Hidden Chin is all about the Beard! Our USP is a contemporary, ergonomic, cruelty free, pocket sized beard brush - the 'Index Beard Brush' sits on your index finger for discreet grooming on-the-go wherever you are. Suitable for all religions and vegan friendly with NO boar bristle - and no annoying bristle shedding! Our conditioning beard oil is packed with the essential ingredients to soften, nourish and moisturise not only your facial hair, but also the skin beneath - so important for healthy beard growth. We have added Vetiver root oil for an earthy, masculine scent. AKA 'The Oil of Tranquility', Vetiver has been used for centuries in aromatherapy treatments for its relaxing and calming quality. Beard trends can last decades, history proves this, but Hidden Chin is designed to target not only the bearded trend but also those whose beards form part of their religion. In 2017 in the UK alone, the percentage of men in the 18-39yr old bracket sporting some kind of facial hair has risen to 61% (an increase from 41% from 2011) - of that 61% of 18-39yr olds, 44% have a full beard (that is a huge jump from 18% from 2011). Spending on men's grooming product in the UK has risen to almost £1bn a year (NOT including hair care product which is a £15+bn market in itself!) which is almost £41 on average for every male in the UK and accounts for just over a quarter of the average monthly spend of a British man (£155 on clothes, shoes, grooming). Men's grooming is a growth business as more pride is taken in appearance and Hidden Chin are committed to improving and adding value to bearded gentlemen both here and abroad that take the utmost care of their facial hair.