Let's be honest โ the generic beard oil sitting on a shelf at the drugstore was not made with you in mind. Black men's facial hair is coarser, curlier, and drier than other beard types. That's not a complaint. It's biology โ and it changes what products your beard actually needs.
According to dermatologist Dr. Yoram Harth and published beard-care research, the curved structure of Black men's hair follicles makes it harder for natural oils to travel down the hair shaft. The result? Dryness, frizz, itchiness, and those stubborn ingrown hairs. The right grooming products fix all of that โ fast.
This guide covers the five best black male beard products available today, with real ingredient analysis, honest pros and cons, and zero fake data. Every product on this list earned its place.
๐ Quick Key Takeaways
- Black men's beards need deep moisture, not surface coating.
- Look for ingredients like baobab oil, shea butter, jojoba, and castor oil.
- Avoid products with harsh sulfates, mineral oil, or heavy alcohol.
- A complete routine = beard wash โ conditioner โ oil โ balm.
- Consistency beats any single product โ daily use wins every time.
Stats sourced from: Best5-Products.com beard review methodology; Kopelman Hair Institute.
Why Black Beards Need Specialist Products
This is not a marketing angle. It's anatomy. Afro-textured facial hair grows in a tight coil pattern. That coil slows the distribution of sebum โ the skin's natural oil โ along the hair shaft. So moisture does not reach the ends naturally.
The result is a beard that looks great in photos but feels rough, dry, and itchy up close. Ingrown hairs become a constant battle, and beardruff (beard dandruff) shows up uninvited โ usually on a dark shirt.
- Dryness & brittleness: The coil structure restricts natural oil flow down the hair shaft. (Kopelman Hair, 2026)
- Ingrown hairs: Curly hair is more likely to curl back into the skin. Leave-in conditioners reduce this risk significantly.
- Beardruff: Dry skin underneath the beard flakes and itches. Shea butter and jojoba oil directly address this.
- Patchy growth: Tight follicle patterns can make growth look uneven. Consistent oil use helps manage this over time.
๐ Related Reading on BigWriteHook
Product Comparison at a Glance
| Product | Type | Best For | Price | Rating |
|---|---|---|---|---|
| Scotch Porter Beard Kit | Full Kit | Complete routine, all beard lengths | ~$45 | 9.5 / 10 |
| Bevel Beard Goals Kit | Full Kit | Razor bumps, sensitive skin | ~$30โ40 | 9.1 / 10 |
| Jack Black Beard Oil | Beard Oil | Deep hydration, shine | ~$28 | 8.8 / 10 |
| Solo Noir Beard Butter | Beard Butter | Coarse beards, skin conditioning | ~$18โ22 | 8.6 / 10 |
| Melanin Kings Grooming Kit | Full Kit | Premium all-in-one, daily use | ~$55โ65 | 9.5 / 10 |
Scotch Porter Beard Grooming Kit

If you buy only one item from this list, make it this. The Scotch Porter Beard Grooming Kit is purpose-built for textured, coarse Black men's beards. It is free from sulfates, silicones, and parabens โ which is rarer than it should be in 2026.
The kit contains four hero products โ beard wash, conditioner, balm, and oil โ plus a Kent pocket comb. Each product works well solo, but together they create what reviewers call a "symphony of strength and growth." That's not just marketing poetry. Regular users report noticeably softer, more manageable beards within the first week.
Key Ingredients
| Ingredient | What It Does |
|---|---|
| Shea Butter | Deep moisture, prevents beardruff and dryness |
| Biotin Liposomes | Promotes healthy beard growth and reduces breakage |
| Nettle Leaf Extract | Soothes irritated skin beneath the beard |
| Jojoba Oil | Conditions hair and reduces dryness without clogging pores |
| Castor Oil | Strengthens hair strands and supports growth |
| Marshmallow Root | Softens coarse beard hair naturally |
โ Pros
- Sulfate, silicone, and paraben-free
- Plant-based formula โ clean ingredients throughout
- Signature masculine scent (carnation, sandalwood, musk)
- Works for all beard lengths and types
- Consistent fragrance across all four products
โ ๏ธ Cons
- Balm requires practice โ too much leaves a greasy feel
- Premium price point for the full kit
- Oil can linger slightly longer than expected
Performance Ratings
Bevel Beard Goals Kit

Bevel was built from the ground up for Black men โ and it shows. Founded to address the specific grooming needs of textured hair and melanin-rich skin, Bevel's products are clinically tested and designed to tackle razor bumps, ingrown hairs, and chronic irritation.
