DIRECTIONS: Use at least twice per week. Drench beard in warm water and pour a small amount of Beard Shampoo into your palm. Even though the liquid is thin, it’s deceptively concentrated: A little goes a long way. Massage into your beard and skin, and a rich white lather will immediately form. Rinse out with warm water and preferably allow beard to air-dry (avoid hair drying, which can lead to heat damage). WHAT IS LIQUID AFRICAN BLACK SOAP? It’s a centuries old formulation from Ghana, which is dark brown in colour, but sweet-smelling. The colour is derived from the burnt cocoa pod ash, and it’s a very fine and thin liquid; unlike any shampoo you’ve used before. It contains natural ingredients such as Argan Oil, Coconut Oil and Shea Butter, which are excellent at delivering nutrients and hydration, which actively help in growing a thicker, healthier and stronger beard. WHY USE NATURAL INGREDIENTS? Research shows that up to 60% of what we use on our skin gets absorbed into the bloodstream. For that reason, Joe avoids using chemicals. Natural ingredients are kinder to skin; have better long-term health benefits; and are harmonious to our body. Additionally, Joe’s products are never tested on animals, and are vegan-friendly. THE SOLUTION: Joe's Beard Shampoos are made entirely from 100% natural ingredients, which are packed with minerals and vitamins. This range of specialist beard growth products hydrate your skin and moisturise beard hair, whilst gently stripping away dirt, grease and harmful bacteria which build quickly around the mouth through food and drink consumption (and as we touch our beard). THE PROBLEM: As your beard hair grows, it takes moisture from your skin in order to thrive, which diminishes the nutrients available to both. This leads to brittle, damaged beard hair with split ends, and dry, flaky, irritated skin, often resulting in unsightly beard dandruff.