SUMMARY: This product quickly melts to a liquid consistency when rubbed between hands before massaging into beard. I like its smell, not strong and not weak. i love this feeling BACKGROUND: I have had a close-cropped beard for decades but only started growing a beard when I started working remotely due to Covid-19. So, I'm new to long beard grooming and have never used beard grooming products on a short beard before. WHAT I LIKE: - Easy to use. It's a solid balm in a jar, but it's easy to pick up a lima bean-sized amount and rub between your hands where it turns into a liquid form and is easy to spread over my beard. I love the smell of it. I can't describe it, but pleasant and not intrusive. The scent is male, not floral. I also use unscented oil so I can only smell this conditioner balm. The product is made in the USA and according to the product description they give 5% of their profits to US Veterans. I use every product. Leave on hands after applying to beard to apply to scalp (I keep hair very short so scalp needs moisture). The scent "Fearless" is better than the scent "Conqueror". For this reason alone I give this product 4 stars (and the fragrance "Fearless" 5 stars). If I hadn't tried the Fearless scent at the same time as the Conqueror scent, I probably would have given this product a 5 star rating. They work very similarly so I can only tell the difference by smell, not how they feel or how easy they are to apply to my beard. CONCLUSION: Up until this year I had never used beard care products. Now that I have a long beard I think I will continue to use this company's line of products. Recommended! UPDATE 11/1/2020: I have changed my rating from 4 stars to 5 stars. After using Gladiator Beard Balm, I really liked all three flavors (Icon, Conquer, Fearless). In fact, I threw in the trash another beard balm I reviewed from another seller and I plan to only use the Gladiator brand as long as I have a "Covid-19" beard. :)
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