The Beard Goals Kit includes a beard conditioner, a butter-based pomade, and a beard oil. It's compact, travel-ready, and effective across beard lengths. If razor bumps and skin irritation are your main battles, this kit wins without a contest.
Key Ingredients
| Ingredient | What It Does |
|---|---|
| Sweet Almond Oil | Softens and moisturises coarse beard hair |
| Coconut Oil | Seals in moisture, reduces breakage |
| Cocoa Butter | Deep conditioning and skin-barrier repair |
| Shea Butter | Intense hydration without clogging pores |
| Green Tea Extract | Anti-inflammatory; reduces irritation and bumps |
โ Pros
- Clinically tested to prevent clogged pores and irritation
- Non-greasy formula โ absorbs cleanly
- Designed specifically for Black men's grooming needs
- Pomade doubles as a hair product โ great value
- Compact and travel-friendly sizing
โ ๏ธ Cons
- Oil hydration can fade during a long day
- Scent is quite subtle โ some prefer stronger fragrance
- Not ideal for very thick, dense beards needing heavy conditioning
Performance Ratings
Jack Black Beard Oil

Jack Black doesn't just sound like a rockstar โ the brand performs like one. This beard oil is dermatologist-tested and loaded with ingredients that genuinely work. It's one of the few mainstream products that accounts for the specific moisture needs of melanin-rich skin.
The oil combines Kalahari Melon Oil, Marula Oil, and Plum Oil for deep hydration and visible shine. Antioxidants from Brown Algae and Carrot Extract, plus Vitamin E, protect the skin underneath the beard. If you want your beard to look healthy โ this delivers exactly that.
Key Ingredients
| Ingredient | What It Does |
|---|---|
| Kalahari Melon Oil | Lightweight hydration โ sinks in without residue |
| Marula Oil | Deeply moisturises skin and hair shaft |
| Plum Oil | Softens beard hair and adds natural shine |
| Brown Algae | Antioxidant protection for the skin |
| Vitamin E | Nourishes and strengthens hair follicles |
โ Pros
- Dermatologist-tested โ ideal for sensitive skin
- Rich antioxidant profile protects skin beneath beard
- Delivers visible shine without greasiness
- Clean, professional formulation โ no harsh additives
โ ๏ธ Cons
- Priced at $28 โ higher than budget alternatives
- Works best paired with a balm for full styling control
Solo Noir Skin Conditioner & Beard Butter

Solo Noir is a Black-owned brand doing something smart โ combining beard butter with a skin conditioner. That two-in-one approach matters when your beard is sitting on skin that's just as dry as the hair itself.
The avocado, shea butter, and almond oil blend restores collagen and maintains the skin's natural pH. Reviewers report softer skin, reduced fine lines, and a more manageable beard โ all from one product. At around $18โ22, it's also a smart buy for the budget-conscious.
Key Ingredients
| Ingredient | What It Does |
|---|---|
| Avocado Oil | Deep penetration โ nourishes at the follicle level |
| Shea Butter | Intense moisture, anti-inflammatory for irritated skin |
| Sweet Almond Oil | Softens beard and evens skin tone |
| Collagen-Restoring Complex | Reduces fine lines and improves skin elasticity |
โ Pros
- Two-in-one: beard butter + skin conditioner in one jar
- Restores natural skin pH โ great for sensitive skin
- Black-owned and independently formulated
- Affordable price point for the quality delivered
โ ๏ธ Cons
- Less hold than traditional balms โ not ideal for shaping
- May need layering with a dedicated beard oil for very coarse beards
Melanin Kings Grooming Kit

If you want the best โ and you're willing to invest โ the Melanin Kings Grooming Kit is the answer. It scored a 9.5 out of 10 in independent testing, thanks to a formulation built around ancient African oils that are scientifically proven to work with Black hair biology.
The star ingredients are baobab and marula oils โ packed with Vitamins A, D, E, and essential fatty acids. The kit absorbs quickly, leaves zero residue, and tackles frizz, dryness, and beardruff simultaneously. The sandalwood scent is subtle and masculine without overpowering.
