It won't take more than half an hour. I have a thick, rather curly beard, not long, more of a medium length. I was hoping for something to tame my hair but was disappointed to learn that while it worked initially, it didn't last long. It really held my hair in place and gave my mustache a nice look when I first applied it, but then again it only lasted half an hour. I think it smells very nice. Not very "manly" (actually more floral-fruity), but so smooth and not too powerful. The texture looks and feels like wax, not a balm at all, which is surprising given that beard waxes are most likely non-vegan, but this product is vegan, which is a huge plus. UPDATE: THIS IS NOT VEGAN. CONTAINS BEESWAX. HOW CAN IT BE FREE? I am very disappointed to learn this now after using it. NOT CORRECT! You need to rub a small amount on your palms and run over your beard. It feels kind of greasy at first, but goes away after a few minutes. It doesn't leave your beard feeling or looking greasy, and it doesn't feel heavy, which is good. I've also found that it's easy for me to shape my beard without having to use a beard brush. take a lot. Not that my beard turned into a disaster in half an hour, but it didn't look very groomed like it did the first time. My beard has really softened up, I have to admit, after a few hours. I should also add that this was my first use and not my last. Maybe my beard should "grow out of it"? I'll try again and update accordingly. Update June 20th: Okay, I've been trying a few more times and this product just doesn't do what it's supposed to do. Its hold never lasts more than a short time. It doesn't give your beard a strong hold and to be honest it makes my beard look greasy and curly than it really is. Keyword: SKIP THIS. It's too expensive for the results it gives. I gave it 3 stars first. Downgraded to 1. GIVE IT 0 STARS NOW AFTER DISCOVERING IT CONTAINS BEESWAX AND AT THE SAME TIME SAYING CRUELTY-FREE!
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