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Beard Club, a Westwood-based men’s grooming brand, is adding another professional athlete to its lineup of celebrity ambassadors.

As part of an agreement announced March 28, Devin Williams of the New York Yankees will join a roster of partners that includes NBA superstar James Harden and Chicago Cubs player Justin Turner.

In his new role as an ambassador, Williams will produce a series of social media posts “showcasing beards as central to a player’s confidence, swagger and persona, both on the field and off,” the company said. Beard Club is also keeping Williams stocked with its products to ensure “his signature beard will continue to meet the Yankees’ ‘well-groomed’ standard,” the company said.

Founded in 2015, Beard Club’s line of premium grooming products includes a beard trimmer, body trimmer, beard oil, leave-in thickening conditioning, beard & face wash and beard cream. The brand is available online and at retailers including Target, Walmart and CVS.

The partnership comes after the Yankees recently relaxed their personal appearance policy and began allowing players to sport “well-groomed beards” for the first time in nearly 50 years. Williams was among the players who pushed for a policy change.

Professionalism in pinstripes

Prior to joining the Yankees via trade in December 2024, the pitcher became known for his beard while playing with the Milwaukee Brewers.

Before reporting to spring training, his representatives contacted Beard Club for a trimmer so the two-time All-Star could comply with his new team’s personal appearance policy. Beard Club declined, responding instead with a letter encouraging Williams to be “the guy who finally challenges this rule.”

In its note to Williams, Beard Club wrote, “A beard isn’t just facial hair; it’s a symbol of strength, resilience, and individuality. No amount of money, no team tradition, no clubhouse rule should force a man to part with something so essential.”

Commenting on the outcome, Beard Club Head of Brand Jason Kimball said, “It took guts for Devin to advocate for beards in the Yankees clubhouse. Professionalism is part of pulling on the pinstripes — we’re here to show that tradition doesn’t have to come at the cost of a player’s individuality.”

“For Devin, his beard is more than just a look. It’s an element of his persona, which is part of what makes him a shutdown closer. We look forward to working with Devin to inspire men everywhere to stand up for their beards as they Craft with Confidence,” Kimball said.

Williams said he’s “excited to see where this partnership can go.”

“My beard is a big part of who I am. Working with the Beard Club was a natural fit,” he said.

Reckitt

Beard Club isn’t the only New Jersey company teaming up with a Yankee.

Parsippany-headquartered Reckitt is collaborating for a second year in a row with Alex Rodriguez to promote Lysol Laundry Sanitizer. Besides highlighting the laundry additive, the campaign seeks to recognize the often-overlooked role that referees and umpires play.

Rodriguez, who retired in August 2016 from the Yankees, shared, “Referees and umpires are an irreplaceable part of baseball, and their role extends way beyond the nine innings of a game. I’m teaming up with Lysol to show appreciation for the work officials do on and off the field, from youth sports to the major leagues, and help make one part of their job easier – tackling post-game stink in laundry with Lysol Laundry Sanitizer.”

Callum Couser, head of R&D operations for Reckitt’s North American hygiene business, added, “For both players and referees, sweating is inevitable – but what many people don’t realize is that bacteria can be source of stink in laundry. Lysol Laundry Sanitizer kills 99.9% of odor-causing bacteria [when used as directed] in post-game laundry so officials, players and families’ clothing can smell fresh throughout the season.”

As part of the campaign, Lysol is encouraging players, coaches and parents to share a story of appreciation for a referee or umpire in their life and nominate them to win a special in-person delivery of Lysol Laundry Sanitizer straight to their next practice or game. Entries will be accepted through April 17.