Key Ingredients
| Ingredient | What It Does |
|---|---|
| Baobab Oil | Rich in Vits A, D & E โ deep nourishment at the follicle |
| Marula Oil | Lightweight; absorbs fast without residue |
| Argan Oil | Adds shine and promotes healthy hair growth |
| Shea Butter | Intense conditioning โ tames frizz and softens coarse hair |
| Kenyan Sandalwood | Sophisticated natural scent; masculine and long-lasting |
โ Pros
- Highest overall rating โ 9.5/10 across all review categories
- Ancient African oils formulated specifically for Afro-textured hair
- Absorbs instantly โ no greasy or heavy residue
- Targets frizz, dandruff, and moisture loss simultaneously
- Subtle, sophisticated sandalwood scent
โ ๏ธ Cons
- Premium price ($55โ65) โ highest on this list
- Scent may be too mild for those who prefer bold fragrance
Performance Ratings
The Ideal Daily Black Beard Grooming Routine
Products only work when used correctly โ and in the right order. Here's a simple, dermatologist-informed routine that maximises every product on this list.
- Cleanse (2โ3x per week): Use a sulfate-free beard wash. Avoid daily washing โ it strips natural oils. The Scotch Porter Beard Wash is ideal here.
- Condition (after every wash): Apply a leave-in or rinse-out conditioner. This is non-negotiable for coarse, curly beards. Focus on the ends first.
- Detangle: Use a wide-tooth wooden comb while the conditioner is still in. This reduces breakage by up to 40% compared to dry detangling.
- Apply Beard Oil (daily): A few drops โ 3โ5 for a short beard, 5โ8 for a full one. Work it in from root to end. This is your moisture base.
- Apply Beard Balm or Butter (daily): This goes on top of the oil. It seals in moisture and gives light styling control. Use a dime-sized amount to start.
- Shape and brush: Use a boar-bristle brush to distribute product evenly and train your beard in the desired direction.
- Weekly exfoliation: Use a gentle facial scrub under the beard area. This removes dead skin and reduces ingrown hairs. (Bleu Magazine, 2026)
Ingredients: What to Look For vs. What to Avoid
| Look For โ | Avoid โ |
|---|---|
| Baobab Oil (Vitamins A, D, E) | Mineral Oil (coats, doesn't penetrate) |
| Shea Butter (deep moisture) | Sulfates (strips natural oils) |
| Jojoba Oil (mimics sebum) | Isopropyl Alcohol (drying) |
| Castor Oil (strengthens hair) | Silicones (build-up over time) |
| Argan Oil (shine + growth) | Artificial Fragrances (irritate skin) |
| Biotin (follicle strength) | Parabens (potential endocrine disruptors) |
| Marula Oil (lightweight hydration) | Heavy petroleum derivatives |
Source: MDhair โ Board-Certified Dermatologist Dr. Yoram Harth (Nov 2025) ยท That Urban Edge (Feb 2025)
Bonus: 5 Tips for Better Black Beard Growth
- Be patient with patchiness. Patchy growth is very common. Most gaps fill in over 4โ8 weeks of consistent care. Don't grab the razor too soon.
- Consider a dermaroller. Budget-friendly dermarollers use tiny needles to stimulate follicles and increase blood flow to patchy areas. (Bleu Magazine, 2025)
- Check your diet. Biotin, Vitamin E, and zinc directly support hair growth from the inside. Supplementation helps when diet falls short.
- Trim regularly. Trimming removes split ends and encourages even growth. Aim for a shape-up every 2โ3 weeks.
- Sleep on silk. A silk pillowcase reduces friction and breakage overnight. It sounds luxurious. It genuinely works.
Frequently Asked Questions
๐ More from BigWriteHook Fashion & Grooming
Final Verdict
Black men's beards deserve products made for Black men's beards. That sounds obvious โ but the grooming industry took decades to catch up. The five products here represent the best of what's available in 2026: science-backed, ingredient-honest, and actually effective.
If you want the full package, go with Scotch Porter or Melanin Kings. If razor bumps are your priority, Bevel is your answer. If you just need a great standalone oil, Jack Black handles it. And for a budget-smart, skin-forward butter, Solo Noir earns every penny.
Pick one. Start the routine. Give it three weeks. Your beard will thank you โ and so will everyone who sees it.
