Why is Billy "The G.O.A.T."? Because Billy The G.O.A.T. is the product of a Local Arizona Small Business Partnership. Billy The G.O.A.T. isn't lab-made, it's homegrown; Billy was the result of a local affiliation between Adam The Barber and Polka Goat Farms.
     Billy The G.O.A.T. was a concept that Adam had years ago while trimming some of the greatest beards of all time. Adam hated how The Arizona Sun beats down on beard hair creating a condition which he dubbed "Homeless Beard Syndrome". "Homeless Beard Syndrome" is when your hair gets soo dry that the tips fray and spring out in all directions, making a good beard look like it's moments away from panhandling on the corner. There is nothing more frustrating than trying to rehab a victim of Homeless Beard Syndrome. Adam The Barber knew that if he ever had the opportunity to produce retail product, beard balm would be the first.
     Billy The G.O.A.T. is made using straightforward ingredients and formulated to calm and protect a beard from the dreaded Arizona Sun while also providing a pleasurable scent to the wearer. Scents include:
 
Barber Shoppe: which resembles the scent of talc applied to the face at the very end of a facial shave.
 
Sherlock's Study: which is floral with leather undertones, meant to harken back to more civilized times, where a man cave contained books and cigar smoke; instead of nacho cheese and HDTV.
 
Strong Hold is formulated with Lanolin and Coconut Butter to give a slightly thicker application. This thickness allows for a higher degree of shine and a higher degree of conditioning when compared to The Soft Hold Formulation. This higher degree of conditioning gives the beard an appearance of higher density and increased fullness.