Jersey City entrepreneur wants to inspire good dads and good grooming

Carlos Navas’ inspiration to launch men’s grooming products business The Beard Dad was close to home — his own mirror. He began growing a beard after the birth of his oldest daughter nine years ago and identified a need for a wider variety of men’s grooming products. 

“Everything was the same,” Navas says. “All the products were woodsy scented, which wasn’t what I wanted, and all the models in the marketing looked too perfect and not like real people.” 

This experience led Navas to start the Jersey City, N.J.-based company, The Beard Dad. The name comes from the fact that Navas’ three daughters used to playfully pull on his beard when they were talking to him. “You may have heard the term, ‘Girl Dad,’ which I am, but I’m also a beard dad,” he says. “The pulling on the beard is symbolic of me being a present father, someone my girls can always turn to. That’s the DNA of our business.” 

The Beard Dad is being honored by Jersey Shops, a program co-sponsored by Citizens and the New Jersey Devils to spotlight New Jersey-based businesses making an impact on their surrounding community. 

Navas recently shared how he started the business, what keeps him inspired and where he plans to take the company in the future.  

Hone your concept

Carlos Navas and his wife Jennifer dreamed of starting a business as a way to create something their family could own and to pay for their children’s education.

The couple decided on the concept on New Year’s Eve 2021 and launched on Father’s Day weekend, 2022. From idea to launch, they conducted market research and sourced goods to deliver a unique product that men really want.

“From our online survey we discovered that many men want to achieve the same results I was looking for — a soft and shiny beard that smells great,” says Navas.

To develop the products, the couple tested more than 25 different formulas. Eventually, the trial and error paid off. They found a source of premium shea butter from Ghana and crafted a signature scent using lavender, orange and peppermint essential oils to create The Beard Dad’s line of beard oils and balms.

While customer research and product sourcing may sound like big company undertakings, the couple accomplished them with limited resources, using savings and income tax refunds. The time and money invested in testing and refining the company’s product ensured that they had a product the market wanted at launch.

Bottom line

Devote upfront effort to solidifying your product, target customer and other important company details. Seek out advisors and mentors to help you find the answers and resources you need. One source of support for Navas was Rising Tide Capital, a cohort that provides training and advice to New Jersey entrepreneurs. He also identified a mentor through the Small Business Administration. “The support has helped us focus during our early stages and learn how to form and pitch our products,” he says. “We make mistakes, but we learn from them and grow.” 

Tip: Have a purpose

From the start, Navas wanted The Beard Dad to be more than just a line of grooming products. It was important for him to create a company that would showcase how successful men can also be present in the lives of children. The Beard Dad promotes this mission on its website and social media channels.

“I’m a full-time father and husband and committed to our company’s success,” he says. “Family comes first and operating this way shows that it’s possible. This is part of The Beard Dad’s mission.”

The effort is two-way. He puts his family first and his three daughters — ages 3, 8 and 9  — help the company succeed. For instance, they help put labels on bottles and pack orders when the couple needs help.

Part of The Beard Dad’s purpose is also to give back to the surrounding community and Navas does this by donating money and time.

For example, for No-Shave November (also known as Movember) last year, The Beard Dad donated a portion of its proceeds to a children’s cancer hospital to honor a family friend’s daughter who had cancer.

Locally, the business also supports New City Kids, which provides after-school programming for low-income youth.

“We want to serve with purpose and give back,” Navas says, noting that you never know what you’ll gain in return. “We actually learned about Jersey Shops through our involvement with New City Kids.”

The Beard Dad also partners with Jersey City’s Kismet of Kings, a nonprofit that works with young Black and Brown men to encourage leadership and entrepreneurship. “I participate in their mentorship program every month,” he says. “I value the opportunity to help them learn essential communication and life skills.”

Bottom line

When a business has purpose, you and your company benefit from the focus and momentum it provides. Choose a cause that is meaningful for you and, if possible, integrate it into your company mission. Purpose can provide unexpected benefits such as the ability to attract and keep employees, and the perseverance you need to keep going when you face business challenges. Through volunteering, giving back and promoting local organizations through your social channels, your business can also build a place for itself in the community. “It helps build word of mouth and create a tribe that will share your message with others,” says Navas.

Tip: Set goals for your business

The Beard Dad team recognized that it would need to set specific objectives if the company wanted to carve out a niche in a competitive grooming marketplace. Setting marketing goals that are feasible within its budget and focused on establishing visibility has helped them compete.

The Beard Dad’s products are currently sold on the company’s website and at local pop-up events. To increase visibility and foster word-of-mouth promotion, he visits local barber shops to share samples in the hopes stylists will recommend them to their customers. The Beard Dad also gets the word out through social media, with posts on Instagram to showcase the products and how to properly use them. Navas is encouraged by the number of orders that have come in from all over the country, purely from promotion that is primarily word of mouth.

“When I go into a retail store and see the aisle full of products, I’m aware that marketing on a shoestring is a challenge,” he says.  “It’s easy to feel intimidated but I’m developing patience.”

As The Beard Dad approaches its first anniversary, Navas has several aspirations for the company and acknowledges that financing, such a line of credit, might help him reach his goals.

“Financing can be challenging for a small business, but if you have faith in your mission there is no hurdle you cannot overcome,” he says. “Put your ideas on paper and create a plan for your future. Don’t think negative and don’t be afraid to fail. If you fail, fail forward and learn from your mistakes.”

Future plans include adding new products such as beard soaps and ancillary products such as t-shirts and hats that promote the concept of being a good and present father.

“One of our first products was an ‘Elevate Fatherhood’ t-shirt,” Navas says. “Dads who play with their kids and are an active part of the lives, bathing them, feeding them and reading to them, should be celebrated.”

Down the road, Navas would also like to create local events such as father/child block parties, and create a coloring book on fatherhood, to include as a bonus in orders. “There is so much we can do — the sky’s the limit,” he says. “I don’t focus on the negative side of things. Instead, I think ‘why not?’”

Bottom line

Setting specific goals is the first step toward mapping out what it will take to achieve them and what challenges you need to plan for. Start early to line up the right financing — such as a business line of credit, which allows you to draw only the funds you need — to help position your business to achieve your goals. Business loans can also help you be ready for challenges and opportunities.

Do you need guidance on your small business journey? Schedule an appointment with Citizens to receive assistance for your business.