BarberSociety Magazine int. Spring issue 2024 (in English) by BarberSociety magazine

JEFF ROOZE I WANT TO BE THE BEST VERSION OF MYSELF SOFYCUTS PERSEVERANCE PAYS OFF BARBERSRIDE IS HEADING TO EUROPE!

BARBERSOCIETY MAGAZINE

MARKETING STRATEGIES FOR THE BARBERSHOP

SPRING 2024 | #19 | € 15

JOSH LAMONACA WE BUILT OUR CLIENTELE BY PROVIDING A GREAT PRODUCT

tickets out now!

Open to everyone interested in the barber industry! @barbersocietylive

ticketlink

Ready for the ultimate barber event? Sunday 14 april, Amsterdam New venue: Hemkade 48

4 6 12 32 36 42 44 46 50 56 58 64 68 72 Collection: Seamless ConnexXxion Hair: Chris Cutz, The BarberBar, Broadbeach Photography: Georgia Wallace @chris_cutz89

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EDITORIAL MENSPIRE INSPIRES EXCELLENCE Interview with Josh Lamonaca TRENDS Josh Lamonaca, Mike Taylor, Chris Cutz, Fernando Ibañez, Dean Gleeson, Nieves Almaraz, Kevin Nguyen, Yuki Kano, Anthony Galifot, Winfried Nana Karikari, Olga García, Ernesto Blanco Herrera LAUNCHING BARBERSESSIONS EDUCATIONAL PLATFORM Interview with Dario J. Braun PRODUCT NEWS Grooming, In Shop, Lifestyle BEARD TRENDS 2024 By Jim Shaw THE ESSENCE OF ATTENTION AND EXPERIENCE Column Cor Bouw FROM FIRST CUT TO MAGAZINE The story of Daniela Gabriela Becheanu aka Sofycuts BARBERS & THE CITY Barbershops & Hotspots in Tapei MARKETING STRATEGIES TO ELEVATE YOUR BARBERSHOP Column Dennis van Lierop ALL IN THE FAMILY Interview with Jeff Rooze START YOUR ENGINE: BARBERSRIDE IS BACK! BarbersRide is heading to the Netherlands and Germany ANDIS SUPPORTS DANIEL RYMER Raised £100k for homeless charity with the highest haircut on record THE POWER OF PERSONAL BRANDING AND MARKETING Column Chris Foster THIS BARBERPOLE IS TRAVELLING TO… Great British Barber Bash (TW) Layrite Deluxe (JP) COLOPHON

It’s finally here, Sunday 14 April, the seventh edition of BarberSociety Live! How relieved and happy I am that it is going on again. This year too, it was quite a job to get everything set up. Not only the move to a new location made this edition possible, but especially the support from the industry, sometimes from unexpected quarters. That touched me, and for that my sincere thanks. A big shout-out to our sponsors ANKO and FNV Mooi, the battle sponsors and all the brands that have booked a stand. A special mention deserves Wahl, our loyal support and mainstay since our very first event in 2016, who was and is there every edition. Thank you, Wahl!

EDITORIAL

Photography: José Donatz

Nothing beats personal connection

WILL I SEE YOU AT BARBERSOCIETY LIVE?

Together we will make it a blast of an event. With an amazing line-up of barbers from home and abroad showing their skills and two sizzling battles! It’s quite exciting to organize our event at a new place after all those years at the Westergas. Thanks to a golden tip from our community, we ended up at Hemkade 48, near Amsterdam. This unique and easily accessible location, with parking and a terrace overlooking the North Sea Canal, is the perfect place for an inspiring day full of craftsmanship. I hope to meet you on the 14th where it’s all about personal connection, just like in the barber’s chair! Attention and experience Personal connection is at the heart of this edition and is seen by many as the most important marketing tool. Daniela Becheanu, better known as Sofycuts, shares her passion for the profession in an interview. She is not afraid to share on social media also the misses and learning moments. That authenticity strengthens the bond with her clients. Authentic engagement is also one of the five action points to boost your barbershop marketing, according to columnist Dennis van Lierop.

