Homepage
DAILY PROTOCOL / FIELD-TESTED
Built for men who don't need convincing.
Most grooming brands assume you haven't figured it out yet. We don't. Three products. One protocol. Done in under three minutes — every morning, without thinking.
The grooming industry spent 30 years convincing you
that more products means a better result.
It doesn't. It never did.
THE STORY BEHIND IT
I spent 8 years watching men carry too much and use too little.
In the military, you learn fast that kit discipline matters. What you carry, you use. What you don't use, you drop. There's no room for products that sit on shelves.
When I left service, I looked at the grooming market and couldn't believe what I found. Dozens of products, each one promising to be the thing you'd been missing. Fragrance names that sounded like cocktail menus. Brands built on aesthetics instead of function.
I tried to build a simple routine — beard sorted, face clean, hair under control — and I kept hitting the same wall. Everything was designed to sell you the next product, not to actually finish the job.
So I built the protocol I actually wanted. Three products. Tested on myself for two years before I put them in a box. If it didn't do something I could point to, it didn't make the cut.
That's Standard Issue. Not a grooming brand. A protocol.
THE PROTOCOL
Three issues.
One loadout.
TAKES 3 MINUTES.
REPEAT DAILY.
FIELD KITS
Get everything at once.
- ISSUE 01 — Beard & Hair Serum (30ml)
- ISSUE 02 — Daily Cleanser (150ml)
- ISSUE 03 — Hold Stick (75g)
- ISSUE 01 — Beard & Hair Serum × 2
- ISSUE 02 — Daily Cleanser × 2
- ISSUE 03 — Hold Stick × 1
FIELD REPORTS
"I've tried about fifteen grooming products over the years and found excuses to stop using all of them. This is the first thing I've actually stuck with. Three minutes, done, no faffing."
"The serum is the one thing that's actually made a difference to the patchy bit under my chin. Not dramatic — just consistent. That's all I needed."
"Bought the Premium Kit thinking it'd last me three months. It's been four. Good problem to have. Already on my second order."
WHY STANDARD ISSUE
A product you use every day is worth ten products you use when you remember. We built for the routine, not the exception.
We don't name our products after Icelandic mythology or Scotch whisky. We make things that do a specific job and do it well.
We will never expand the range for the sake of expanding it. If it doesn't earn its place in the protocol, it doesn't get issued.
Three products. Start tomorrow.
The protocol takes three minutes. You already spend more time than that choosing what to skip.
GET THE FIELD KIT — £79 →