Let's be honest โ the generic beard oil sitting on a shelf at the drugstore was not made with you in mind. Black men's facial hair is coarser, curlier, and drier than other beard types. That's not a complaint. It's biology โ and it changes what products your beard actually needs.
According to dermatologist Dr. Yoram Harth and published beard-care research, the curved structure of Black men's hair follicles makes it harder for natural oils to travel down the hair shaft. The result? Dryness, frizz, itchiness, and those stubborn ingrown hairs. The right grooming products fix all of that โ fast.
This guide covers the five best black male beard products available today, with real ingredient analysis, honest pros and cons, and zero fake data. Every product on this list earned its place.
๐ Quick Key Takeaways
- Black men's beards need deep moisture, not surface coating.
- Look for ingredients like baobab oil, shea butter, jojoba, and castor oil.
- Avoid products with harsh sulfates, mineral oil, or heavy alcohol.
- A complete routine = beard wash โ conditioner โ oil โ balm.
- Consistency beats any single product โ daily use wins every time.
Stats sourced from: Best5-Products.com beard review methodology; Kopelman Hair Institute.
Why Black Beards Need Specialist Products
This is not a marketing angle. It's anatomy. Afro-textured facial hair grows in a tight coil pattern. That coil slows the distribution of sebum โ the skin's natural oil โ along the hair shaft. So moisture does not reach the ends naturally.
The result is a beard that looks great in photos but feels rough, dry, and itchy up close. Ingrown hairs become a constant battle, and beardruff (beard dandruff) shows up uninvited โ usually on a dark shirt.
- Dryness & brittleness: The coil structure restricts natural oil flow down the hair shaft. (Kopelman Hair, 2026)
- Ingrown hairs: Curly hair is more likely to curl back into the skin. Leave-in conditioners reduce this risk significantly.
- Beardruff: Dry skin underneath the beard flakes and itches. Shea butter and jojoba oil directly address this.
- Patchy growth: Tight follicle patterns can make growth look uneven. Consistent oil use helps manage this over time.
๐ Related Reading on BigWriteHook
Product Comparison at a Glance
| Product | Type | Best For | Price | Rating |
|---|---|---|---|---|
| Scotch Porter Beard Kit | Full Kit | Complete routine, all beard lengths | ~$45 | 9.5 / 10 |
| Bevel Beard Goals Kit | Full Kit | Razor bumps, sensitive skin | ~$30โ40 | 9.1 / 10 |
| Jack Black Beard Oil | Beard Oil | Deep hydration, shine | ~$28 | 8.8 / 10 |
| Solo Noir Beard Butter | Beard Butter | Coarse beards, skin conditioning | ~$18โ22 | 8.6 / 10 |
| Melanin Kings Grooming Kit | Full Kit | Premium all-in-one, daily use | ~$55โ65 | 9.5 / 10 |
Scotch Porter Beard Grooming Kit

If you buy only one item from this list, make it this. The Scotch Porter Beard Grooming Kit is purpose-built for textured, coarse Black men's beards. It is free from sulfates, silicones, and parabens โ which is rarer than it should be in 2026.
The kit contains four hero products โ beard wash, conditioner, balm, and oil โ plus a Kent pocket comb. Each product works well solo, but together they create what reviewers call a "symphony of strength and growth." That's not just marketing poetry. Regular users report noticeably softer, more manageable beards within the first week.
Key Ingredients
| Ingredient | What It Does |
|---|---|
| Shea Butter | Deep moisture, prevents beardruff and dryness |
| Biotin Liposomes | Promotes healthy beard growth and reduces breakage |
| Nettle Leaf Extract | Soothes irritated skin beneath the beard |
| Jojoba Oil | Conditions hair and reduces dryness without clogging pores |
| Castor Oil | Strengthens hair strands and supports growth |
| Marshmallow Root | Softens coarse beard hair naturally |
โ Pros
- Sulfate, silicone, and paraben-free
- Plant-based formula โ clean ingredients throughout
- Signature masculine scent (carnation, sandalwood, musk)
- Works for all beard lengths and types
- Consistent fragrance across all four products
โ ๏ธ Cons
- Balm requires practice โ too much leaves a greasy feel
- Premium price point for the full kit
- Oil can linger slightly longer than expected
Performance Ratings
Bevel Beard Goals Kit

Bevel was built from the ground up for Black men โ and it shows. Founded to address the specific grooming needs of textured hair and melanin-rich skin, Bevel's products are clinically tested and designed to tackle razor bumps, ingrown hairs, and chronic irritation.
