I was skeptical about a blueberry scent in my beard. But Dr. Wolf is super complex, aromatic, sweet, and to quote one of my coworkers "delicious". It does have a hint of sticky sweet blueberry, but it's a beautiful smell. There's also hints of a creamy vanilla, leather, virgina pipe tobacco, and ambergris. It's actually a very thought provoking fragrance. I actually look forward to applying Dr. Wolf, the smell makes me feel happy and confident. All this on top of how good it conditions and moisturizes...there's no better beard care on the market. That's the truth with cheese on it...Jack!