About Us

 

Based in Dallas, Texas, LaFleur & Co. was initially founded as a project in which our founder crafted uniquely-scented beard oils for several of his close friends. Each of these friends, over the course of many small batches and nearly a year of testing, provided feedback for product scent, texture, and packaging. These friends, each a gentleman with a unique background and tie to our founder, became the inspiration and namesake for the respective LaFleur & Co. products. Over the course of that same year, the number of friends requesting oils increased exponentially, and with it, the ability to gain more feedback to better refine our product formulas to meet the needs of hair types across all ethnicities and beards of all lengths.

Who we are as a company is very much shaped by the truth that our first customers were the friends and family who helped critique and shape our products into what they are today. First, true friends give constructive criticism to help you improve: we take the feedback we're given and identify how we can improve our products based upon that feedback. Second, we strive to be the best quality beard company for our customers; this is especially so, knowing our family and friends use what we make. Third, each of our products is inspired by a friend of our founder/CEO, starting the tradition of naming each product for the friends who inspire us.

Speaking on the importance of feedback, founder Gary LaFleur states “Seeking feedback, to me, means being dedicated to improvement: understanding what you’re doing well but also identifying and understanding where you’re coming up short. Establishing this as a cornerstone of the (LaFleur & Co.) culture at the very beginning was incredibly important because I firmly believe in identifying opportunities for improvement in all aspects, especially in my own personal life…I wanted the company I had established to espouse that same belief…Engaging others for this feedback also helps us understand what others want in the products they use and to spread a little bit of excitement, organically, about what is coming down the pipeline.”