MY NAME IS: Seth Wiley.

I’M KNOWN FOR BEING:

A film and TV director, and a guy with a beard.

I'M HELPING TO LAUNCH:

Peak Beard Theory, a line of socially responsible, sustainable, artisan beard oils.

YOU CAN FIND IT AT:

PeakBeardTheory.com or at Los Angeles retailers Southpaw and The Los Angeles County Store.

WHAT MAKES IT SPECIAL IS:

We use locally sourced, sustainable oils (jojoba, California olive oil) and responsibly-harvested materials. In our Coronado scent (the red one), for example, ground and roasted maya nut (or capomo) is an ingredient. For that, we’ve partnered with the Maya Nut Institute—a 501(c)3 non-profit whose mission is to fund and assist Central American women’s enterprises and teach the responsible cultivation of the maya nut.

ONE THING YOU CAN'T MISS IS:

Beards are as fashionable as ever, and today’s bearded man has many tools at his disposal for grooming this display of personal style. Peak Beard Theory oil keeps follicles healthy, protects against split ends and smells nice. We recommend applying to a clean beard in the morning, then keeping a 15ml bottle in your jeans pocket and applying throughout the day, and post-shawarma dinner.

YOUR BODY WILL THANK YOU BECAUSE:

Our top quality ingredients blend into your beard and skin, working to balance and protect and keep you looking presentable and attractive. The biggest complaint we've had from clients is that their wives and girlfriends have purloined the oil to apply to their own skin.