He talks about the customer journey where every interaction is meaningful. Our new columnist Cor Bouw joins in and emphasizes the importance of a warm welcome and paying attention to your customer. Chris Foster argues that forging connections and inspiring, is as important as sharing your technical skills. Josh Lamonaca also stresses the importance of personal engagement with your customers. “Take it to the streets, communicate face-to-face”, he says. Combine that with fantastic haircuts and excellent service, and you have gold in your hands. He shares a personal story about the challenges in growing their MENSPIRE franchise chain. He is strongly committed to education and enthusing for the barbering profession. Just like Dario J. Braun who puts his heart and soul into training his team and giving training classes and shows. He is now launching the online education platform ‘Barbersessions’. A new concept in the Netherlands that offers a wealth of knowledge about the men’s profession. Jeff Rooze, on the other hand, who always taught others the men’s profession, now finds satisfaction in personal interactions with the clients in his chair. Due to the many challenges on his path, he has delved into other matters

through which he inspires and supports his clients in their lives. A surprising story! Josh Lamonaca, Sofycuts and Dario J. Braun will be on our BarberSociety Live stage on 14 April, with Chris Foster as our host. Don’t miss it! BarbersRide is coming to the Netherlands! The famous BarbersRide from the UK is crossing over to the Netherlands and Germany this year! Read all about it in this edition and sign up. Not only for a great motorbike tour with fellow barbers, but also to raise money for Make-A-Wish, which makes the dreams of children with lifethreatening diseases come true. And there is more in this spring edition Besides various other hair collections, the Trend pages revolve around the Wahl Professional Future Makers™ campaign. The world’s top barbers from different countries,

the 2024 Future Makers™, have come together to create the must-know styles for 2024, in the hopes of inspiring other barbers and stylists around the world to push the boundaries of their craft and make their mark on the industry they know and love. Lastly, in this issue, you will find the beard trends for 2024, Barbers & the City Tapei, the latest product news and photo reports from barber events in Japan and Taiwan, as well as a beautiful story from UK barber Daniel Rymer who, with support from Andis, has cut hair on top of Kilimanjaro and raised money for disadvantaged people. Enjoy reading and I hope to see you on Sunday 14 April!

Marc van de Hare Founder BarberSociety Owner of Van de Hare Amsterdam Barbers

PS: BarberSociety Live tickets are on sale at www.barbersocietylive.com. Or scan the QR code on the left. 5

MENSPIRE INSPIRES EXCELLENCE INTERVIEW

Interview with Josh Lamonaca 6

@joshlamonaca @MENSPIREsalon @MENSPIREamsterdam Photography: Jordan Doyle

Visit his show at BarberSociety Live, Sunday, 14 April 2024

Josh Lamonaca (34) has grown up in the hair styling industry. He started cutting hair when he was just 15 and has never looked back. In 2014, Josh co-founded MENSPIRE with his business partner Samuel Palmer. With both bringing years of hairdressing experience to their new venture, they aim through MENSPIRE to transport the salon experience to the barbershop lifestyle to create a new experience for men. Following the success of their first shop in Saint Albans in the UK, they open a second shop in Dublin in 2018. MENSPIRE has since moved from success to success, building a franchise network with 31 shops and 4 pending. Throughout a decade of growth, maintaining the quality standards, brand integrity and barbering skills have been key. Lamonaca says word-of-mouth advertising, on-thestreet interaction and engaging personally with customers and business associates are the best forms of marketing. We meet up with Josh Lamonaca to talk about the highs and lows of the past ten years, the importance and unimportance of marketing and an organic path to growth.

We built our clientele by providing a great product

Kicking off Josh got off to an early start in barbering. What attracted him to the business? “I got into cutting hair because I was inspired by football players and their hairstyles and overall style. As a 15-year-old, I dreamt of becoming a professional football player. So football spurred me to become interested in design, haircuts, etcetera,” says Josh. Finding a spirit of enterprise After gaining ten years’ experience cutting hair at salons, Josh wanted to put his expertise to work and bring his vision to life within his own business. So in 2014, he and his business partner Samuel Palmer took the plunge and founded MENSPIRE. Josh says they had a clear mission: “We both had worked at a salon for years and we wanted to transport that salon experience to the barber shop lifestyle to create an experience for men that didn’t exist ten years ago.” MENSPIRE struck a chord with men who wanted a more exclusive and modern experience that combines the traditional and the contemporary. Josh says: “By combining the traditional trademark of precision men’s barbering with the contemporary style and design and structure of hairdressing, MENSPIRE caused a 8

