Welcome to Bobert Brush’s 2016 beard oil industry report for Australia.
I’m pleased to say I call this glorious country home, so I’m ideally placed as ambassador of the bearded gods to report on the state of the industry for you.
Now, Bobert Brush isn’t gunna give you any bullshit.
I’m not your typical beard oil collector, who curates his wares and stores them in an old ice cream tub under the sink.
No. Bobert Brush curates his specimens and stores them lovingly in a custom engineered graphite display case.
Oh alright, I keep them on my bedroom shelf.
But they are nicely aligned, categorized and logically ordered – with all the labels pointing to the front.
Now, I approach everything in my life in a logical manner. Not just arranging the bottles, but assessing the entire beard oil industry.
There is a big need for transparency in this relatively new industry. There are hundreds of locally produced options to choose from – as well as overseas options – and the choice can be bewildering.
It can seem as if a new beard oil company is springing up every 5 minutes, so I named 2016 the year of my first ever Consumer Guide for Australian Beard Oil.
The bearded gent needs to know that he is getting reasonable value when he makes that decision to buy beard oil online.
So, read onwards.
The beard oil industry in Australia is thriving!
Considering the size of our economy within the global scheme, our nation has a disproportionately large number of beard oil artisans and a very strong interest in beard oil from the general public.
Whilst the US and UK top the list of beard oil consuming nations, Australia is well placed within the top-1o interested countries world wide.
This Google Trends graphs shows relative interest in ‘beard oil’ within Australia since 2008.
As you can see, the industry started to emerge from early 2013, with slow growth in that year and then a huge spike starting from 2014 onwards – as people jumped on the band wagon.
Interest has been relatively steady since 2015, however there is every indication that 2016 is poised for further growth. Let’s look at global trends.
This graph shows the equivalent data for interest worldwide.
There is a clearly visible upwards trendline. The spikes represent December in each year, as people buy beard oils as Christmas presents for their bearded loved ones.
There is every expectation that Christmas 2016 will see a further global spike, representing further industry growth!
This interesting artifact, shows us regional popularity for beard oil globally.
The United Kingdom actually tops the list above the US (it’s just missing off the top of this picture), as the global nucleus of beard oil activity.
However, as you can see from the heat map, Australia is one of the global hot spots for beard oil.
Asia, Europe and South America are yet to catch on to the escalating global trend. Will 2016 be the year that beard oil dominance spreads further across the globe?
The exciting thing about this industry is its affinity with the prevalence and growth of global shipping. Beard Oil is small and easily packaged, so can be shipped internationally very easily. Given the wide range of pricing on beard oil products generally, the consumer can just as cheaply and easily acquire a beard oil from overseas than locally.
In fact, it is virtually always possible to buy a beard oil more cheaply from overseas!
This makes for an exciting future, where Australians will be purchasing a good majority of their beard oils from abroad and – equally as exciting – we will be exporting our beard oil wares overseas more than ever before.
First I will be completely transparent about what I have done.
I have assessed and reviewed all products sold online that meet the following criteria:
Subsequently, I have categorized the sellers into 3 industry segments.
Note: where a Direct Business also sells their products on an online marketplace, they are listed as a Direct Business only.
To qualify as a Direct Business, a company must:
Beard related websites or companies that’s simply re-sell other companies’ products are not included in this report.
Etsy is the most popular online marketplace within Australia where smaller beard oil artisans offer their wares for sale.
To qualify as an Etsy Online Marketplace seller, the sell must be based in Australia and offer products for shipment to Australia from etsy.com.
To qualify for an Amazon Online Marketplace seller, the sell must be based in Australia and offer products for shipment to Australia from either amazon.com or amazon.com.au
For each industry segment, I then analyse all the vendors and produce the below metrics.
If a seller offers more than 1 variety of beard oil, then I select the most representative sample from that sellers range.
