Steve Capitani, president of men’s grooming company Wild Willies, remembers being “sold” on 1990s-era jingles during shave commercials. For Gen Xers and Millennials old enough to remember, who can forget Gilette’s “The Best a Man Can Get.” 

Flashforward to present day, Capitani helms the wildly successful men’s grooming brand founded by Christopher Wilson and Kerry Sebree. On the market for almost 10 years, it prides itself on its line of best-selling beard products catered to the whisker-wearing men who use their facial hair as a form of style and self-expression.

With Wild Willies’ new partnership with The NIL House on Brinx.TV, Capitani says he looks forward to educating Gen Z and Alpha-aged young men about proper beard grooming and the products that can help them achieve their most confident self with Wild Willies.