revolution in the industry. Our goal was to change the dynamic of how the barbershop looked and how it runs on the inside.” MENSPIRE spreads its wings MENSPIRE took off with flying colours from day one. A pivotal moment in the company’s history takes place relatively shortly after its founding. Having outgrown the first location, Josh and his business partner Samuel Palmer had to decide whether to take the risk of taking on the extra overhead of a larger shop or to put the brakes on the growth. They chose the former and the risk paid off. Josh explains: “We had a shop that was too small. Within about 18 months, we grew so rapidly that we had to decide to go big or stay small. And so we ended up taking a new unit. We doubled the size, tripled the rent, and quadrupled the opportunity. So we took that risk and it’s paid off.” International expansion soon followed. “We opened our second shop in 2018 in Dublin. In 2019, we had our third shop. The number of shops moved to 8 or 9 in that same year. The number hit 15 in 2020 and we’ve been steadily expanding ever since. Today we have 31 shops, including six in the Netherlands, with another four pending,” Josh explains.

Step by step MENSPIRE is celebrating its tenth anniversary. Josh reflects on the first decade: “It’s been an overwhelming journey. What’s incredibly special is that we’re constantly raising the bar. The development of MENSPIRE has never been a big explosion. We just keep constantly tapping away step by step. Reaching new heights,” says Josh. Highs and lows What have been high-points and low-points? Josh: “A high-point has been being able to figure out how to operate. In a way which we have been able to franchise and that our franchisees are content and successful with the blueprint we’ve created. Opening new shops with other people and seeing them be successful has been great. We’ve succeeded in navigating our way into a position where we understood that there is a way to do it and to be successful with it. So one of the greatest successes has been figuring out how to scale this particular business.” And the low-point? Josh says there have been multiple obstacles along the way: “Both Samuel and I were experts in hair but not in business. That means we’ve had to learn the business side of things along the way. Early on we were caught out by, for example, not knowing how much tax we have to pay at the end of the year and consequently not having the necessary reserves. As a result, we encountered financial difficulties, even though the world knew the MENSPIRE brand. It was tough to realise that, while MENSPIRE was a globally known brand, our business was not in the best condition. We learned from that experience, sorted out our business finances and came out ahead.” Atypical marketing It is easy to imagine that MENSPIRE’s success is largely thanks to sophisticated marketing. That’s not the case. Josh says MENSPIRE did not focus

Photography: Jordan Doyle on marketing as a growth vehicle during its first eight years. Josh explains: “We didn’t start seeing marketing as a priority until about three years ago. That is because naturally, as a one or two salon owner, your real marketing comes from your clients, from word of mouth. That’s how you establish and grow your business until you get to a point where you have multiple businesses. Only then do you need to build your brand identity rather than the business. When you’re building a franchise network, your marketing focuses on your brand identity and the benefits of becoming part of the MENSPIRE organisation either as a franchisee or associate.”

A successful Dutch franchiser Josh says the relationship with the MENSPIRE franchiser in the Netherlands is an excellent example of a mutually beneficial relationship in which a local entrepreneur can build a successful enterprise within their franchise network: “Our Dutch franchiser Najib Mea has been a phenomenal addition to our directorship, he has achieved far more than any entrepreneur in barbering history. To be able to take on 6 projects in Amsterdam and let’s face it that’s not cheap, that’s lots of risk, and 3 years on its already beginning to pay off. Where he has transitioned from being a barber and move into mentor mode after working with

Samuel Palmer he has become an integral part of the management team and is leading the way through the Netherlands and beyond. With the MENSPIRE Academy Netherlands about to begin its going to pave the way to place the Netherlands on the map once again following the successful path in the Netherlands that once Schorem laid out. Now it’s time to keep pushing the boundaries and raise the level one more time with our education and our vision.” The importance and unimportance of marketing Josh does not believe traditional marketing is the best way forward for most barbershops. He says, 9

