Alright – so today we’ve got the honor of introducing you to Ken Sallee. We think you’ll enjoy our conversation, we’ve shared it below.
Alright, Ken thanks for taking the time to share your stories and insights with us today. How did you learn to do what you do? Knowing what you know now, what could you have done to speed up your learning process? What skills do you think were most essential? What obstacles stood in the way of learning more?
When I first started creating content around beard products, it was a hobby. I have a beard, I buy products, so I figured I would have fun talking about them. I never realized how much those goals would transform over time.
Most people don’t think about what goes into a bottle of beard oil. There are thousands of different ingredients out there, and beard product makers are always trying to find the next best thing, or at least something different to set themselves apart.
On the content creator side of reviewing beard products, there are many different reasons that people start talking about beard products. For some, it’s a hobby. For some, they want to make quick money, gain access to free products, or simply try to have fun making videos. If you are going to set yourself apart from the rest, you have to be different, or at least provide information that people find valuable above how a beard oil smells or feels in your beard.
From the start, I wanted to be different. I wanted to be known for actually knowing the craft of making beard products – even though I don’t make them. If I understand how beard products are made, then I understand how to review them. My process for making content in the beard and men’s grooming niche goes about feel and smell. I want to know the ins and outs of every ingredient. I want to know how every ingredient works with beards. Since all beards are different, ingredients react differently with different beards, and I want to be able to relay that information also. Beards have different colors, which affects how oils absorb. Beards have different porosity, which affects how oils interact with different beards. There are some ingredients that shouldn’t be in a beard product, and I want to be able to not only relay that information, but be clear on why.
To be valuable to companies I consult with, I want to be able to relay information about how beard products are created – how they are measured, how they are crafted, and how they should be labeled. The FDA has various laws and regulations on how businesses have to label and create products. The International Fragrance Association has different regulations for how much of certain fragrances can be used depending on the application of the product. There are tax laws, business laws, best practices, and so much more that dictate how a company can operate. I want to be able to relay that information to companies in an effective way, in order to help them best succeed.
To be valuable to beardsmen who come across my videos, I want to be able to teach about ingredients, proper use, and what types of products would work best for everyone’s use case. I want to be able to help them spend their money wisely, on products that will actually work for them. Not only that, I want to be known as someone that people can trust. In order to accomplish all of these things for companies and consumers, I have to be educated.
I spend hours every week – outside of creating content – researching all of these things. From FDA laws to individual ingredients. Without research and knowledge, my videos would be far less valuable. Without listening to my audience and finding out what they like and what they want to know, I would be far less valuable.
What started as a hobby has turned into a quest for never-ending learning, in an effort to turn what I love into a business. With that, I am not only able to provide valuable information to consumers and companies through public content, but I am able to consult with companies privately – learning first what their goals are, and then helping them get there.
I am still learning the craft every day, and that will always be the case if I want to continue to improve and become a more valuable asset for consumers and companies.
Awesome – so before we get into the rest of our questions, can you briefly introduce yourself to our readers.
My name is Ken Sallee, known as Kensconsin on social media. I am a beard industry consultant and content creator. I started off like most other content creators – I have a passion and wanted to start sharing that with the world through the art of content. I uploaded my first video in March of 2020. Like most others, the pandemic had us at home, isolated from the world. We were all looking for something to fill our time, and I turned to content around beards.
Again, it started as a hobby. But my passion grew, and I began to dive into research about beard products and the ingredients that make them. It wasn’t long before companies started reaching out to me directly to review their products. When they did, I was honored, and I took my role even more seriously. It’s easy to try a product and tell a company how it feels and what you think of the scent. What is hard about, if you’re not prepared – giving true constructive feedback that helps a company improve. And to do that, you have to know everything about that bottle of beard oil. From labels, to bottles, to application methods, and most importantly – ingredients and how to put them together – all of that and so much more will help companies improve and grow to become a revenue generating machine for the owners. For these owners, I solve the problem of creating great products and growing their brands.
I also developed a huge sense of responsibility to consumers, and this became my main priority. Viewers are going to watch my video and consider making purchases based on my recommendations. The information needs to be thorough, accurate, honest, and most importantly – educated. For consumers, I solve the problem of making informed decisions on purchases and using the right products for their beards.
