At A Glance

Men’s grooming habits weren’t widely discussed when Spencer grew a beard for No Shave November in 2015. Surprised by the positive feedback he received from other men, he identified an opportunity to develop products tailored to beard care and co-founded Live Bearded with his best friend in 2016. By embracing steady, intentional growth in E-Commerce, Spencer has built a purpose-driven brand that prioritizes its “brotherhood” of customers over short-term sales.

Who is Spencer?‍

Meet Spencer Davis, Co-Founder of Live Bearded!

About Live Bearded‍

Founded in 2016 by two best friends, Live Bearded is a men's grooming company made by beardsmen, for beardsmen. It believes when you look good, you feel good, and when you feel good, you Do Better in all areas of your life. As a company, Live Bearded sells grooming products, but we exist to support our community and celebrate brotherhood. All products are proudly made in the USA with all-natural ingredients and used by hundreds of thousands of men each and every day.

Spencer’s Entrepreneurial Journey‍

After graduating from Arizona State University with a business degree, Spencer initially planned to pursue a career in real estate. While he found success and built a sizable portfolio, he grew tired of always chasing the next deal, which prompted him to reconsider his path. Exploring new opportunities, he began studying E-Commerce, focusing on content marketing, sales funnels, and product development. Though eager to start an online business, he had yet to identify a clear gap in the market.

Around this time in 2015, Spencer was growing a beard for No Shave November. “I was growing my beard long for the first time, and surprisingly, a lot of guys would compliment it,” he recalls, noting how his facial hair became an unexpected conversation starter. “It was interesting because men don’t typically compliment each other on many things.”

Spencer shared this insight with his best friend of ten years – and future business partner – Anthony Mink. “I think there’s this big wave trend of guys growing beards, but there’s not a lot of products on the market to satisfy it,” he explained. “Beards have long been perceived as coarse, unruly, and neglected because guys weren’t grooming them. I think there’s an opportunity to build something in this category.”

In 2016, Spencer and Anthony co-founded Live Bearded. Reflecting on the brand’s mission, Spencer says, ‘We discovered that bringing men together through beards was like a ‘Trojan horse.’ Ultimately, we wanted to create a community and brotherhood, and connect with men more than just selling products.”

The Team at Live Bearded‍

Live Bearded’s structure has evolved significantly over the years, Spencer explains. The co-founders initially operated as digital nomads, running the business remotely from laptops while traveling through Asia and Hawaii.  

As the business grew, Spencer and Anthony made the decision in 2018 to centralize operations, establishing headquarters in Tempe, Arizona. “We started as a 3PL with everything outsourced to prove the model,” Spencer explains. “From there, we brought operations in-house and began building out our own warehouse and internal team.”

Today, Live Bearded employs a team of fifteen who manage everything from fulfillment and operations to customer service, content, creative, and marketing. “Having our entire team under one roof is something we’re really proud of,” Spencer adds. In addition, the company leverages external support through virtual assistants, agency partnerships for Meta, Google, and Amazon media buying, and a fractional CFO.

What Excites Spencer about Being an E-Commerce Leader?‍

Describing himself as a hands-on leader, Spencer prioritizes staying closely connected to his team. “As a founder, you need to roll up your sleeves, making sure that you’re not delegating to the point that you lose a pulse to how the company is being run,” he says. When challenges arise, he embraces the opportunity to collaborate on solutions. “It’s about seeing where the team needs support, what constraints they’re facing, and how I can block and tackle to make their job easier,” he adds.

At the same time, Spencer acknowledges the difficulty of moving beyond the ‘scrappy startup’ mindset, executing while staying lean, even though Live Bearded crossed $10 million. “As headcount grows, you need some organizational structure,” he says. “But it’s easy to get lost in the sauce and run down with meeting after meeting – it can be very draining.”

Business Growth and Revenue Strategies

Balancing Reinventing in Business vs. Drawing Profits‍

For the first 18 months, the co-founders reinvested 100% of profits back into the business. This approach continued even as the brand began gaining traction in the months that followed – they took only modest salaries—far from enough to live on. “Our thesis was that we were betting on ourselves,” Spencer explains. “The company was growing and generating profits, but to sustain inventory and support an aggressive growth rate – without taking on debt or outside investment – we needed to reinvest everything.”

