{"title":"FEATURED","description":"\u003cp\u003eOur current picks, chosen by bearded men for bearded men. This is where we feature the \u003cstrong\u003ebeard care essentials\u003c\/strong\u003e worth your attention right now: new arrivals, seasonal favorites, and the products the brotherhood is loving this month.\u003c\/p\u003e\u003cp\u003eEvery featured product follows the same rule as the rest of the house: 100% natural ingredients, tested in our own barbershops, and worn on our own beards before it ever reaches yours. Born in Peru, made in USA.\u003c\/p\u003e\u003cp\u003eLooking for something specific? Go straight to our \u003ca href=\"\/collections\/beard-oils\"\u003ebeard oils\u003c\/a\u003e, \u003ca href=\"\/collections\/beard-styling\"\u003estyling essentials\u003c\/a\u003e, or \u003ca href=\"\/collections\/kits\"\u003ecomplete kits\u003c\/a\u003e. Only Classic. No Bullshit.\u003c\/p\u003e","products":[{"product_id":"beard-balm-el-turco-beard-balm","title":"Beard Balm — Condition, Shape \u0026 Soften","description":"\u003cdiv\u003eBeard Balm by El Turco – 100% Natural Beard Balm for Deep Hydration \u0026amp; Light Hold, Natural Finish, 50 g\u003c\/div\u003e\n\u003cdiv\u003e\u003cbr\u003e\u003c\/div\u003e\n\u003cul\u003e\n\u003cli\u003e\u003cspan\u003e2-in-1 beard balm: hydrates like an oil and styles like a light wax.\u003c\/span\u003e\u003c\/li\u003e\n\u003cli\u003e\u003cspan\u003eDeeply nourishes beard and skin, with shea butter and cocoa butter.\u003c\/span\u003e\u003c\/li\u003e\n\u003cli\u003e\u003cspan\u003eBeeswax provides light to medium hold with a natural finish – no crunchy or plastic look.\u003c\/span\u003e\u003c\/li\u003e\n\u003cli\u003e\u003cspan\u003eIdeal for daily control, softness and a neat appearance.\u003c\/span\u003e\u003c\/li\u003e\n\u003cli\u003e\u003cspan\u003eMade with 100% natural ingredients, no preservatives or harsh chemicals.\u003c\/span\u003e\u003c\/li\u003e\n\u003c\/ul\u003e\n\u003chr\u003e\n\u003cp\u003e\u003cstrong\u003eHow our barbers use it.\u003c\/strong\u003e For beards up to 5 cm. Balm \u003cem\u003eor\u003c\/em\u003e oil — pick one, never both, or the beard turns greasy. The balm is the choice when your beard is curly or unruly: it conditions and gives light hold in one step. Brush after to spread and shape.\u003c\/p\u003e\n\u003cp\u003e\u003cstrong\u003eYour kit:\u003c\/strong\u003e\u003c\/p\u003e\n\u003cul\u003e\n\u003cli\u003eCurly or unruly, needs light hold → \u003ca href=\"\/products\/daily-control-kit\"\u003eDaily Control Kit\u003c\/a\u003e\n\u003c\/li\u003e\n\u003cli\u003eStraight beard, no hold needed → \u003ca href=\"\/products\/starter-kit\"\u003eStarter Kit\u003c\/a\u003e\n\u003c\/li\u003e\n\u003c\/ul\u003e","brand":"El Turco USA LLC","offers":[{"title":"Default Title","offer_id":57112358814070,"sku":"ET-BC-BB-STD-50-US-01","price":20.0,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0970\/1376\/0374\/files\/00003_BEARD_BALM.jpg?v=1781717691"},{"product_id":"beard-wax-el-turco-beard-wax","title":"Beard Wax — Strong Hold, Natural Look","description":"\u003cp\u003eBeard Wax by El Turco – Strong Hold Natural Beard Wax, Tames Unruly Beards with a Natural Look, 50 g\u003c\/p\u003e\n\u003cul\u003e\n\u003cli\u003eStrong hold beard wax for taming unruly or wild beards.\u003c\/li\u003e\n\u003cli\u003e\u003cspan\u003eKeeps your style in place for hours while still looking natural.\u003c\/span\u003e\u003c\/li\u003e\n\u003cli\u003e\u003cspan\u003eBeeswax and shea butter for hold and nourishment.\u003c\/span\u003e\u003c\/li\u003e\n\u003cli\u003e\u003cspan\u003eCoconut, cedarwood and grapefruit oils to soften, protect and refresh.\u003c\/span\u003e\u003c\/li\u003e\n\u003cli\u003e\u003cspan\u003eIdeal to use after beard oil for maximum control and care.\u003c\/span\u003e\u003c\/li\u003e\n\u003c\/ul\u003e\n\u003chr\u003e\n\u003cp\u003e\u003cstrong\u003eHow our barbers use it.\u003c\/strong\u003e For beards over 5 cm. Apply after your beard oil — never on top of balm — then brush. That's how the shape holds all day.