AKEIL ANDREWS is a living testament to the determination of the human spirit.
In December 2020, at the height of the covid19 pandemic, Andrews defied all odds by launching Beard Boss, a men’s product dedicated exclusively to beard care and maintenance.
He knew all of the risks. Small businesses were shutting down, restrictions were imposed on non-essential activity and for many, there was a sense of hopelessness.
But Andrews was eager to launch Beard Boss, which he knew, even then, would be a game-changer.
Today, after just five years on the market, the product has revolutionised the men’s care industry, drawing greater awareness to beard etiquette in a way that also celebrates confidence, masculinity and empowerment.
“The brand is extremely popular and trending on Instagram, Facebook,” an excited Andrews, 31, told Newsday on January 14.
Andrews said the Beard Boss calendar, which was launched in 2022, has become a signature feature of the brand.
A hit with the ladies, it features 12 men, mostly familiar faces, from diverse backgrounds in Tobago.
The men, whom he refers to as “ambassadors,” have all been exposed to the brand and continue to share testimonies of how it has improved their appearance and confidence.
Among those who have appeared on the calendar since its inception are THA Minority Leader Kelvon Morris, arranger Keishaun Julien, entertainer Kedane O’Connor, graphic artist Eric Forbes and Tobago Performing Arts Company dancer Zari Kerr.
This year, the calendar features pan arranger Ojay Richards; spoken word artiste Kleon Mc Pherson; musician Khalen Ja Moi Alexander, Assistant Secretary, Division of Tourism, Culture, Antiquities and Transportation, Niall George and social activist Jaiye Melville, among others.
Andrews, who is also a public procurement practitioner, said some of the ambassadors in this year’s calendar are actually men he met at social events or other engagements.
“They would say, ‘I want to be on your calendar.’ People often ask me how I choose my ambassadors. But it is really them coming up to me and saying they have been using my products and want to be on the calendar.”
[caption id="attachment_1133586" align="alignnone" width="723"] Founder of Beard Boss Akeil Andrews -[/caption]
He said some men have already told him they want to be included in the 2026 calendar.
During the launch of its 2025 edition at the Avocado Lounge, Le Chateau, Mt Pleasant, Tobago, on January 10, Andrews told the audience, “This iconic calendar features 12 charismatic ambassadors of the Beard Boss brand who embody the essence of modern masculinity and impeccable grooming.
“The calendar quickly became a staple within the industry resonating with individuals who not only appreciate the art of grooming but the celebration of diverse grooming styles.”
He believes the calendar has cemented Beard Boss as an industry trendsetter.
Andrews said the brand comprises four products, including two beard oils, Hercules Mint and Soft Lemon Coconut, which are sold in 120 ml bottles.
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