Samuel Palmer (l) and Josh Lamonaca (r) Photography: Ben o Sullivan “If you have a single barbershop, what you’ve got to do is focus on your product. You don’t have to have online marketing to build a good salon reputation. You don’t have to spend money on marketing unless you have multiple shops. So at the end of the day, marketing is important, and it isn’t important.” Take it to the streets What is Josh’s advice to barbers wanting to build their business? “I would go on the street. I’m old school and believe in communicating face-to-face. We built our clientele by providing 10

a great product – a fantastic haircut that wasn’t offered by anyone else in the area. That’s the secret to success. Give someone excellent service and a nice haircut and they will come back.” The next ten years So what does the next ten years have in store? Josh says they plan to stay on course and keep growing the business gradually. “We’re on the right track and want to continue on the successful path. Our objective is to expand into new countries, new regions – so to continue t o do what we’re already doing.”

Josh wants to keep doing the things he loves and exploring new creative endeavours. “I want to achieve a great deal over the next ten years. Creating step-by-step books and videos and doing big shows. All the things I really love. I’ll focus on mentoring and coaching our staff and ensuring our standards remain at the optimal level. I envision a much freer role in carrying our brand forward, creating the interest and attracting people to our industry that offers so many opportunities.”

JOSH LAMONACA

Hair: Josh Lamonaca Photography: Jordan Doyle @JoshLamonaca

Collection: ERA Hair: Mike Taylor Education Photography: Liam Oakes Tools: Jack Dean by Denman Images: FPA, @fivepointalliance @miketayloreducation

ERA

MIKE TAYLOR

SEAMLESS CONNEXXXION

CHRIS CUTZ

Collection: Seamless ConnexXxion Hair: Chris Cutz, The BarberBar, Broadbeach Photography: Georgia Wallace Assistants: Bill Galanis, Maryam Galanis and Jhonatan Martinez Make-up: Brooke Clarke Models: Henry Winter, Billy Brinsdon, Alex Winter, Liam Burgess @chris_cutz89, @thebarberbarbroadbeach

AUSTRALIA

WAHL FUTURE MAKERS ‘24

FERNANDO IBAÑEZ

FOR WAHL

Hair: Fernando Ibañez Collection: Wahl Future Makers ‘24 Photography: Alec Watson for Wahl Professional @fernandohibanez, @wahlproeurope, @wahlpro

ARGENTINA

Hair: Dean Gleeson Collection: Wahl Future Makers ‘24 Photography: Alec Watson for Wahl Professional @dean_gleeson_, @wahlproeurope, @wahlpro

WAHL FUTURE MAKERS ‘24

DEAN GLEESON

FOR WAHL

ANALOGYK WAHL FUTURE MAKERS ‘24 USA

JAVIER NIEVES VENTOSO ALMARAZ

FOR WAHL

Collection: Analogyk Hair: Javier Ventoso (ES) Hair assistant: Oscar Ventoso Photography: Esteban Roca Mua: Nieves Hair: Bea Torres Almaraz y Odu Martínez Styling:JuliaWahl Collection: Asensio Future y Javier Makers ventoso ‘24 Communication: Photography: Alec Óscar Watson Martínez for Wahl Professional @javier_ventoso @oscarmr76 @howtofadehair, @wahlproeurope, @wahlpro

SPAIN

Hair: Kevin Nguyen Collection: Wahl Future Makers ‘24 Photography: Alec Watson for Wahl Professional @yakuzabarber, @wahlproeurope, @wahlpro

WAHL FUTURE MAKERS ‘24

KEVIN NGUYEN

USA

FOR WAHL

WAHL FUTURE MAKERS ‘24

YUKI KANO

FOR WAHL

Hair: Yuki Kano Collection: Wahl Future Makers ‘24 Photography: Alec Watson for Wahl Professional @yukikano, @wahlproeurope, @wahlpro

JAPAN

Hair: Anthony Galifot Collection: Wahl Future Makers ‘24 Photography: Alec Watson for Wahl Professional @anthonygalifot, @wahlproeurope, @wahlpro

