I was a big fan of the Beggars and Thieves scent that preceded this one. They've taken that scent profile and turned the volume up. On initial application the coffee note is very prominent, like you've just opened the door to hip coffee shop on a cold day. After a little while the coffee note settles into the background and allows the chocolate to come through. It's not a sickly sweet chocolate but not bitter either... it's just right. I don't need a cologne of any kind when wearing this and have gotten many compliments on the rich scent. I work in construction and can still smell this faintly coming off my beard after 9 hot hours. If I put a drop behind each ear then it's truly an all day scent. My beard is noticeably softer and smoother with this oil. It also has a fuller texture. I had tried another brand that claimed to be the "best damned" oil on the market. It softened my beard but made it feel thinner somehow and seemed to dry out the skin underneath. The texture of my beard with this oil is exactly what Im going for and my skin feels moisturized. I really hope they keep this one in the stable permanently.