Meet the Sussex Beard Oil Team!

Here at Sussex Beard Oil Merchants, we have a small team that makes a lot happen. Having a small, intimate team really helps us to keep ensure the high product quality remains and offer amazing customer service to our retail and wholesale customers.

A big bearded thank you to our past, present and future supporters. Our customers and community have been a big part of shaping the company and products and we’ll continue to be a pillar to our success going forward. 

Matt White - Sussex Beard Oil

Matt White

Brand ambassador

Matt founded Sussex Beard Oil Merchants in 2013 after realizing the need for and creating his first-ever beard oil. In 2013 Matt appeared on CBC’s Dragons Den propelling the business and brand forward. 

In 2013 Matt assumed the position of brand ambassador and is still actively involved in the business.

Catch Matt live every Monday (except holidays) on Monday with Matt. Live on our YouTube Channel and Facebook page.

Last, but certainly not least – Matt is pursuing his passion for helping men look and feel great. You can find “Matt The Sussex Barber” cutting hair and fixing beards through the week.

Sussex, New Brunswick


Luther Harrity


Hey, I’m Luther. My wife Tracy and I purchased Sussex Beard Oil in 2021 because it was a good fit with our other business.

I have a background in entrepreneurship, internet marketing and continuous improvement.

Over the next year, I plan on expanding growth outside of Canada and the United States and working on a couple of new products for men.

In 2020, I was diagnosed with PTSD and I’m working on my recovery every day. I’m looking forward to working in the business full time when I’m feeling better.

I’m currently self-training a service dog, with the help of K9’s 4 PTSD in Fredericton, NB. 

Sussex, New Brunswick

Tracy Harrity, Production Manager Sussex Beard Oil Merchants

Tracy Harrity

Production Manager

Tracy is a big help around the shop. She basically does everything and anything needed of her. 

Whether it’s production, graphic design work or shipping orders. Tracy can be found working hard in our shop which is also home to her business East Coast Candles.

Tracy studied at the New Brunswick Craft College and applies her creative abilities each and every day.

Tracy enjoys making artwork, graphic design and spending time with her family.

Sussex, New Brunswick

Angela Knight - Content Creator

Angela Knight

Content Creator

Angela joined the Sussex Beard Oil team in February 2021 on a consultant basis. Angela helps us provide valuable and entertaining content here on our website and social media accounts.

Calgary, Alberta