WAHL FUTURE MAKERS ‘24

ANTHONY GALIFOT

FRANCE

FOR WAHL

WAHL FUTURE MAKERS ‘24

WINFRIED ‘PRINCE’ NANA KARIKARI

Hair: Winfried “Prince’ Nana Karikari Collection: Wahl Future Makers ‘24 Photography: Alec Watson for Wahl Professional @byfreshprince, @wahlproeurope, @wahlpro

GERMANY

FOR WAHL

Collection: Timeless Hair: Olga García Estilistas Hair Assistant: Esther García Photography: David Arnal Make-up: Ana Argonautas Styling: Olga García @peluqueriaolgagarcia

TIMELESS

OLGA GARCÍA

SPAIN

ZENITH

ERNESTO BLANCO HERRERA

Collection: ZENITH Hair and Styling: Ernesto Blanco Herrera Photography: Martín Brito Make-up: Lurdes Roldán, Lucia Ferrer @ernestopeluquero_tbs

SPAIN

Collection: ZENITH Hair and Styling: Ernesto Blanco Herrera Photography: Martín Brito Make-up: Lurdes Roldán, Lucia Ferrer @ernestopeluquero_tbs

INTERVIEW

@dariosbarbers.nl

Visit his show at BarberSociety Live, Sunday, 14 April 2024

DARIO’S DREAM:

LAUNCHING BARBERSESSIONS EDUCATIONAL PLATFORM Interview with Dario J. Braun

Never has Dutch barber and entrepreneur Dario J. Braun (33) sat still. After setting up his own in-house barber training and moving into his dream building at a prime location, it was now time for the next step. With the Barbersessions training platform, he is bringing his barbering skills to anyone who has a demand for them, whether within the country’s borders or not. “Literally everything I know, all my experience, I will share on this platform in the coming years,” he says.

Setting up Barbersessions began, like many of Dario’s ventures, simply in his barbershop in the Dutch city Haarlem. “After moving to bigger premises in Haarlem, I saw the opportunity to build a full recording studio in the back of my shop. That brought everything into high gear. We started posting on Instagram, but I soon found out that it was not the ideal platform for longer content. That’s when we started looking for another way to convey this information. From this, Barbersessions was born.” Creation, innovation and collaboration For Dario, the Barbersessions platform is a long-term plan. “I see this as something infinite, something I will keep updating. This way, I can always express my creativity with new concepts and collaborations. For example, I also want to start working with guest artists who know how to bring something new again.”

20% discount on online education from Barbersessions! Dario is offering BarberSociety readers a 20% discount on the Barbersessions online education platform. Grab your chance to take your skills to the next level! Redeem your discount, visit www.dariosbarbers.nl/barbier-opleiding and enter the code SOCIETY20. 34

So, a lot of emphasis on collaboration, something that comes back a lot in Dario’s message: “Thanks to this platform, I am able to bring barbers, hairstylists and entrepreneurs together under one roof. With Barbersessions, I want to connect the barbering world in my own way. Just like ‘Rotjoch’ has been doing for years with ‘101Barz’, the hip-hop platform of the Netherlands.” “We started working with two cameramen to show all the skills I have as best as possible in educational videos. We cover European, mix and afro, hair theory, fading, scissor cuts, styling, blow drying, product knowledge, consulting, entrepreneurship, hair shows and so on.” Above all, it was not to be too dry and boring, he explains. “My business DARIOS Barbers and Barbersessions stands for urban, for hip-hop and for rawness.

That’s why we record everything live as much as possible so that the videos become exactly as we are in our shop. And most importantly, we recorded all the videos in two languages. Dutch and English.” From local barber to global educator Addressing a Dutch, but certainly also an international audience. That doesn’t come out of the blue, says the driven entrepreneur. “For the third year in a row, I am doing hair shows. This year’s show is called Barbersessions [LIVE] in full style. With this hairshow, I travel around fairs at home and abroad and I am getting more and more in touch with an international audience. Collaborations with big brands like BaBylissPRO and DEPOT emerged, which in turn opened doors to, for example, shows in Italy and conducting training sessions abroad.”

