Insider Labs: Thunderborn, the Legacy Behind the Scent

Some scents are created to fill a gap.
Others exist to mark a moment.

Thunderborn is the second kind.

This scent celebrates a five-year relationship with Thor Rosland, who has been part of The Beard Struggle journey since the early days. This isn’t a short-term collaboration or a name added for effect. Thunderborn is a scent inspired and curated with Thor, and it carries his face on the label as a symbol of that shared history.

Why Thunderborn exists

Thunderborn represents longevity. Five years of alignment, trust, and showing up consistently. As the brand evolved, so did the people behind it, and this scent exists to acknowledge that legacy properly.

Since joining The Beard Struggle, Thor has continued to grow beyond the brand as well. He now stars in The Pendragon Cycle, with Episode 3 officially released today. Thunderborn reflects that evolution. Grounded, confident, and unmistakably his.

Early samples and feedback

We included early Thunderborn samples in all orders placed after Black Friday, which gave us a wide range of real-world feedback across different customers and preferences.

The response so far has been consistently positive. Not curated opinions, not internal bias, but genuine reactions from people already familiar with our scents. That feedback gave us the confidence to lock the formula and move forward.

Translating Thor into a scent

This wasn’t about chasing trends or mass appeal. The goal was to create a scent that reflected Thor’s presence and personality.

Top Notes

• Sapodilla

• Ambrette (Musk Mallow)

Middle Notes

• Magnolia

• Violet

• Sandalwood

Base Notes

• Ambergris

• Cedar

• Musk

The opening is warm and slightly unexpected. The heart is smooth and composed. The base lingers with depth and restraint. Strong without being loud. Memorable without trying too hard.

Where it stands now

The scent is finalized and locked.

Thunderborn is scheduled to launch in the last week of February.

More details will follow as we get closer, but this one deserved context before a countdown.

This isn’t just another release. It’s a marker of five years built together.

Question of the Week:
Do you gravitate toward scents tied to a story and personality, or do you choose purely on the notes?