It’s not an optional luxury—it’s a fundamental necessity in any self-respecting beard care arsenal.

After washing your beard, oil replenishes what even the gentlest cleansing removes. It’s like sending in the relief troops after the main battle, ensuring your victory over dryness, itchiness, and unruliness.

The Bearded Coast’s beard oil works in perfect harmony with our beard wash, creating the dynamic duo your face forest has been dreaming of since its first stubble days.

Conclusion: The Clean Beard Revolution

We’ve journeyed through the hairy wilderness of beard washing wisdom, and you’ve emerged enlightened, empowered, and hopefully entertained. Let’s recap the beard gospel:

• Your regular shampoo is your beard’s arch-nemesis—banish it from your facial hair forever
• Quality beard wash like The Bearded Coast’s formula preserves natural oils while removing the nasties
• Wash 2-3 times weekly for the perfect balance of clean without dryness
• The 3-month beard rule is sacred—proper washing during this phase sets the foundation for greatness
• Water-only washing is like bringing a spoon to a gunfight—occasionally useful but not your primary strategy
• Beard oil isn’t optional—it’s the essential finishing touch after washing

Your beard has been patient, waiting for you to discover these truths. It’s suffered through harsh shampoos, inconsistent care, and questionable decisions. Today marks the turning point in your beard journey.

The Bearded Coast’s premium beard wash awaits to transform your face forest from neglected undergrowth to majestic timber. Your beard has the potential for greatness—all it needs is the right wash to unleash its full glory.

Remember: Behind every legendary beard is a proper washing routine. What kind of legend will you become?

Beard Care: Your Questions Answered

Is beard shampoo really necessary?

Yes, beard shampoo is absolutely necessary for proper beard care. Regular hair shampoo contains harsh detergents like sodium lauryl sulfate (SLS) that strip away the natural oils your beard needs to stay healthy. Your facial hair is different from your scalp hair—it’s coarser, more wiry, and connected to more sensitive skin.

Beard wash is specifically formulated at the correct pH balance (5.5) for facial skin, preserving the essential oils your magnificent mane needs to thrive.

Using proper beard wash helps prevent dryness, itchiness, beardruff, and keeps your beard soft and manageable. Consider it an investment in your facial hair’s health and appearance.

What is the 3-month beard rule?

The 3-month beard rule refers to the crucial growth period where you should avoid major styling decisions or significant trimming while your beard establishes its full potential. During these first three months, your beard is developing its thickness, coverage, and growth patterns.

These first three months are the foundation-building phase for your beard’s future glory. Patience during this period separates the beard boys from the beard men.

This period is especially important for proper beard care, including regular washing with beard-specific products. Proper washing during this phase helps prevent itchiness that might lead to premature shaving, keeps follicles healthy, and trains beard hairs to grow in the right direction.

How often should you use beard shampoo?

For most men, washing your beard with beard shampoo 2-3 times per week strikes the perfect balance. This frequency is enough to keep your beard clean and fresh without over-washing and stripping away essential natural oils.

However, the ideal frequency depends on several factors:

• Activity level: More active men or those who work outdoors might need to wash 3-4 times weekly
• Skin type: Men with oilier skin may benefit from more frequent washing (3-4 times weekly), while those with dry skin should wash less often (1-2 times weekly)
• Beard length: Longer beards can typically go longer between washes than shorter beards
• Climate: Humid environments might necessitate more frequent washing

On non-wash days, rinsing with warm water can help remove surface debris while preserving your beard’s natural oils.

What is the rule of 5 for beards?

The Rule of 5 for beards is a comprehensive beard care framework that consists of five essential steps for optimal beard maintenance:

1. Wash: Clean your beard regularly with proper beard wash (2-3 times weekly).
2. Condition: Apply beard conditioner after washing to soften hair and improve manageability.
3. Hydrate: Use beard oil daily to moisturize both beard hair and the skin underneath.
4. Style: Apply beard balm or butter to shape and control your beard as desired.
5. Maintain: Regularly comb, brush, and trim your beard to keep it looking its best.

Following this five-step routine ensures your beard receives complete care. Proper washing with beard-specific products is the foundation upon which the other four steps build.

Can I wash my beard with just water?

While you can occasionally wash your beard with just water, it’s not an effective long-term solution. Water alone can remove some surface dust and loose debris, but it cannot break down oils, food particles, or other substances that accumulate in your beard.

