Yes, beards are IN. In fact, they have always been IN but it was not since they were hugely popularised by attractive TV shows characters like “Game of Thrones”, “Vikings “and the like. The sexy appeal the well-groomed beards raise is indeed high. But the key word here is “well-groomed”. Not taken care of beards are not that attractive to look at and can be a real eyesore for the ladies. Not to mention that even guys themselves will be bothered by a scruffy beard that irritates the skin of the face.
Source: https://dailygram.com/index.php/blog/541617/beard-oil-the-ideal-solution-to-get-rid-of-irritating-scruff-feels/