How growing a beard went from a rejection of grooming to a grooming bonanza
There’s a new drugstore category that’s really growing and, fittingly, is about really growing: beard care. It would have been a challenge to find a single beard-care product in CVS or Target a decade ago, but, in most stores today, the facially hirsute are greeted with an assortment of beard oils, balms, shampoos, and conditioners.