For the most part, beard oil vendors tend to offer their various products at the same price point. There would have been no benefit to include multiple samples from each producer, as this would skew the data towards those producers offering more products.
This is the largest size of beard oil product sold by the vendor, in ml. If the vendor only sells in one size, that size is listed here. If the vendors sells in multiple sizes, this lists the greatest size.
This is the price in AUD of the largest volume product sold, exclusive of Postage & Packaging
This is the price in AUD of the Postage & Packaging, for shipment to Australia only.
If the vendor offers multiple postage options, the standard option is selected.
Pricing for international shipment (if offered) is not included in this metric.
Simply Price + P&P
This is the Total Price / Largest Volume.
Or in other words, it’s the price per ml inclusive of postage and packaging. Postage and packaging prices are arbitrary in a sense, given the profit margins on beard oil are so high. This metric gives you a complete picture of the relative value of the product.
This metrics tells us the number of carrier oils contained in the product.
Again, if a vendor offers multiple products, the most representative is chosen. In the vast majority of cases, beard oil vendors have a common base (carrier oil mixture) to which they may add various scents (essential oils) to make up their different products.
Note: some beard oil vendors inexplicably neglect to list their ingredients – either on their bottles or on their websites. In these cases, these metrics are omitted.
Likewise, this is the number of essential oils in the recipe.
It is common for vendors to have a range for the number of essential oils in their recipes. It is not common to find a vendor that sells one product with 4 essential oils and one with 8 essential oils. So, once again, when multiple products exist, the most representative sample is taken.
Note: Vitamin E is considered as an essential oil for this report.
This is an interesting metric and reflects the carrier oil that is contained in the highest proportion in the recipe.
I derive this from the oil that is listed first on the ingredients list on the manufacturers website or bottle.
Total number of vendors: 44
So there you have it. In 2016, the average bottle of beard oil supplied by one of the ‘high end’ vendors is going to be 30ml, contain around 4 carrier oils and 4 essential oils and set you back in the region of $34.95.
The average cost per ml is $1.11 per ml.
What is more interesting about the data, is the range of values we can observe. There is a vast variation in price: the price per ml varies from as little as $0.48 to as much as $2.50!
The most popular primary base oil was Jojoba, with 11 of 44 electing to use this oil as the primary ingredient in their recipes.
Total number of vendors: 25
Looking into the Etsy Online Marketplace segment, we see some interesting differences start to appear.
There is a greater range of volumes available, all the way upto a monster 125ml specimen!
The price range is also considerably lower, with the average price on Etsy being $2-3 dollars lower than its direct business cousin. Finally – tellingly – the average price per ml is significantly lower at only $0.75 per ml.
The most popularprimary base oil in this segment is once again Jojoba with 7 out of 25 selecting this oil for their products.
Analysis of the Amazon online marketplace (being the biggest online marketplace in the world) reveals an interesting anecdote.
Amazon.com.au (Australia local marketplace) does not retail any beard oil products!
Amazon.com (the Global – i.e., US based – marketplace) retails 3538 ‘beard oil’ products, yet only a mere 259 of these are eligible for international shipping to Australia.
And of these 259, I couldn’t find one that was produced locally in Australia!
So Amazon as a marketplace for beard oil remains utterly dominated by the US as of 2016.
So what conclusions can you – the man or woman on the street looking to acquire some beard oil – draw from this 2016 consumer report?
The below are Bobert Brush’s key take aways, for your beard oil search:
So to summarize, the beard oil consumer has to be wary in 2016 and ensure that not only is he purchasing a great brand with a great product – but one that provides reasonable market value compared to its peers.
All my beard all reviews are based on my patented Beard Oil Review Methodology, where I transparently grade the Value of the oil based on a comparison to the industry average benchmark price per ml.
Lastly, the industry really is thriving and I have sampled some wonderful Australian beard oil specimens – all locally hand produced.
If you want to save yourself some headache and take the guesswork out of the process, check out my the best beard oils in all of humanity!