Fragrance house

The Beard Struggle

The Beard Struggle began in 2014, founded by Faiysal Kothiwala, with its earliest beard oils mixed in a basement. Its identity combines men’s grooming and beard care with the Viking-themed Midgard Vikings community, alongside themes of brotherhood, charity, and healthy masculine ideals. A Canadian trademark record shows use from February 2015 for beard balms, oils, wooden combs, and brushes; in January 2020, the mark was assigned from Kothiwala to Niafaze Solutions Inc., identified in the record as its current owner. Demand transformed the business from micro-production into a larger-scale company while it retained its stated quality-control goal and handmade cosmetic production claim. Its fragrance identity is Viking-inspired and includes concentrated cologne oils. In January 2026, the brand described a new cologne-elixir format spanning eight scents, followed in May by Beast Ember & Ash Elixir, created from scratch with Eddie Hall as a standalone signature fragrance experience.