Leveraging Seasonal Drops as a Profit Engine

Live Bearded’s peak season runs from fall through the holiday shopping period, but Spencer credits the brand’s seasonal drops as a key profit driver throughout the year. Released between major sales events like Father’s Day, these limited offerings are carefully forecasted to sell out quickly. “We calculate how many drops we can produce to ensure they move fast,” he explains. “Then we charge a premium – 10% above our standard pricing – so we’re not discounting but instead creating value through the limited availability.”

This approach, what Spencer calls “the backbone of the business,” allows the company to compete with paying the ever-increasing marketing costs to acquire customers.

Live Bearded’s CX Philosophy‍

Co-founders Spencer and Anthony drew on their decade-long friendship to shape Live Bearded’s approach to CX. They weren’t just selling products – they were creating a brotherhood where every customer is treated like a friend. “Applying that lens to every aspect of the business, the impact has been great – it shows in the brand we’ve built and the community around it,” Spencer explains. Today, a private Facebook group of more than 30,000 members stands as a testament to the strong, supportive connection they’ve built with their customers.

Going the Extra Mile for Customers‍

There isn’t a single standout “going the extra mile” story at Live Bearded because that mindset has been embedded in the brand’s DNA from day one. Thirty days after a first purchase, every new customer receives a check-in email asking how they’re enjoying the product, as well as the brand’s service and support, and whether there’s anything that could be improved. Spencer personally responds to every reply. “I get dozens of emails daily from customers saying, ‘I needed this message,’” he shares. “It’s not the most scalable strategy, and that’s why it’s so great.”

That same philosophy extends beyond the individual customer. Believing small gestures go a long way, the team also shows up for customers’ families. In the event that a subscribed customer passes away, Live Bearded sends flowers and a care package to their loved ones. Their return policy reflects a similar spirit, encouraging customers to gift unwanted products to a “bearded brother” who may not otherwise be able to afford them.

As a purpose-driven brand, Live Bearded also launched the LB Foundation, a nonprofit that supports causes such as Feed A Billion, Make-A-Wish, and Phoenix Children’s Hospital.

How Live Bearded Fosters Innovation‍

The men’s grooming space has become increasingly competitive over the past decade, and Live Bearded stays ahead by prioritizing product innovation that keeps customers engaged. “We release seasonal fragrances every quarter – it’s a major revenue driver, but it also keeps things fun,” Spencer explains. The brand further builds excitement through limited drops and campaign launches.

Spencer is quick to note that this momentum extends beyond products and into the company’s culture. “We have culture awards,” he says. “We love seeing our team push for innovation, whether it’s in product development, service, or how we support our customers.”

Spencer’s Key Goals for Live Bearded‍

With social, cultural, and financial factors constantly shaping consumer trends in e-commerce, Spencer believes a brand’s true success is measured by lifetime value (LTV). “Acquiring new customers is getting harder and harder, so I think the only way to win is to play the LTV game,” he explains. “Treat your customers extremely well, incentivize them on the back end, humanize their experience, and invest in relational – not just transactional – interactions.”

With LTV as its key goal, the brand is rebuilding its loyalty rewards program with a stronger focus on the post-purchase experience, aiming to introduce customers to complementary product categories. For example, a customer who initially purchases beard care products may be guided toward Live Bearded’s body care line and apparel offerings.

Spencer’s Advice to Aspiring E-Commerce Leaders‍

To anyone with E-Commerce aspirations, Spencer emphasizes the importance of avoiding assumptions about how an idea will perform or be received. “Prove the concept and then scale. We started Live Bearded with a $50 logo from Fiverr, the cheapest landing page, and creative from my iPhone 6,” he says. “Test quickly to validate product-market fit and positioning, and let the market tell you – not your mom or friends who already believe in you.”

He also underscores the importance of playing the long game when it comes to LTV. “Find a product and position yourself in a way that builds relationships,” he says. And despite the rise of AI across E-Commerce, people still want to feel a “human element” during the CX journey.  “You’re not going to win by chasing one-off transactions – acquisition costs aren’t getting any cheaper, nor are they likely to,” he adds.

If Spencer Had 10 Extra Hours A Week‍

Optimizing his downtime to learn new skills ultimately led Spencer to become an E-Commerce entrepreneur. He continues to carry that mindset forward and would use those extra hours to explore emerging AI applications. Highlighting the potential of agentic models, he says, “It’s untapped and so new that I would definitely dig deeper into understanding AI and how we can better leverage it for the business.”