Fragrance house

Beard Monkey

Founded in Sweden in 2015 by Markus Ahlgren and Alexander Sveningsson, Beard Monkey grew from the founders’ hair and barbering business, which began in 2012 after they imported an American hair-care brand to Sweden. Its name came from an inside hockey joke: the founders called one another “skäggapa,” or “beard monkey.” The brand began with beard care and developed into a broader men’s grooming identity spanning beard, hair, skin, body care, shaving and fragrance, with products developed in collaboration with professional barbers. Beard Monkey is currently owned by Heads Up and has Ellwo Professional as a sister company. A recent company update introduced a refreshed website and visual identity with new colors, typography and an updated brand expression developed with Flow. Fragrance has been part of the brand’s early story: Sweet Tobacco was used for two of its three first products, released on 21 May 2015, and those early products remain among its bestsellers. Early scent series also included Licorice and Orange/Cinnamon.