The Barbersessions video platform is a bundling of all my knowledge and creativity

It is noticeable that Dario talks full of praise about the collaborations he has built over the past few years. This is not surprising either, considering where it has taken him. “With grooming brand DEPOT, I got the chance to help create their international collection. This means that my work will literally be distributed all over the world at all DEPOT shops. The recognition from DEPOT is something I do reflect on from time to time. I am immensely grateful to them for giving me such opportunities at such an innovative company. The latest development coming out of this collaboration is perhaps the best yet. DEPOT is going to start barber shops on all their cruise ships for one of the largest shipping companies in the world. They have now asked me to go down all those cruise ships as one of their educators to provide training. At such times, I feel incredibly privileged.” Transferring knowledge That transfer of knowledge is no stranger to Dario. He has been training his own staff for years now, but has also found an interesting niche in providing training to other barbershops. “I have always trained my own barbers from 0 to 100, from that my own barber school was born.

Meanwhile, I am regularly hired to deliver training to large groups.” The new video platform seems to fit in well with this. “I think the overall picture of online videos and on-site classes can strengthen each other enormously. The videos can be watched anytime and anywhere, and on location we can really connect the dots. I think this is unique in the Netherlands.” For Dario, Barbersessions is a platform where different interests come together. “It’s really an extension of my creative brain, a collective name for different concepts under one roof. I was already doing in-store training and live shows, but now a video platform has been added.” Such an educational platform was still missing in the Netherlands, Dario observed. “I learnt a lot from great barbers abroad who were working on such concepts, but I saw that there was no such thing in the Netherlands yet. When we moved to our new premises, the penny really dropped.” The transformation of Dario’s Barbershop That new premises turned out to be a hit. When you see the facade, you immediately understand why. “That’s 10 metres of window, a real

eye-catcher,” he says. “It stands out immeasurably. The first time I stepped inside, I immediately had a vision.” Making this vision a reality took some work, it turns out. “Blue carpet, worn walls, desks, computers... It was a boring office, including hideous system ceiling and fluorescent light. Yet I immediately saw what it could become. Where the chairs should be, the bar.” Within four weeks, Dario and his crew transformed the premises into the inviting space it is today. With the stability of the new premises, Dario can now further develop his training. “In the coming years, I want to keep expanding and improving Barbersessions. Just as I never stop learning myself, I will also continue to perfect my training. With that in mind, I will keep the doors closed on Mondays this year. Instead of making turnover, I will use the coming period to train my team as educators. This will enable us to take the next step in 2025 and launch several courses per year at different levels. The time has come to give my own interpretation of barber education in the Benelux. With Barbersessions as the ‘101Barz’ of the barber world. A gathering point for knowledge about the men’s profession at the very highest level. That is my next goal in my career.” More information www.dariosbarbers.nl/barbier-opleiding Stay up to date with all developments via @dariosbarbers.nl 35

NEW DEPOT CALMING RANGE Reduces itching and soothes scalp irritation DEPOT is launching two new care products to restore the balance of the scalp. After all, a healthy scalp is the first step for healthy and strong hair. NO. 109 Anti-itching Soothing Shampoo is a calming shampoo for all hair types Formulated with mild surfactants, it soothes the scalp. Complete the treatment by applying NO. 209 Soothing Scalp Lotion for sensitive scalp. The specific natural active ingredients within the formula, such as gotu kola and aloe vera, moisturize the scalp, soothing redness. More information www.depotmaletools.com

BLACK RAVEN SEA SALT TONIC & DUSTY POWDER

GROOMING

Create voluminous and radiant hair with Black Raven’s hair volume products! The unique formulas provide more volume and vibrancy, without making hair heavy or sticky. Perfect for fine or limp hair, providing a matte finish.

