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Meet Joseph Evans III and Brandon Patton of Evan Alexander Grooming in Midtown West

Today we’d like to introduce you to Joseph Evans III and Brandon Patton.

In 2015 when Brandon (Co-Founder) started his journey to grow a healthy attractive beard. He began researching best practices for growing and maintaining a beard. On his journey, Brandon quickly realized there was very little information available regarding beards, upkeep, maintenance, etc. Brandon, being the researcher that he is, began reading textbooks, articles and medical journals related to beard and hair growth. After months of research and product testing, he began to achieve the look and texture he desired. Naturally, others noticed the quality of his beard. He began receiving compliments and requests for tips related to his beard maintenance routine. He eventually started a YouTube Channel (BlackMensBeard) focused on educating men of color on the fundamentals of growing a healthy and attractive beard.

The beard tribe began to grow immensely, and requests for beard products began to pour in. This prompted him to open an online store to assist his growing audience with beard products and tools. As his brand continued to reach new heights, Brandon teamed up with now business partner Joseph Evans III to scale and further develop his online platform. The two eventually created Evan Alexander Grooming. The name Evan Alexander is derivative of Joseph’s last name and Brandon’s child’s name. Joseph’s vision was to pay homage to his ancestors and his loved ones that came before him and Brandon wanted to create something to memorialize the birth of his son.

Today, the company’s marketing efforts have yielded several hundred YouTube videos, thousands of subscribers, several million video views and voted as #2 for Top Black YouTubers 2019. Evan Alexander offers an array of products from an Organic Leave-in Beard Conditioner, Face Scrub, all-natural Deodorant, to NON-GMO Hair Supplements.

The founders believe Evan Alexander is more than a marketplace or brand. They have differentiated themselves from others in the industry by becoming thought leaders and influencers in the space of Men’s Grooming. They have been quoted saying “our #1 priority has been and will remain, to win the trust of our consumers, by educating and informing them”. They utilize their platform to provide a plethora of research, guidance and lifestyle content to engage and educate men across the world. They believe Evan Alexander has become a movement for the modern man. Their clients stand out in the way they look, dress and maintain their appearance.

Has it been a smooth road?
Brandon – In 2015, I was homeless; sleeping in my car behind Ralph’s in Inglewood, California. I felt very insecure and didn’t share with anyone in my family that I had hit rock bottom. Every day I would go to Starbucks to figure out my life and listen to Tai Lopez videos on how to turn your life around. It was the only thing that gave me hope at the time. Fortunately, things did eventually begin to turn around. My cousin allowed me to sleep on her couch. We agreed that l would only stay with her for two months until I found a job. When I would get dressed for interviews, I realized my beard was not well maintained; but I didn’t want to cut it. So, I began to research and study how to grow a healthy beard.

Through trial and error, I figured out best practices in growing and grooming my beard. As I learned more, I began to share these tips with close friends and a few people I would bump into throughout Los Angeles. What started off as a small following quickly grew beyond what I could manage. So eventually, I decided to start a YouTube channel to share my knowledge. Although I didn’t have any expectations, the YouTube channel began to grow rapidly. I would get a lot of questions from guys asking where could they buy beard products. At that point, I created an online marketplace and developed relationships with several beard companies that I found on Instagram. I then was able to build a bridge between these companies and the beard community.

My tribe was happy and I was able to put a spotlight on hidden gems that were selling beard products. I was still sleeping on my cousin’s couch, but I was producing content every day. My mission was to educate and build an online infrastructure that would help elevate the confidence of three million black men through the power of grooming. Life was looking better, and I had a purpose. I began to look at the glass as half full instead of half empty. As I continued to strategize the expansion of the brand that I had built, I closed that chapter of my life in LA, and I relocated the business to Atlanta, GA.

Joseph – It hasn’t been a smooth journey. At times I worked 70 to 80 hours per week. I was balancing a full-time job as a V.P. of Real Estate Development and the demands of being a small business owner. In the beginning, it was somewhat manageable; but as time progressed, it became harder to maintain. We hired additional staff to help with day-to-day operations, but that did little to alleviate the responsibilities I had as an owner. As months passed, it became more and more demanding. The late nights and early mornings began to show, and I knew something had to give. At that moment, I had finally come to the realization that had to make the biggest decision of my life. I had to choose between the security of a 9 to 5 or going out on a limb and truly giving my all to the business. But It was deeper than just a job or the business.

My career has been the culmination of several years of education, internships and years of work. The job I had was everything I had been working for, for more than ten years. Truth be told I was nervous, hesitant and scared. Sacred to leave the security of a 9 to 5. Scared to have that conversation with my father. How do you tell the person who has pushed you, motivated you and stressed the importance of financial security that you were saving to leave your job? The person who sacrificed so much so that I may achieve more than he ever imagined.

But I made my decision. I knew that I would eventually have to leave…

So let’s switch gears a bit and go into the Evan Alexander Grooming story. Tell us more about the business.
Evan Alexander Grooming was founded in July of 2018. Evan Alexander was created to produce and distribute high-quality natural products for men of color. At Evan Alexander, we believe healthy hair and skin begin with the utilization of quality products, created with the end-users’ hair and skin type in mind i.e. (kinky, curly, straight, wavy hair, etc.). Through research and data analysis, we provide tools to enhance the experiences of our consumers.

Products at Evan Alexander have been curated to provide the modern man a unique and tailored experience. Our product line has been designed specifically to enhance the health, quality, and appearance of men of color. We use only the finest raw materials in our products. Our formulas have been tested and blended to exacting levels to deliver a superior product. During the painstaking process of developing our products, our manufacturers have called us meticulous and unconventional; but it is our attention to detail and unwavering ethics that give our products an advantage that others emulate.

We offer an array of products from an Organic Leave-in Beard Conditioner, Face Scrub, all-natural Deodorant, to NON-GMO Hair Supplements.


  • All Natural Deodorant ($9.99)
  • Beard Leave-In Conditioner ($25.00)
  • Organic Ashwagandha Supplements ($32.97)

Contact Info:

Image Credit:
Miracle Sturdivant

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1 Comment

  1. Gloria evans

    January 8, 2020 at 7:11 pm

    This product is amazing. I use the soap and shampoo and conditioner I am very pleased. Deodorant as well.

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