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Why choose Urban Swagger: Urban Swagger is formulated with the intention of making you look suave no matter what the occasion!. Urban Swagger Beard Softener is infused with the goodness of Shea butter which promotes healthy facial hair growth for an overall fuller look!. Contains Glycerin a natural humectant that effectively softens not only the facial hair but the skin underneath as well. It helps to prevent breakage of hair for a smoother and thicker beard!. Gives complete support for every strand of hair so that it doesn't itch while you grow out your facial mane!. Sunflower Oil helps to seal in moisture all day long for a lustrous frizz-free beard!. Perfect for the Metropolitan Man who is sexy and knows it!