Beard Game Matters is a Facebook group created by Mike McMillan on September 2, 2017. ^{[6] [4] [7]}

McMillan, a promoter of beard grooming products, BigBeardBrand.com, created the group for men to learn to provide better maintenance to facial hairs.

The group was soon flooded by female beard admirers, going viral.

Because of the influx of new members, BGM, will occasionally remove the ability to post.

Posting is turned off to allow the staff to catch up verifying post to avoid spam, duplicate post, adult content.

Due to the popularity of the group, Beard Game Matters currently has over five co-administrators (Val Ree, Tracy L. Bradley, Jamie Maddox, Courtney Teague, and Jennifer Bledsoe) led by Mike McMillan.

McMillan is a member of Omega Psi Phi.

On September 22nd, the group had over 150,000 members.

As of 24th of September, membership skyrocketed pass 460,000.

On September 24, before hitting one million members, McMillan introduced BeardGameSingles.com to compliment the Facebook group.

The paid dating service offers two plans, monthly for 99 cents and yearly for $4.99.

Signups are currently active.

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Besides Facebook, Beard Game Matters is very active on their official Instagram. ^[2]Owners of facial hair have been using the hashtag #BeardGameMatters.

The group is planning nationwide meet-ups for Beard support and admiration. Locations have been announced in many popular southern locations. McMillan is currently seeking promoters to host local events.