Rapper Rick Ross Taps Into the Booming Beard Business

William Leonard Roberts II, the rapper and businessman best known as Rick Ross, has tapped into the beard care market. After years of sporting a full, well-groomed beard, the 41-year-old hip-hop star has partnered with RICH Hair Care to introduce his own line of affordable luxury beard products.

Ross is slated to roll out his own line of RICH Hair Care beard-grooming products in January 2018, which will be sold at multiple Sally Beauty locations. The line will feature all kinds of oils, shampoos, and skin creams. The former correction-officer-turned-music-artist teased a bunch of the products on his Instagram account, including some that are currently being sold at the official RICH Hair Care website.

The business move makes sense for the Maybach Music Group CEO. Not only is his beard a signature part of his brand, but the business of beards has exploded into a movement on social media with popular hashtags such as “#beardgang,” “#BeardLife,” and “beardgods.” November has even been dedicated as the month to “kill the shave” for 30 days. In turn, male grooming lines have made immense profits from the trend, earning billions of dollars each year. According to a DeWolf study, the U.S. men’s grooming industry grew 5% in 2016, reaching sales of $8.9 billion. The study also states that “men’s skin care posted the highest growth (10%, $312 million), driven by brands diversifying beyond men’s shaving” and that “men’s hair care also had a strong performance in 2016 (8% growth, $1.0 billion), driven by strong demand for beard care products, including balms and oils.”

In addition to partnering with RICH Hair Care, Ross recently teamed with Ewing Athletics for a new shoe line with the sportswear brand. The rap star also has other business endeavors including chain restaurants Checkers and Wing Stop.