This interview is with Bud Hadley, CEO at Warlord - Men's Grooming Essentials.

Bud Hadley, CEO, Warlord - Men's Grooming Essentials

Can you introduce yourself and tell us about your journey in creating a masculine brand in the men's grooming industry?

I'm Bud Hadley, a combat veteran, former respiratory therapist, and founder of Warlord—Men's Grooming Essentials. A men's grooming brand that started by accident. Back in 2013, I was working at a hospital with a huge beard, and my director came up to me one day and said, "Bud, you're a fantastic respiratory therapist, but you've got to do something about your beard—it's scaring the patients." That sparked a deep dive into beard care. At the time, there weren't many options on the market. The few beard oils I tried either smelled bad or felt greasy and didn't absorb well. I figured I could do better. Six months of testing later, I had a solid base formula and started creating my own scents. I had zero intention of selling them, but when I wore the beard oil to work, my coworkers kept asking if they could buy some bottles. I started selling a few bottles, then placed products in local barbershops and salons on consignment. A sales rep for a major beauty distributor found my products, tracked me down, and invited me to pitch the brand at their national headquarters. I pitched my products and they loved them and offered me a distribution contract. This was in the summer of 2016. After getting my first big order, I quit my hospital job and never looked back. That's how it started.

As a veteran entrepreneur, how has your military experience shaped your approach to building and running a bootstrapped startup?

I served as a combat medic in the Army, so I know what it means to make quick decisions under pressure, adapt to chaos, and stay mission-focused. That mindset shaped my approach to business, but here is the truth: you cannot build a great company alone. I had to learn to trust others, delegate, and lean on people who had strengths I did not, and business is no different. You lead by example, but you also build a crew you can count on. That is how I have been able to grow, by combining grit with trust in a strong team.

You've mentioned focusing on 'the guy who still believes in legacy.' How do you incorporate nostalgia and traditional masculinity into your product development and marketing strategies?

When I talk about the guy who still believes in legacy, I mean the man who remembers the smell of his grandfather's workshop, the sound of a V8 engine firing up, or the feel of a straight razor in his hands. That sense of nostalgia drives everything we do. I look at product development through the lens of tradition. What would a man from the past expect from a beard oil, a cologne, or a grooming product? It has to have a bold scent, feel purposeful, and deliver results. With our marketing, we do not chase trends or try to be flashy. We tell stories that men connect with on a deeper level. Whether it is the scent of pipe tobacco, worn leather, or a crisp barbershop, we build products that make a man feel like he is part of something bigger than himself. It is about honoring the past while creating something he can use today.

In your experience, what's the most challenging aspect of building a direct-to-consumer (DTC) brand, and how did you overcome it?

The hardest part of building a DTC brand is cutting through the noise. There are a million brands screaming for attention, and most guys have seen it all before. You have to find a way to stand out without selling your soul or following trends that don't fit. For me, that meant focusing on the story behind the brand, not just the products. I leaned into the nostalgia, the grit, and the legacy side of things. I speak to men who value tradition, quality, and purpose. It's about building a brand that feels like it belongs in their life, not just something they see in an ad. I overcame the noise by staying true to what I believed in, not chasing what everyone else was doing.

Can you share a specific example of how you've used storytelling in your marketing to connect with your target audience and build brand loyalty?

One of the most powerful examples is how I tell the story of our Southern Tobacco scent. It is not just about how it smells. It is about the memories it brings back for men who grew up around the scent of pipe tobacco, leather chairs, and old stories that get told over and over. I talk about how it feels like stepping back onto your grandfather's porch, catching a whiff of the past, and carrying that legacy forward. That story hits a nerve because it is real and relatable. When men smell it, they feel a sense of joy and connection. That kind of storytelling builds loyalty because it is not just selling a product; it is selling a feeling, a reminder of who they are and where they came from.

How do you approach scent branding, and what advice would you give to other entrepreneurs looking to create a unique sensory experience for their customers?

Scent branding is about creating an emotional connection. A great scent can trigger memories, emotions, and a sense of identity. My advice to other entrepreneurs is to stop thinking about trends and start thinking about how you want your customer to feel. What story does your brand tell, and how does that show up in the sensory experience you create? If you can answer that, you are on the right path.

You've emphasized the importance of knowing your customer. How do you gather insights about your target audience, and how has this influenced your content strategy?

The best way to know your customer is to listen. I spend a lot of time reading reviews, paying attention to comments on social media, and having real conversations with the men who buy my products. I look for patterns, for the words they use, and for the problems they are trying to solve. That gives me a clear sense of what they care about, what they struggle with, and what they value. My content strategy reflects that. I create stories, tips, and products that speak directly to those pain points and aspirations. When you know your customer, you don't have to guess. You can speak to them like you already know them, because you do.

As someone who's experienced both retail and wholesale sales, what's one key lesson you've learned about building customer relationships that other business owners might overlook?

One of the biggest lessons I've learned is that relationships are built in the small moments, not the big sales. It is easy to focus on the big orders or the big accounts, but what builds real loyalty is how you show up day after day. Answering emails quickly, solving problems without excuses, and following through on what you say you will do. That is what makes people come back. It is not just about making a sale. It is about being dependable and showing that you give a damn about them. That is what most business owners miss, and that is what keeps customers around for the long haul.

Given your involvement with nonprofits for veterans, how do you balance running a for-profit business with giving back to the veteran community, and what advice would you give to other entrepreneurs looking to make a social impact?

For me, giving back is not a side project. It is part of the mission. As a veteran, I know how hard it can be for guys who come back home and feel like no one gets it, like they are carrying the weight of the world by themselves. That is why I support nonprofits like K9s For Warriors, St. Jude Children's Research Hospital, and Voice of the Martyrs. They are all doing important work, whether it is helping veterans, supporting sick kids, or standing up for the persecuted. The key is to make giving back part of your business's DNA, not an afterthought. My advice to other entrepreneurs is simple: do not wait until you have "enough" to give. Start small, stay consistent, and make it part of your brand's story. You do not have to shout it from the rooftops, but if it matters to you, it will resonate with the right people. For me, giving back is not about marketing; it's about doing the right thing.

Thanks for sharing your knowledge and expertise. Is there anything else you'd like to add?

The only thing I would add is this: Whatever you are building, stay true to who you are. Do not try to chase trends or copy what everyone else is doing. Build something that means something to you, and it will resonate with the right people. That is how you create something that lasts.