I do all of this with the help of my wife, Melissa, who also reviews products with me, giving her perspective from a ladies point of view. This helps men choose products with their wives in mind also, in an effort to make sure their wives enjoy the products and scents they use also. When she is not working with me to film content, she is constantly supporting me in every way possible to make my business and platform a success. I truly couldn’t do this at a high level without her support.
Some of my proudest accomplishments are the numerous companies I have helped start or improve their products. In September 2023, I was contacted by Deadman’s Beard Company to test and review their products. The owner Bryant sent his products and I began testing his products. Over the weeks of testing, it was a huge struggle because I love the way the products felt in my beard, but I didn’t like the scents. If I was to film a review, it would have been a tough sell to most guys because I am only going to be completely honest – and most people wouldn’t have tried the company based on my review at that point. Instead of filming the review, I reached out to Bryant and asked him if we would be willing to work together on the scents. He loved the idea, so we got to work together. We completely changed his entire line of scents into something that was now incredible. Additionally, his beard butters and balms were very gritty and textured. That is not inherently a bad thing, but a lot of guys don’t like gritty beard butters and balms. We worked on his blending and cooling process, and now his products are very smooth and nourishing, and something that has turned into a fan favorite. I also helped him develop an amazing beard wash and conditioner, and we worked on his website. The Deadman’s Beard Company I knew in September 2023 is now totally different, and I remain working alongside Bryant as an advisor. This company has a bright future in the industry, and I am proud to say that I am a part of that success.
Another proud moment is developing and releasing a beard product line and cologne scent from Weatherbeard Supply Company called “Door County”, a tribute to my favorite destination in Wisconsin. Inspired by the beauty of Door County, Wisconsin – known for its stunning shoreline, parks, and all things cherry – this scent is absolutely amazing!
It features notes of cherry, vanilla, and to tie it all together, we’ve added a touch of fresh, woodsy cologne. This combination creates an incredible fragrance that captures the essence of Door County’s charm and natural splendor.
I have also worked with several other companies to develop scents, deodorants, and many other grooming products. I truly love what I do, and love consulting with companies and reporting back to consumers through my content. What do I feel sets me apart? The time that I give to this industry. The amount of research I do in an effort to always be one step ahead of what’s going on in the industry. Above all – the integrity and thoroughness I give to the industry and content niche. I have a huge passion for making this industry the best that it can be, and want to be known someday for my contributions to it. Most importantly, I am loyal to the people that support my platform, and my wife and I try to give back in every way possible.
We’d love to hear the story of how you built up your social media audience?
The best advice I can give for any new content creator who wants to build an audience – no matter the niche – work as hard as you can, and always have the attitude that nobody owes you anything. Audience members don’t owe you their time. Companies don’t owe you products or the privilege of working with them. As creators, we owe it to your audience to create content that they actually want to see. We have three main reasons for creating content – to educate, to inspire, or to entertain. Oftentimes it’s a combination of those three things. You won’t grow a social media platform overnight. You have to work hard and spend as much time as you possibly can to build a platform that people want to be a part of. After you have worked, and you start to see your audience grow, don’t take your foot off the gas. Work harder. Be loyal to your audience, and work to always improve. Follow industry news, and listen to your audience. They will often tell you what they are looking for. Most importantly – don’t treat them as an audience. Treat them as a community, a friend, or family. Without them, we have nothing. We owe it to them to be the best creators we can be.
What’s the most rewarding aspect of being a creative in your experience?
For me, the most rewarding part of being a content creator is that I am working to improve others’ lives. My research, my time, my content, and everything in between is all done in an effort to solve their problems and make they lives better. For some people, that just means a positive place to hang out during my Sunday night livestreams, surrounded by good people who want to spend a few hours having fun and focus on something other than our daily lives. For others, it means spending their money wisely on products and finding out what is out there in the beard and grooming industry. For companies, it means getting better and growing their brands. Everything I do is done with all of them in mind. If I can be remembered for only one thing – I want to be remembered as someone who was a friend and someone who made their lives better.
Contact Info:
- Website: https://beacons.ai/kensconsin
- Instagram: https://www.instagram.com/kensconsin/
- Facebook: https://www.facebook.com/kensconsin
- Youtube: https://www.youtube.com/@kensconsin
Image Credits
Ken & Melissa Sallee, Kensconsin