Water-only washing might be suitable for:

• Days between your regular beard wash schedule
• Very short beards or stubble with minimal accumulation of oils and debris
• Men who have extremely dry skin and produce very little sebum

For proper cleaning that removes buildup while preserving essential moisture, you should use a pH-balanced beard wash like The Bearded Coast’s formula at least 2-3 times weekly.

Do I really need beard conditioner?

Yes, beard conditioner is an essential part of proper beard care, especially after washing. Even when using a gentle beard wash, your beard benefits significantly from the additional hydration and protection that a quality conditioner provides.

Beard conditioner works by:

• Sealing the cuticle layer of each hair, making it smoother and reducing frizz
• Providing deep hydration that prevents post-wash dryness
• Making your beard more manageable for styling
• Creating a protective barrier against environmental damage
• Reducing tangles and making combing easier

Anyone with a medium to long beard will notice a dramatic difference in softness, manageability, and appearance when regularly using beard conditioner after washing.

Should I wash my beard everyday?

No, washing your beard every day is generally not recommended, even with specialized beard wash. Daily washing can strip away too much of your beard’s natural oils, leading to dryness, brittleness, and potential skin irritation.

For most men, washing your beard 2-3 times per week strikes the optimal balance between cleanliness and maintaining natural moisture.

On non-wash days, a simple rinse with warm water will remove surface debris without disrupting your beard’s natural oil balance.

However, if you have extremely oily skin, work in very dirty environments, or exercise intensely every day, you might consider more frequent washing. In these cases, ensure you’re using a gentle, pH-balanced beard wash like The Bearded Coast’s formula, and always follow with beard oil or conditioner to replace lost moisture.

Is beard oil really necessary?

Yes, beard oil is a necessary component of comprehensive beard care, especially after washing your beard. Beard oil serves multiple crucial functions:

• Moisturizes both your beard hair and the skin beneath it
• Replaces natural oils that even gentle washing partially removes
• Reduces itchiness and irritation
• Improves beard softness and manageability
• Helps prevent beardruff (beard dandruff)
• Adds a healthy shine without appearing greasy

Think of beard oil as the essential hydration step in your beard care routine—skipping it would be like washing your face without moisturizing afterward.

For optimal results, apply beard oil to a slightly damp beard after washing with proper beard wash.

How to wash a beard naturally?

To wash your beard naturally while still ensuring it gets properly cleaned, follow these steps:

1. Choose a natural beard wash: Look for products like The Bearded Coast’s beard wash that contain plant-based cleansers and essential oils while avoiding sulfates, parabens, silicones, and artificial fragrances.
2. Prepare your beard: Thoroughly wet your beard with warm (not hot) water to open pores and loosen dirt.
3. Apply the wash: Use a small amount (dime to nickel size) of natural beard wash and work it into a lather between your palms.
4. Massage thoroughly: Use your fingertips to massage the wash into your beard and the skin beneath using circular motions. Focus on the skin under your beard, as this is where oil and dead skin cells accumulate.
5. Rinse completely: Rinse with warm water until all product is removed. Follow with a cool water rinse to close the hair cuticles.
6. Pat dry: Gently pat your beard with a clean towel—don’t rub, as this can cause frizz and breakage.
7. Apply natural beard oil: While your beard is still slightly damp, apply a few drops of natural beard oil containing ingredients like jojoba, argan, or grapeseed oil.

A professionally formulated natural beard wash like The Bearded Coast’s will typically provide better results and the correct pH balance for facial hair than DIY solutions.

Can I use Head and Shoulders on my beard?

No, you should not use Head and Shoulders or other dandruff shampoos on your beard. While it might seem like a convenient solution, especially if you’re experiencing beardruff (beard dandruff), dandruff shampoos are particularly harsh on facial hair and skin for several reasons:

• They contain potent active ingredients like zinc pyrithione or selenium sulfide that are too aggressive for facial skin
• They have strong detergents that strip away the natural oils your beard needs
• The pH level is not balanced for facial skin, disrupting your skin’s protective acid mantle
• They can cause excessive dryness, leading to more flaking—ironically making your beardruff worse in the long run

Instead, use a pH-balanced beard wash specifically formulated to address beard dandruff, like The Bearded Coast’s beard wash. These products will tackle flakes while being gentle enough for facial skin.

For persistent beardruff, follow your beard wash with a quality beard oil to keep the skin underneath moisturized.