The Beard Goals Kit includes a beard conditioner, a butter-based pomade, and a beard oil. It's compact, travel-ready, and effective across beard lengths. If razor bumps and skin irritation are your main battles, this kit wins without a contest.
Key Ingredients
| Ingredient | What It Does |
|---|---|
| Sweet Almond Oil | Softens and moisturises coarse beard hair |
| Coconut Oil | Seals in moisture, reduces breakage |
| Cocoa Butter | Deep conditioning and skin-barrier repair |
| Shea Butter | Intense hydration without clogging pores |
| Green Tea Extract | Anti-inflammatory; reduces irritation and bumps |
โ Pros
- Clinically tested to prevent clogged pores and irritation
- Non-greasy formula โ absorbs cleanly
- Designed specifically for Black men's grooming needs
- Pomade doubles as a hair product โ great value
- Compact and travel-friendly sizing
โ ๏ธ Cons
- Oil hydration can fade during a long day
- Scent is quite subtle โ some prefer stronger fragrance
- Not ideal for very thick, dense beards needing heavy conditioning
Performance Ratings
Jack Black Beard Oil

Jack Black doesn't just sound like a rockstar โ the brand performs like one. This beard oil is dermatologist-tested and loaded with ingredients that genuinely work. It's one of the few mainstream products that accounts for the specific moisture needs of melanin-rich skin.
The oil combines Kalahari Melon Oil, Marula Oil, and Plum Oil for deep hydration and visible shine. Antioxidants from Brown Algae and Carrot Extract, plus Vitamin E, protect the skin underneath the beard. If you want your beard to look healthy โ this delivers exactly that.
Key Ingredients
| Ingredient | What It Does |
|---|---|
| Kalahari Melon Oil | Lightweight hydration โ sinks in without residue |
| Marula Oil | Deeply moisturises skin and hair shaft |
| Plum Oil | Softens beard hair and adds natural shine |
| Brown Algae | Antioxidant protection for the skin |
| Vitamin E | Nourishes and strengthens hair follicles |
โ Pros
- Dermatologist-tested โ ideal for sensitive skin
- Rich antioxidant profile protects skin beneath beard
- Delivers visible shine without greasiness
- Clean, professional formulation โ no harsh additives
โ ๏ธ Cons
- Priced at $28 โ higher than budget alternatives
- Works best paired with a balm for full styling control
Solo Noir Skin Conditioner & Beard Butter

Solo Noir is a Black-owned brand doing something smart โ combining beard butter with a skin conditioner. That two-in-one approach matters when your beard is sitting on skin that's just as dry as the hair itself.
The avocado, shea butter, and almond oil blend restores collagen and maintains the skin's natural pH. Reviewers report softer skin, reduced fine lines, and a more manageable beard โ all from one product. At around $18โ22, it's also a smart buy for the budget-conscious.
Key Ingredients
| Ingredient | What It Does |
|---|---|
| Avocado Oil | Deep penetration โ nourishes at the follicle level |
| Shea Butter | Intense moisture, anti-inflammatory for irritated skin |
| Sweet Almond Oil | Softens beard and evens skin tone |
| Collagen-Restoring Complex | Reduces fine lines and improves skin elasticity |
โ Pros
- Two-in-one: beard butter + skin conditioner in one jar
- Restores natural skin pH โ great for sensitive skin
- Black-owned and independently formulated
- Affordable price point for the quality delivered
โ ๏ธ Cons
- Less hold than traditional balms โ not ideal for shaping
- May need layering with a dedicated beard oil for very coarse beards
Melanin Kings Grooming Kit

If you want the best โ and you're willing to invest โ the Melanin Kings Grooming Kit is the answer. It scored a 9.5 out of 10 in independent testing, thanks to a formulation built around ancient African oils that are scientifically proven to work with Black hair biology.
The star ingredients are baobab and marula oils โ packed with Vitamins A, D, E, and essential fatty acids. The kit absorbs quickly, leaves zero residue, and tackles frizz, dryness, and beardruff simultaneously. The sandalwood scent is subtle and masculine without overpowering.