More information www.blackraven.men

LAYRITE DELUXE NATURAL MATTE CREAM A lightweight, water-based shaping cream that adds texture and creates flexible hold for a range of styles. Flexible, medium hold keeps your style in place all day while leaving hair feeling soft and natural – not stiff or waxy. Lightweight formula adds shape and definition without weighing hair down. Clean matte finish leaves hair looking natural and healthy, not dry or flat. Soft, smooth formula distributes evenly

for fast application. Reworkable (no water required). Signature mild cream soda scent. Works best for the following hair types: fine to medium thick hair. Natural, casual groomed looks. Available in 1.5oz, 4.25oz & 10.5oz More information www.layrite.com

AMERICAN CREW 3-IN-1: TWO NEW FRAGRANCES

Aromachology inspired Ginger + Tea fragrance helps you feel awakened, energized and invigorated while aromachology inspired Chamomile + Pine fragrance helps you feel calm and relaxed.

GROOMING

Chamomile + Pine and Ginger + Tea American Crew is expanding its iconic 3-in-1 product line with two new fragrances: Ginger + Tea and Chamomile + Pine. Now, available in 4 fragrances, each of them has been imagined providing a much-needed evasion from everyday life. The all-in-one formula (shampoo, conditioner, and body wash) deeply cleanses and moisturizes the hair and body while providing a rich, luxurious lather to remove dirt, sweat and styling products. Supports and replenishes the skin’s natural moisture barrier. Packaging is made with 80% post-consumer recycled plastic.

More information www.americancrew.com 37

NEW

WAHL 5 STAR A•LIGN TRIMMER Crafted to deliver unparalleled precision, this trimmer promises concentrated and clear-cut lines, meticulous trimming, and intricate detailing, all while ensuring a lightweight and balanced feel. Featuring a new thin, narrower T-blade, the Wahl 5 Star A•LIGN Trimmer will unlock greater visibility when lining, trimming, and detailing in the tightest areas of the face, beard and hairline. Its zero-gap adjustable blades ensure consistent performance. The balanced weight and ergonomic shape of the A•LIGN Trimmer have been meticulously engineered to deliver both durability and all-day comfort. Operating at 7,000 RPMs, the trimmer offers ample power for precision trimming, while maintaining quiet operation. Additionally, it seamlessly transitions from cord to cordless operation, boasting three hours of cordless power on a single full charge. More information www.wahlpro.com

IN SHOP

HAIRCRANE BLACK DIAMOND

The Haircrane is not just any scissors. It is the hairdressing scissors of the future! The Haircrane replaces the normal straight hairdressing scissors with its most natural cutting position, thereby preventing or reducing physical complaints. The Haircrane, made of Japanese steel, is a patented hairdressing scissor that has been specially developed for a relaxed posture. In addition, the Haircrane stimulates hairdressers’ creativity.

The exclusive Haircrane Black Diamond of Japanese steel and High Cobalt is coated with a very special Black Diamond powder steel. This special coating extends the life of the Haircrane and makes the scissors very hard. More information www.haircrane.com

GAMMA+ BOOSTED TRIMMER EN SHAVER Introduced at Cosmoprof Worldwide Bologna in 2022, the Gamma+ Boosted Clipper set new standards in the barbering industry with its lightweight innovative design and powerful 7200 RPM motor. In 2024, the family expanded with the Boosted Trimmer and Shaver, offering unparalleled precision and a flawless finish. The Trimmer features an 8000 RPM motor and zero-gap blade, while the Shaver boasts a triple-blade system all in a lightweight, ergonomic package. Both offer customization for a personalized experience.

IN SHOP

More information www.gammapiu.it

LIFESTYLE

1 2

Jordaan Urban Satin Black

Amsterdam Urban Satin Black 3 Amsterdam Urban Alpine White 4 Jordaan Urban Olive Green 2

€ 2.498 € 2.498 € 2.498   € 2.498

More information There is indeed elegance in simplicity. Meet the new LEKKER Gen3 collection. Stylish and uncomplicated e-bikes where simplicity, durability and reliability come together.

LIFESTYLE

www.lekkerbikes.com 41

@jimshawhair

By: Jim Shaw, director of Toni & Guy Billericay (UK) and multiple award- winning barber

The Van Dyke

The Van Dyke is consisting of a small goatee, beard and moustache. These three elements can be connected or disconnected, creating a unique yet sophisticated and trendy look for men. With celebrities such as Robert Downey Jr. and Johnny Depp previously sporting this beard trend, it was of course going to be popular for the modern-day man who is looking to give themselves a celebrity inspired look.

