Our Story

Frustration, Flaxseed, and the Search for a Better Beard.

Rooted wasn’t born in a boardroom. It started with a personal frustration: trying to find high-performance natural beard oils and other beard care products in New Zealand that wasn't loaded with artificial fragrances, trendy filler oils, or most importantly nut-derived ingredients that irritated sensitive skin.

The choices were either over-hyped international brands that felt disconnected from nature, or local products that didn’t deliver the results they promised. We knew there had to be a better way, grounded in the potent botanicals of Aotearoa and backed by real science.

So, we created it ourselves.

Our Philosophy: Clean, Effective & Without Compromise.

Our approach is simple: create the best NZ beard care on the market, using only what’s necessary and nothing that isn’t. This isn't just a marketing line; it's a strict formulation principle.

  • No Gimmicks, Just Performance: We focus on scientifically-backed formulations that work. We use high-performing ingredients like Olive Squalane and a potent Omega-3 complex derived from NZ-grown flax and kiwi seeds.
  • Formulated for Sensitivity: Our entire range is 100% nut-free. We use no artificial fragrances or harsh chemicals, making our beard oil, butter, and balm ideal for sensitive skin.
  • Rooted in Aotearoa: We use local and organic ingredients wherever possible, crafting and bottling our products in small batches right here in New Zealand to ensure absolute quality and freshness.

Our Promise to You

We believe you shouldn't have to choose between clean ingredients and effective results. Our promise is to provide high-performance grooming products that are kind to your skin, your health, and the planet. No compromises.

This is clean grooming, from the ground up.


Got questions about our journey or products? We're an open book. Check our FAQ page or contact us.

Explore the full Rooted product range. View our full ingredients breakdown.

Smell great. Stay Rooted.