\u003c\/p\u003e\n\u003cp\u003e\u003cstrong\u003eYour kit:\u003c\/strong\u003e\u003c\/p\u003e\n\u003cul\u003e\n\u003cli\u003eYou already have a brush or comb → \u003ca href=\"\/products\/tame-shape-kit\"\u003eTame \u0026amp; Shape Kit\u003c\/a\u003e\n\u003c\/li\u003e\n\u003cli\u003eYou want everything to keep it hydrated and in order → \u003ca href=\"\/products\/ultimate-control-kit\"\u003eUltimate Control Kit\u003c\/a\u003e\n\u003c\/li\u003e\n\u003c\/ul\u003e","brand":"El Turco USA LLC","offers":[{"title":"Default Title","offer_id":57112363237750,"sku":"ET-BC-BW-STD-50-US-01","price":20.0,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0970\/1376\/0374\/files\/00004BEARDWAX.jpg?v=1781718364"},{"product_id":"starter-kit","title":"Starter Kit — Begin the Beard Ritual","description":"\u003cp\u003e\u003cstrong\u003eBeard Oil + Beard Brush\u003c\/strong\u003e\u003c\/p\u003e\n\u003cp\u003eThe perfect starter routine for a healthier, better-looking beard. The Beard Oil deeply hydrates both your beard and the skin underneath, helping reduce dryness, itchiness, and frizz. The Beard Brush evenly distributes the oil while detangling and improving your beard’s overall appearance.\u003c\/p\u003e\n\u003cp\u003e\u003cstrong\u003eBenefits:\u003c\/strong\u003e\u003c\/p\u003e\n\u003cp\u003e•⁠  ⁠Hydrates and softens the beard\u003cbr\u003e•⁠  ⁠Helps reduce frizz and dryness\u003cbr\u003e•⁠  ⁠Improves daily grooming and appearance\u003cbr\u003e•⁠  ⁠Promotes a healthier-looking beard from the root\u003c\/p\u003e","brand":"El Turco USA LLC","offers":[{"title":"Beard Oild THE ORIGINAL","offer_id":57931346542966,"sku":null,"price":32.0,"currency_code":"USD","in_stock":true},{"title":"Beard Oild MOONSHINE","offer_id":57931346575734,"sku":null,"price":32.0,"currency_code":"USD","in_stock":true},{"title":"Beard Oild LUMBERJACK","offer_id":57931346608502,"sku":null,"price":32.0,"currency_code":"USD","in_stock":true},{"title":"Beard Oild GROWTH","offer_id":57931346641270,"sku":null,"price":32.0,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0970\/1376\/0374\/files\/00003STARTERKIT.jpg?v=1781718737"},{"product_id":"tame-shape-kit","title":"Tame \u0026 Shape Kit — Beard Styling Set","description":"\u003cp\u003e\u003cstrong\u003eBeard Oil + Beard Wax\u003c\/strong\u003e\u003c\/p\u003e\n\u003cp\u003eThe ideal combination of hydration and strong styling control. The Beard Oil softens and conditions the beard, while the Beard Wax delivers extra hold and structure for sharper, more defined styles.\u003c\/p\u003e\n\u003cp\u003e\u003cstrong\u003eBenefits:\u003c\/strong\u003e\u003c\/p\u003e\n\u003cp\u003e•⁠  ⁠Softens and strengthens the beard\u003cbr\u003e•⁠  ⁠Provides long-lasting shape and control\u003cbr\u003e•⁠  ⁠Helps reduce messy or wild-looking hair\u003cbr\u003e•⁠  ⁠Ideal for medium to long beards\u003cbr\u003e\u003c\/p\u003e","brand":"El Turco USA LLC","offers":[{"title":"Beard Oild THE ORIGINAL","offer_id":57931398349174,"sku":null,"price":40.0,"currency_code":"USD","in_stock":true},{"title":"Beard Oild MOONSHINE","offer_id":57931398381942,"sku":null,"price":40.0,"currency_code":"USD","in_stock":true},{"title":"Beard Oild LUMBERJACK","offer_id":57931398414710,"sku":null,"price":40.0,"currency_code":"USD","in_stock":true},{"title":"Beard Oild GROWTH","offer_id":57931398447478,"sku":null,"price":40.0,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0970\/1376\/0374\/files\/00001TAME_SHAPEKIT.jpg?v=1781718968"},{"product_id":"beard-master-kit","title":"Beard Master Kit — The Complete Beard Ritual","description":"\u003cp\u003e\u003cstrong\u003eBeard Oil + Beard Wax + Beard Brush + Dermaroller\u003c\/strong\u003e\u003c\/p\u003e\n\u003cp\u003eThe ultimate beard care bundle for serious beard maintenance and styling. This all-in-one kit combines hydration, control, grooming, and skin stimulation to help maximize your beard’s overall appearance and presence.\u003c\/p\u003e\n\u003cp\u003e\u003cstrong\u003eBenefits:\u003c\/strong\u003e\u003c\/p\u003e\n\u003cp\u003e•⁠  ⁠Complete beard care routine\u003cbr\u003e•⁠  ⁠Improves texture, shape, and overall appearance\u003cbr\u003e•⁠  ⁠Helps maintain a fuller-looking beard\u003cbr\u003e•⁠  ⁠Controls volume and frizz\u003cbr\u003e•⁠  ⁠Combines nourishment and stimulation\u003cbr\u003e•⁠  ⁠Ideal for advanced grooming routines and full beards\u003c\/p\u003e","brand":"El Turco USA LLC","offers":[{"title":"Default Title","offer_id":57930842079606,"sku":null,"price":62.0,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0970\/1376\/0374\/files\/0001BEARDMASTERKIT.jpg?v=1781719219"}],"url":"https:\/\/elturco.us\/collections\/featured.oembed","provider":"El Turco","version":"1.0","type":"link"}