About Us

The Full Story

At Kraken, great grooming isn’t just about looking good—it’s about feeling amazing, too. Our journey began in 2020 with a simple realization: high-quality beard and skincare products that were gentle on the skin and smelled incredible were hard to find. Sam, whose signature look has always been his beard, was constantly searching for products that met his standards—and often came up short.

So we decided to take matters into our own hands. Sam and I began experimenting with natural ingredients, testing blends, and perfecting scents that were bold, rich, and sophisticated—products we could feel confident using every day. What started as a personal project quickly turned into something bigger. Sam’s coworkers noticed the difference and wanted to know what he was using. I made a few jars for them, and the response was unanimous: the product was unlike anything they’d experienced before.

Since then we have continued to grow and perfect our brand. I now dedicate myself full-time to crafting exceptional grooming products that combine quality ingredients with amazing scents. Based in McKinney, Texas, our mission is simple: ensure everyone has access to products that nourish the skin, tame the beard, and elevate daily grooming routines.

We also believe that great care isn’t just for men. That’s why we created our Shield Maiden Line, specially formulated for women who want the same attention to quality, scent, and skin-friendly ingredients.

Running Kraken together is more than just a business—it’s a shared passion. Every product we create reflects our commitment to excellence, our love for natural, effective ingredients, and our desire to make grooming a luxurious, effortless experience for everyone.

Welcome to Kraken, where beards become legends.

— Sam & Alicia Buda