The RUNESILK Story · A Maker's Diary

The Story of Elements by RUNESILK

After the release and success of Revolution, I wanted to create something more challenging. I'd been reading a lot about alchemy and essence, and one thing that comes up again and again in ancient alchemy is the importance of the four alchemical elements: Air, Water, Earth and Fire. Straight away, I knew this had to be the theme of the next release. I set myself a challenge: release all four within a year, each one launched in the season that aligns with it, with one deliberate twist. I flipped Water and Fire, because it seemed fitting to make a counter-element. When it's cold, you want Fire; when you're hot, you want Water.

The Elements project was rewarding, if stressful. I wanted to create beard care that wasn't typical of what was already out there, and I'll admit there were moments I almost took the easy way out. But a year of hard work brought together a collection of beard oils and balms I'm genuinely proud of, and the feedback since has made it all worthwhile. Here's how each one came to be.

Air: the wake-up hit

The journey began early in 2019. With just a few months to get the first element out by spring, I had to get cracking. I wanted "clarity" scents, without making it too simple. The idea was an initial wake-up hit that subtly shifts into a more typical, manly scent as it settles.

After a couple of months playing with essential oil blends until I hit total olfactory fatigue, I landed on the first version. We sent samples to a select few people I'd been talking with in beard communities on Facebook, used their feedback to make small tweaks, and Elements Air was ready for the world. Both the oil and balm were reviewed by Guardians of the Beard's Zec Richardson, who awarded a Golden Beard Award to each. So far, so good.

Water: the one I almost gave up on

As soon as Air was out, I started on Elements Water, and this is where I hit my first real hurdles. I tried several directions, all just missing the mark. Lemon and Rosemary was an early attempt, trying to evoke drinking water in a restaurant. But it needed to stir a sensation, not just literally smell of water.

I almost gave up more than once, and seriously considered releasing Water as an unscented oil (water doesn't really have a smell, after all, give or take a bit of chlorine depending on where you are). Then the lightbulb switched on. My wife and I used to make soaps and candles, and one scent I always loved was cucumber. Cucumbers are also 95% water, so that fit. Lemon and cucumber: win. I tweaked it a little more, sent it to test, and it was an instant hit. In July, literally by the skin of our teeth, we pulled the paperwork, labels and first batch together in time for summer. The result is a fresh, and strangely cold-smelling, fragrance.

I should mention I was also working in the festival industry at the time, so time really wasn't on my side while making Water, I was slap bang in the middle of festival season.

Earth: a damp forest after the rain

Halfway in and already feeling the pressure, I moved on to Elements Earth. Surprisingly, this one came together quickly and launched without delay, I'd started it alongside Water and knew exactly what I wanted. It was also the first one I released without running it past the beard communities first, and it went up against some incredible brands in Zec's 2019 Product of the Year (and very nearly won).

One thing about me: I dislike camphorous scents, and I'm not big on piney ones either, they remind me of Toilet Duck. Anything medicinal isn't for me, which struck off most typically woodsy directions. But I still wanted the sensation of a forest. Elements Earth is like walking through a damp forest after the rain has cooled a hot, muggy day.

Fire: the hardest of the four

Fire was the biggest challenge, and I knew it would be the most anticipated of the lot. After releasing Earth towards the end of October, I left myself just five weeks to develop the final piece in time for a December launch.

I knew it would be a "love it or hate it" scent, because it was going to resemble fire closely. Everything I tried just wasn't right. I made some cracking scents during that stretch, a few of which I'll probably release one day, but they weren't what I pictured for Fire. This was the most expensive one to develop, and I changed it several times before launching in December 2019. The end result is a sweet and smokey blend that transports you to a log cabin with an open fire.

A kind word from a reviewer summed up what I was going for: "If you're looking for something a bit different to your typical barbershop beard oils, you should definitely try something from the Elements collection. Daniel from RUNESILK has cleverly managed to capture the essence of the elements in each one. You may just find a new favourite."

That was the goal all along: not just another beard oil, but a scent with a story behind it. Thanks for reading.