This interview is with Bud Hadley, CEO at Warlord - Men's Grooming Essentials.

Bud Hadley, CEO, Warlord - Men's Grooming Essentials

Bud, can you introduce yourself and tell us about your journey from combat boots to founding a DTC brand? What's the core mission behind your company?

Name's Bud Hadley—Army combat medic, and former respiratory therapist turned founder of Warlord, a grooming brand for men who give a damn about how they show up. I spent years in combat boots, and when I got out, most of what I saw on store shelves didn't speak to guys like me. It was all polished, pretty, and felt fake. Warlord was my way of saying there's still room for grit, tradition, and truth in how men take care of themselves. We're not about trends—we're about legacy. Every product we put out is built with that in mind.

How has your military experience shaped your approach to business and branding? Can you share a specific lesson from your service that's been crucial in your entrepreneurial journey?

One of the biggest lessons I carried over from my time in combat as a combat medic is: stay calm, stay clear, and lead from the front—especially when everything feels like it's falling apart. In combat, chaos is expected. In business, it shows up in different ways—late shipments, blown budgets, team burnout. The military taught me not to freeze, not to complain, and definitely not to pass the blame. That mindset shaped everything about Warlord—from how we lead as a team to how we speak to our customers. No fluff, no excuses—just show up and handle it.

Your brand seems to embrace a rugged, authentic masculinity. How do you define 'masculinity' in today's world, and how does this definition influence your product development and marketing strategies?

Masculinity isn't about trying to dominate—it's about being capable, grounded, and dependable. It's strength with restraint. It's leadership without ego. A real man knows when to act and when to listen, when to stand his ground and when to walk away. That philosophy drives everything we do at Warlord. Our scents, packaging, even our tone of voice—it's built for men who want to show up with presence, not pretense. We don't chase trends. We build products that feel like they've got weight and history behind them—because masculinity isn't fading, it's finding its roots again.

You've mentioned the importance of legacy in your branding. Can you share a personal story that illustrates how you've incorporated this concept into your products or company culture?

Legacy's just always been part of it. Not something we planned out. It happened naturally. It's more like… it's just there. In how we do things. What we make. Who we make it for, and the way we honor the men who raised us. One of our best-selling scents, Southern Tobacco, was inspired by my grandpa's pipe. I can still remember the way it smelled when we'd sit on the porch together. That memory has always stuck with me. When we created that scent, it wasn't just about fragrance—it was about building something that brings people back to moments like that. We put that same intention into everything: names, packaging, tone. Even the way we treat our team—it's about pride, ownership, and passing something down that's built to last.

The psychology of scent is a fascinating aspect of your brand. Can you walk us through your process of creating a fragrance that resonates with memory and emotion? Perhaps share an example of a scent that's particularly meaningful to you and your customers.

I wish I could break it down step by step, but honestly, some of it's gut, some of it's memory, and some of it's just chasing a feeling you can't quite name. Southern Tobacco, for example—that scent came from a place way deeper than formulas or data. It smells like my granddad's pipe, like his truck, and stories no one ever told out loud. That's the part I lean into—not the science, but the soul.

As a father and business owner, how do you balance the demands of leadership at home and at work? What's one discipline or practice you've found essential in maintaining this balance?

Balance? I don't think it exists in the perfect sense. But I do draw a hard line in the day—when I'm off, I'm off. That means shutting it down so I can be fully present with my family. At work, I lead with urgency and clarity. At home, I focus on slowing down, listening, and showing up. One of my biggest disciplines is honoring non-negotiables: dinner together, reading with my kids when they were younger, tossing the football even when I'm smoked, being at every single one of their games. All of that is more important to me than "answering that last email." That consistency builds trust—both in business and at home.

Your brand voice is described as 'hitting like a fist' in an increasingly filtered world. How do you maintain this authenticity while scaling your business? Can you share a time when staying true to your voice was challenging but ultimately paid off?

Honestly, staying true to our voice has never been a challenge—because it's not up for debate. We knew from day one that Warlord wasn't going to be soft, vague, or polished for the masses. Our tone is clear, direct, and unapologetic. Some people love it. Some don't, and that's OK. That clarity cuts through noise and builds trust with the people who do get it. That's how we grow—by doubling down, not watering down.

Many men are reportedly turning away from 'pretty brands' in favor of more rugged, purposeful ones. Based on your experience and customer feedback, what do you think is driving this shift, and how can other brands authentically respond to it?

A lot of men are tired of being talked to like they're clueless or soft. They don't want fluff – they want something that feels real. This shift isn't about style; it's about substance. Guys are drawn to brands that feel worn-in, not made up. Stuff that respects where they've been and how they carry themselves. If a brand is too polished or is trying too hard, it's easy to spot. What matters is building something with purpose. Something that has weight to it. Not everyone will get it – and that's the point.

Looking back on your journey from veteran to successful brand owner, what's one piece of no-BS advice you'd give to aspiring entrepreneurs about leading without losing their identity?

Don't build a brand you have to pretend to be. If you've got to water yourself down just to get attention, it's not your brand - it's a costume. The most magnetic leaders I've ever known led by example. People can feel when it's real. So lead from who you are, not who you think you need to be. That doesn't mean you don't grow - it means you grow without selling your soul to do it.

Thanks for sharing your knowledge and expertise. Is there anything else you'd like to add?

If there's one thing I'd leave people with—it's this: Don't build a brand you think people want. Build the one you believe in and one that you would want to give your loyalty to. That's where the magic is. It won't be for everyone, and that's the point. Stay sharp, stay grounded, and don't lose yourself trying to fit in. People connect with truth, not polish. So show up real—and keep showing up.