Stuck in the quiet of his apartment in St. John’s, Newfoundland and Labrador, during the Covid-19 lockdown, Bryan Godfrey was searching for ways to pass the time. With little else to do — and his beard slowly but steadily growing out as the days blurred together — he decided to start a small YouTube channel to document a pandemic-spurred beard-growing experiment. 

It wasn’t long before Bryan found himself diving deep into the world of beard care. Testing beard oils, balms, and washes from countless companies, he began to notice a pattern: Many companies were selling products that fell short of his expectations, leaving him underwhelmed. 

“I was reviewing all these beard products for my channel and after a while, I realized I could make something better than most of the stuff I was trying,” he recalls. And just like that, the idea for Caribou Beard Co. was born. 

Table of Contents

• Crafting the ultimate beard care experience
• Affordable excellence for every beard
• Customer care, the Caribou way
• The power of local community
• From overwhelmed to on-top-of-things
• Growing strong, staying true
• Build your business with confidence

Crafting the ultimate beard care experience

If Caribou Beard were to have any chance against the thousands of competitors on the market, Bryan knew the company would have to be about more than simply another beard oil or balm. Quality was key. So, from the start, he made it a point to use only premium, certified organic ingredients. 

Synthetic fragrances and chemical fillers have no place in Caribou Beard products. Instead, the brand leans into the natural potency of organic carrier oils and essential oils — pure, high-quality ingredients that give Caribou Beard customers the best products possible.

It’s this unwavering focus on quality that has made Caribou Beard a favourite with men who value natural, effective beard care, with each offering in the line — from luminous oils to the brand’s best-selling beard wash — reflecting Bryan’s commitment to craftsmanship. 

Affordable excellence for every beard

But premium doesn’t have to mean expensive. One of Bryan’s goals has been to keep his products reasonably priced, even as he prioritizes quality, organic ingredients. “We strive to make sure our products are available at the best price we can offer,” he says. “This has made us competitive with American beard care companies, even after taking into account currency conversion costs.” 

This balance of premium ingredients and fair pricing has helped Caribou Beard stand out not only for the quality of its products, but also for the value it brings, making top-tier beard care available to a growing number of customers across Canada. 

Customer care, the Caribou way

While affordability and quality stand at the core of Caribou Beard Co., Bryan believes exceptional customer service is equally important. It’s why he’s built a customer-friendly return and refund policy into the foundation of the business.

“I’m not happy unless the customer is happy,” he explains. “So, if a customer is dissatisfied with our product for any reason, I’m more than willing to work with them to resolve their concerns, whether that’s sending out a replacement item, or giving them a refund or credit.”

This customer-first approach has become another hallmark of Caribou Beard’s success, providing a level of customer service that’s helped the brand build a loyal customer base by fostering long-term relationships with customers who know they can trust both the product and the service behind it. 

The power of local community

The name “Caribou Beard” itself is a tribute to the strength and resilience that defines the province of Newfoundland and Labrador — a region where the caribou has long been a symbol of endurance. By naming his company after this iconic animal, Bryan connected his brand to the spirit of perseverance shared by his community.

So it’s fitting that, while Caribou Beard started out as an online business, the brand’s turning point came at the St. John’s Farmers’ Market, a local community market that takes place every Saturday throughout the year. There, in the heart of St. John’s, Bryan found an eager, supportive community ready to embrace the Caribou Beard line of beard care products.

Once the business joined the market, word of mouth quickly spread — and what started as a niche online store soon became a local favourite. For Bryan, this sense of community and the feedback he receives from customers at the market has been invaluable in shaping the future of Caribou Beard. 

“After we joined the St. John’s Farmers’ Market, the business really took off,” he says. “It’s a great feeling to hear repeat customers tell you how much they love what you’re producing, and it really makes you want to keep going.” 

Participation in the farmers’ market not only helped Bryan grow a loyal customer base, but also gave him the confidence to think bigger. As Caribou Beard grows, he continues to carry the lessons he learns from his community — always listening to feedback and valuing relationships as much as sales. 

From overwhelmed to on-top-of-things

Behind every successful small business lies a pile of paperwork — and for Bryan, that paperwork turned into one of his biggest challenges. With Caribou Beard thriving, the financial side of the business became increasingly complex, and managing inventory, sales, and expenses started taking up more time than he could afford.

Realizing he needed help, Bryan connected with a local bookkeeper and turned to QuickBooks to streamline the business’s finances. “Finding a bookkeeper and using QuickBooks to manage the financial side has made a huge difference,” he says. “Also, the integration with Shopify in particular has made it so easy to track sales and expenses in QuickBooks. It helps me feel confident that I’m not messing up my tax filings.”  

Growing strong, staying true

With a broader product line in the works and a strategic marketing push underway, Caribou Beard is gearing up to become a leader in the national beard care market — without losing sight of what made it special in the first place. Bryan’s vision for the business is clear: “When you think beards, we want you to think Caribou Beard Co.,” he says.

No matter how big the business gets, though, Bryan is determined to stay true to the same values that helped Caribou Beard succeed in the first place: a dedication to quality, community, and customer-first service. 

This dedication has already earned the brand notable recognition. Recently, Caribou Beard won the Platinum award in the Men’s Grooming Products category at the St. John’s CommunityVotes competition — a testament to how well-loved the brand is within the local community. “It was totally unexpected, but we’re so happy that people love our products enough to vote for us,” Bryan says. 

And as Caribou Beard expands across Canada, the brand’s values will continue to be at the heart of every business decision Bryan makes — ensuring that its growth won’t come at the cost of integrity.

Build your business with confidence

Starting or managing a business can feel overwhelming, but it doesn’t have to be. QuickBooks Online can help you stay on top of your finances with tools to manage cash flow, organize expenses, and keep track of profits. No matter where you are in your business journey, QuickBooks is here to support your growth every step of the way.