Eric Bandholz, founder of Beardbrand, joins Will Laurenson to unpack what it really looks like to run a DTC brand in a category that’s no longer growing. From declining search demand and Meta struggles to selling out special edition fragrances, Eric shares hard-earned lessons from 13+ years of bootstrapping. The conversation covers top-of-funnel challenges, brand repositioning, customer-led product decisions, and why modern marketing often has to be divisive to work. A grounded, honest look at growth, profitability, and leadership in today’s ecommerce landscape.