I see it like this, having had a beard for 20 years: the type of man who used to grow a beard wouldn't spend more than 2 minutes in their entire life thinking about cosmetics once they found a pleasing soap, shampoo, and cologne. When beards became fashionable, a specific type of bearded man became an untapped market, so naturally the market adapted and thus all these products appeared.
I wash my beard with regular hair products, and rub a drop of conditioner once a week or so, have had a soft beard and fine skin for 20 years.
I did try organic jojoba once, 10 years ago, I didn't like the smell or the greasiness, and it stained a shirt so I ditched it. Beard/skin didn't feel any different either
![Wink ;) ;)](data:image/gif;base64,R0lGODlhAQABAIAAAAAAAP///yH5BAEAAAAALAAAAAABAAEAAAIBRAA7)