Philip DeFranco’s mission to turn men into beautiful bastards is now live. By that we mean the shop for his new men’s hair care line — dubbed Beautiful Bastard after DeFranco’s tagline he says at the top of 99% of his YouTube videos — is up and running.

The brand offers four products: a matte clay pomade for $25; a selection of natural oil-based pomades for $24 in Yosemite Valley (light hold), Bourbon & Oak (medium hold), and Golden Amber (heavy hold) varieties; scented beard oils for $22 in Lost Coast, Bourbon & Oak, and Blue Ridge; and candles for $12 in Carolina Pine and Bourbon & Oak scents. The candles are already sold out, per a tweet from DeFranco, and the rest of his products are on track to clear out soon — like, very soon.

(It’s worth noting, though, that we don’t know how many units of each product DeFranco had made, so can’t tell what the scale of selling out is.)

DeFranco (who has 6.4 million subscribers on YouTube) announced the line earlier this month on his eponymous weekly YouTube show. In today’s episode, he “sponsored himself” by branding the video with Beautiful Bastard’s logo. In the video, he offered a few more details about the behind-the-scenes of the brand, saying all Beautiful Bastard products are made with natural, ethically-sourced ingredients. And they’re handmade in the U.S.

DeFranco added that enthusiasts can follow Beautiful Bastard on Twitter and Instagram, and the brand will do weekly giveaways to followers of both accounts.

Beautiful Bastard’s products can be seen on its website. And you can check out DeFranco’s video from today (which features a quick, purposefully cheesy how-to for those not familiar with using matte pomade) below.

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