Among the greatest struggles that men face today is the question of what it means to be a man. Eitan ben-Avraham has created a beard balm that he hopes will influence conversations surrounding masculinity in the Jewish world. Conceptually, Aleph Male began as a discussion between Eitan and one of his friends. He remembers listening to a man describe someone else as an “alpha male” – a highly complex and often misunderstood term.
The “alpha male” personality is a concept based in command, control, and dominance in the animal kingdom. Eitan found the notion of framing another human being’s personality in the context of the animal hierarchy to be disturbing.
According to Eitan, the immersion of a young Jewish man, or anybody for that matter, into an archetype outside their own value system can be inherently troublesome. He recalls that from a young age he constantly asked himself what it meant to be a man. Now, through Aleph Male, a beard balm meant to signal a lifestyle in its own right, he is engaging other men in a conversation to ultimately embrace what he calls “Jewish masculinity.”
Eitan says that Aleph Male is literally changing the face of what it means for men to love their beards, own their masculinity, and diversify the dialogue in the community surrounding what it means to be a man. With a variety of scents inspired by Hebrew culture, Aleph Male beard balm is a fun and thought-provoking way for the modern man to care for his beard (not to mention smell great).
The concept in Western masculinity of the alpha male as a hunter who takes what he wants and doesn’t require the assistance of others has developed to an unstable extreme. Men around the world who have been inundated by this culture have become increasingly disconnected from their inner worlds. Their aspirations towards the alpha male pinnacle often result in the development of self-destructive coping mechanisms, imbalanced relationships, and ultimately the expression of a very toxic masculinity.
Our lives are filled with rituals. I want it to be a moment in which a man appreciates the fact that he is a man, for self-care.
Eitan further explains that the Torah also emphasizes the divine feminine as an archetype. In many ways, the earthly struggle is to create opportunities for this personality to reveal its full presence in this world. Jewish masculinity, as explained by Eitan, is “inseparable from the idea that human beings are made in the image of God, and also inseparable from respecting femininity.” Every man has an internal world. King David, a true warrior, was a poet, writer, and singer.
The beard itself is seen as a symbol of Jewish masculinity. During World War II, Nazis were known to cut off the beards of Jewish men to humiliate them. In Jewish teachings, the divine Thirteen Attributes of Mercy are associated with the beard. For a man to groom his beard, or peyot, with an aroma-therapeutic balm serves as a reminder to embrace a complex and nuanced masculinity, traveling far beyond simply looking and smelling great. Scents like Havdalah, Sukkot, and Boker Tov blend are sure to invigorate the senses, elevate the mind, and inspire connection to the holy symbolism of the beard.
Men are made in the image of God and, to act accordingly, men need to treat women with respect. When a human being doesn’t believe that there is something sacred about them, it is easy to act with self-destructive behaviors.
According to Eitan, the path to embracing one’s true masculinity involves the development of middot, soul and character training, and the overall ability to actualize one’s potential. Some of Eitan’s personal role models are King David, Rav Avraham Yitzḥak HaKohen Kook, and Rav Binny Freedman.
As a nation, there is not enough guidance or initiation into what it means to be a Jewish man.
Jewish life primarily focuses on engaging the world with all the aspects and faculties that God gave us, but we all have the ability to choose how we connect. Aleph Male is a great, and stylish, reminder for why you have a beard.
For those interested in purchasing Aleph Male beard balm, you can visit AlephMale.com, and check out their Facebook or Instagram!
