Alright – so today we’ve got the honor of introducing you to Lemar Robertson IV. We think you’ll enjoy our conversation, we’ve shared it below.

Lemar, thanks for taking the time to share your stories with us today We’d love to have you retell us the story behind how you came up with the idea for your business, I think our audience would really enjoy hearing the backstory.

The idea for Alpha Adonis came to me after I got out of the Army and started growing my locs. Early in my hair journey, I struggled to find products that actually worked for me, especially as someone with eczema and naturally coarse, 4c-textured hair. Most products I found would either irritate my skin or just weren’t made for men, let alone Black men. I remember standing in store aisles, frustrated that nearly everything was geared towards women, and feeling like I was compromising every time I bought something just to “make it work.”

Instead of settling, I dove into researching essential and carrier oils, learning about their benefits, and started experimenting in my own kitchen. Discovering the LOC method (Liquid, Oil, Cream) was a turning point. It made a real difference in retaining moisture and keeping my hair healthy. I used my homemade blends daily, and they became a staple for me, even bringing them to my loctician and asking her to use my formulas during my appointments.

As my hair and beard grew, I started using my own products on both, and that’s when I began to get consistent compliments and questions. People wanted to know my secret, and I’d always answer honestly: “I make my own products.” Over time, it became a running joke that I should start selling them, but the more I thought about it, the more I realized there was a real need. I wasn’t the only one looking for something better, something made for men like me.

That’s when Alpha Adonis was born. I spent a lot of time thinking about what I wanted this brand to represent, and the name had to capture both sides of the experience I was creating. “Alpha” stands for the mindset and characteristics of a true leader. Confidence, strength, authenticity, and the classic traits of the masculine Alpha male. But I also wanted to break the stereotype that caring about your appearance or wanting to feel attractive somehow takes away from your masculinity.

That’s where “Adonis” comes in. He’s the Greek god of beauty, representing not just good looks, but pride in how you present yourself. I wanted to show that there’s nothing wrong with being masculine and still wanting to feel handsome, or even beautiful in your own way. It’s about merging strength with self-care, and showing men that investing in themselves, looking good, and feeling good is not just acceptable, it’s powerful!

With Alpha Adonis, my mission is simple: to help men embrace both their strength and their desire to look and feel their best, confidently and unapologetically. That’s why I call Alpha Adonis The Upper Echelon of Men’s Self-Care, because every man deserves products, experiences, and a community that’s truly a cut above the rest.

Awesome – so before we get into the rest of our questions, can you briefly introduce yourself to our readers.

My name is Lemar Robertson IV, and I’m from New Orleans, LA. I am a disabled combat veteran who served in both the Air Force and Army, with multiple tours in Iraq. I’ve always been creative and have had an entrepreneurial spirit. In addition to my entrepreneurial spirit, I have a solid educational background. I currently work as a Business Continuity Project Manager and hold an MBA, which equipped me with the knowledge and tools to operate and grow my own business.

My journey began by crafting my own personal products for my locs. Naturally, I started to use these same products on my beard. People around me began to notice a significant difference in the growth, strength, and overall presence of my hair. I would often receive compliments from complete strangers. Friends, family, and even acquaintances would come to me for advice on what they should use, and that’s when I started thinking I might be on to something. I knew there was a need because I had to create a solution for myself. I genuinely enjoy solving problems. Fun fact: one of my favorite pastimes is solving puzzles and riddles.

Alpha Adonis offers a range of grooming products including beard wash, moisturizing mist, beard oil, and beard butter. The core of these products is built around the LOC method, a system designed to retain moisture, which is especially beneficial for coarse hair. This is something I personally understand the struggles of. Each oil and butter features a unique fragrance with names like Bespoke, Intuition, Dominance, Influence, and Oud Seduction. Each one represents different characteristics of the Alpha Adonis. There’s also a natural selection without any fragrance. In addition, I do limited releases of merchandise such as dopp bags for your products and t-shirts with our logo and signature quotes.

Alpha Adonis provides a solution for men who care about their grooming and want to look good, feel good, and smell good. What sets us apart is that we offer every product needed for a complete beard grooming ritual, keeping your beard clean, soft, well-moisturized, and smelling amazing. Many men face the challenge of dryness and don’t know how to properly retain moisture in their hair. There’s a common misconception that oil is a moisturizer, but we provide both the education and the solution. The research and personal journey behind these products are what make them special. I stand by my product.

This journey didn’t happen overnight. It’s been years in the making. I am proud to provide a solution that works, as proven by the many repeat customers. I’m proud to see my creation grow from a personal product to a full line of offerings.

Most importantly, I want people to know that these aren’t just cookie-cutter products. I’ve invested years of time and energy to create this. Alpha Adonis is the Upper Echelon of Men’s Self-Care.

Can you talk to us about manufacturing? How’d you figure it all out? We’d love to hear the story.

Yes, I manufacture all of my own products. When I first got started, I didn’t have any formal background in manufacturing. I was motivated by necessity and my own skin issues. I began by researching the benefits of different essential and carrier oils, since I have eczema and would often break out when using certain store-bought brands. After a lot of trial and error, I found a formula that truly worked for me. From there, I looked into ways to scale up and produce larger batches without losing quality.

Throughout this process, I have learned that patience and persistence are essential. Creating something worthwhile takes time, attention to detail, and a strong commitment to consistency. It isn’t always easy, but seeing the results and hearing positive feedback from customers makes every step worth it.

Alright – let’s talk about marketing or sales – do you have any fun stories about a risk you’ve taken or something else exciting on the sales and marketing side?

Getting people to buy into a new brand can be tough, especially when your main marketing channel is social media and you don’t have a large following. One experience that stands out to me was at the soft opening of a new cigar lounge in my area. I was invited by a friend who knew the owner personally. We spent some time talking and enjoying a few cigars together. As we chatted, I noticed the owner had a beard. I thought to myself, this could be a perfect opportunity to shoot my shot!

I decided to introduce him to Alpha Adonis and told him about my products. I happened to have a few samples with me and offered them to him to try. He was genuinely impressed by what I shared. To my surprise, he invited me to come back another day so he could test out more of the products from my line.

When I returned, we talked further and built a connection. That conversation led to my very first product placement in a brick-and-mortar store. The experience taught me that you really do miss 100 percent of the chances you don’t take. Now, I never sleep on an opportunity. Every moment could be the next big step for my business.

Contact Info:

• Website: https://www.alphaadonis.com
• Instagram: @alphaadonis_
• Facebook: Alpha Adonis