Key Ingredients
| Ingredient | What It Does |
|---|---|
| Baobab Oil | Rich in Vits A, D & E โ deep nourishment at the follicle |
| Marula Oil | Lightweight; absorbs fast without residue |
| Argan Oil | Adds shine and promotes healthy hair growth |
| Shea Butter | Intense conditioning โ tames frizz and softens coarse hair |
| Kenyan Sandalwood | Sophisticated natural scent; masculine and long-lasting |
โ Pros
- Highest overall rating โ 9.5/10 across all review categories
- Ancient African oils formulated specifically for Afro-textured hair
- Absorbs instantly โ no greasy or heavy residue
- Targets frizz, dandruff, and moisture loss simultaneously
- Subtle, sophisticated sandalwood scent
โ ๏ธ Cons
- Premium price ($55โ65) โ highest on this list
- Scent may be too mild for those who prefer bold fragrance
Performance Ratings
The Ideal Daily Black Beard Grooming Routine
Products only work when used correctly โ and in the right order. Here's a simple, dermatologist-informed routine that maximises every product on this list.
- Cleanse (2โ3x per week): Use a sulfate-free beard wash. Avoid daily washing โ it strips natural oils. The Scotch Porter Beard Wash is ideal here.
- Condition (after every wash): Apply a leave-in or rinse-out conditioner. This is non-negotiable for coarse, curly beards. Focus on the ends first.
- Detangle: Use a wide-tooth wooden comb while the conditioner is still in. This reduces breakage by up to 40% compared to dry detangling.
- Apply Beard Oil (daily): A few drops โ 3โ5 for a short beard, 5โ8 for a full one. Work it in from root to end. This is your moisture base.
- Apply Beard Balm or Butter (daily): This goes on top of the oil. It seals in moisture and gives light styling control. Use a dime-sized amount to start.
- Shape and brush: Use a boar-bristle brush to distribute product evenly and train your beard in the desired direction.
- Weekly exfoliation: Use a gentle facial scrub under the beard area. This removes dead skin and reduces ingrown hairs. (Bleu Magazine, 2026)
Ingredients: What to Look For vs. What to Avoid
| Look For โ | Avoid โ |
|---|---|
| Baobab Oil (Vitamins A, D, E) | Mineral Oil (coats, doesn't penetrate) |
| Shea Butter (deep moisture) | Sulfates (strips natural oils) |
| Jojoba Oil (mimics sebum) | Isopropyl Alcohol (drying) |
| Castor Oil (strengthens hair) | Silicones (build-up over time) |
| Argan Oil (shine + growth) | Artificial Fragrances (irritate skin) |
| Biotin (follicle strength) | Parabens (potential endocrine disruptors) |
| Marula Oil (lightweight hydration) | Heavy petroleum derivatives |
Source: MDhair โ Board-Certified Dermatologist Dr. Yoram Harth (Nov 2025) ยท That Urban Edge (Feb 2025)
Bonus: 5 Tips for Better Black Beard Growth
- Be patient with patchiness. Patchy growth is very common. Most gaps fill in over 4โ8 weeks of consistent care. Don't grab the razor too soon.
- Consider a dermaroller. Budget-friendly dermarollers use tiny needles to stimulate follicles and increase blood flow to patchy areas. (Bleu Magazine, 2025)
- Check your diet. Biotin, Vitamin E, and zinc directly support hair growth from the inside. Supplementation helps when diet falls short.
- Trim regularly. Trimming removes split ends and encourages even growth. Aim for a shape-up every 2โ3 weeks.
- Sleep on silk. A silk pillowcase reduces friction and breakage overnight. It sounds luxurious. It genuinely works.
Frequently Asked Questions
๐ More from BigWriteHook Fashion & Grooming
Final Verdict
Black men's beards deserve products made for Black men's beards. That sounds obvious โ but the grooming industry took decades to catch up. The five products here represent the best of what's available in 2026: science-backed, ingredient-honest, and actually effective.
If you want the full package, go with Scotch Porter or Melanin Kings. If razor bumps are your priority, Bevel is your answer. If you just need a great standalone oil, Jack Black handles it. And for a budget-smart, skin-forward butter, Solo Noir earns every penny.
Pick one. Start the routine. Give it three weeks. Your beard will thank you โ and so will everyone who sees it.
