Kevin & Alicia, Co-Founders of Educated Beards


Tell me a little about yourself and how you got started.

The summer of 2016 brought new life and period of change for Educated Beards founders, Kevin Lebeouf and Alicia Philips. It was during this time that the couple would welcome the addition of their newborn baby boy and Kevin would make the life-changing decision to begin his release from the Canadian Armed Forces.

Having been diagnosed with PTSD in the previous year, Kevin began the gradual process of transitioning back into civilian life. To mark the beginning of the shift he decided to do something that had been strictly forbidden to him his entire adult life- growing a beard.

And so, “The Beard” began.

The Beard grew in as most do- beginning with irritation, dissatisfaction, and general discomfort. Not willing to give up on his beard bounty just yet, Kevin purchased his first beard oil.

While his partner Alicia was strongly supportive of both The Beard and her loving companion, as a Holistic Nutritionist she was not at all impressed by the products’ harsh chemicals and toxic ingredient list. When the search for a safe and effective alternative proved unsuccessful, she looked to her own background for solutions.

After months of research, testing, and trials, they had created a versatile line of premium and holistically safe beard care essentials. As word and demand for their expert formulations spread, it quickly became clear that their product needed to be shared with a larger audience.

What sets your business apart from others alike?

Having a holistic nutritionist on the founding team makes us different as ingredient selection and formulation of products has a purpose for skin and hair but also takes into effect ingredients that a sustainable. We don’t cut corners or costs to provide the best products possible. 

Out of all your products, which one is your personal favorite, and why?

The book of beards has to be my favourite as it contains everything into it, from tools to all beard grooming necessities. The idea behind the book is we wanted to make a box that you wouldn’t throw out. Also since our name is Educated Beards, what could be more fitting than a book?

If you could jump back in time to when you first started your business, what piece of advice would you give yourself?

Surround yourself with people who think similarly, build a support system around you, as you will probably need to rely on them on occasions.

Were there ever any times when you wanted to throw in the towel and call it quits? How did you deal with it?

Yes, I believe every entrepreneur faces this multiple times a year, it’s not easy being your own cheerleader. Always remember that if you stop rowing the boat stops, you are in charge, and no one else will do it if you don’t.

How do you spend your time when you’re not creating?

Spend time with our 3-year-old son Arlo, he’s learning so much at this age that it’s important to spend time shaping how he interacts with life. 

What are some of your favorite things about the town or city you live in?

Fredericton is an amazing city that has huge support for entrepreneurs, the network of support here is unreal. 

Who’s the person, dead or alive, that you would want to have over for dinner?

Tim Ferris 

If you could have any superpower, what would it be and why? 

Ability to learn in sleep.