Stubble

The Anchor Beard

It’s great for men who like a more natural and effortless look. The full beard may not be for everyone, but for those that suit this style, it can really make a statement and show off their personality and confidence.

A beard style we have noticed becoming popular more recently and that replicates that of an anchor, including a moustache and a pointed beard that traces the jawline. For those who like a more groomed beard style, this is perfect. It also is incredibly versatile where it can work for almost any face shape, but I particularly love this style for those who are looking to enhance some of their best facial features such as their jaw line. 42

A beard trend that will never go out of style! Stubble is particularly great for those who want to dip their toe in the water when it comes to having a beard. It’s a casual but classy style and can also be paired with a moustache. I love this look paired with a buzz cut/super short hair look to provide balance.

The Full Beard

Photography: René Martens Model: Leon Zuijderduijn

C O LU M N C O R B O U W

THE ESSENCE OF ATTENTION

@barbershopdepraatkamer

Research has shown that for a customer, everything depends on a first encounter. When a customer walks into a barbershop, those first few seconds determine the perception of the entire treatment. This flawlessly shows the essence of attention and 44

experience for a customer. What does it do to you as a customer when you are hospitably received upon entering a barbershop? You feel welcome and appreciated. It instils confidence, which is the essence of our profession. However,

focusing on that piece of the experience is not always a primary thought for many barbers in practice. On the shop floor, the focus is mostly on how the treatment is performed, what treatments are offered or how to treat as many clients as possible in one day. The various training courses also do not pay much attention to the translation to the customer experience piece. So learning this skill depends on the core values of your barbershop or the barbershop where you work. What does attention and experience mean to you and your team? Attention and experience are determined by the values you establish with your team. Replace the training evening once with a brainstorming session with all your employees and discuss together what you as a team stand for and what you want to radiate to the customer. How do you yourself want to be treated when you enter a barbershop? You can elaborate on this down to the smallest details, such as taking your coat, offering coffee, giving a washing massage or taking the time for a pre-treatment consultation. The importance of continuity Essential is the piece of continuity and therefore the importance of discussing the core values with the entire team. After all, conveying attention and experience to the client only succeeds if this is consistently applied by the entire team. You don’t want the client to be offered coffee during one treatment and not the next. Attention and experience for the customer becomes the standard at every appointment. Cor Bouw @barbershopdepraatkamer

Cor Bouw is a Dutch business coach & consultant for Keune Haircosmetics, owner of ‘Dutch Hair & Barbers’, and founder of the franchise and chair rental formula ‘Barbershop De Praatkamer’. He has a background as an international educator and started his entrepreneurial adventure in 1993. Attention, experience and education are core values for success for Cor, both as an entrepreneur and business coach. As a columnist for BarberSociety Magazine, he shares his insights with us. Benefit from his expertise! 45

Q &A

Visit her show at BarberSociety Live, Sunday, 14 April 2024

Daniela Gabriela Becheanu’s story in the barbering world is one of true grit and ambition. Starting with a strong desire to stand out and bring something new to barbering, Daniela, also known as Sofycuts, took her first steps with a clear goal in mind. In 2020, after only one year of working in the industry, she reached out to us at BarberSociety through Instagram. Her message was straightforward and full of conviction: “I am a beginning barber with now 1 year in the industry, but I believe in myself and I know that one day I will reach your magazine!” Her determination and vision were clear from the start.

@sofycuts2 @barber_sofycuts

Fast-forward to today, Daniela has turned her dream into reality, making a name for herself in the barbering community. Her story is one of hard work, talent, and an unwavering belief in her potential, moving from a newcomer to a respected artist and influencer in the industry. In this interview, Daniela offers a peek into her journey, sharing the moments that have shaped her, the obstacles she’s tackled, and the achievements that have defined her path. From the initial push inspired by her father’s influence to the game-changing experiences and her unique approach to marketing, Daniela recounts the steps that brought her to the forefront of the barbering scene. Let’s dive into the conversation with Daniela and uncover the story of a woman who chased her dreams with courage and persistence, providing insight and inspiration for anyone looking to make their mark.

From first cut to magazine: The story of Daniela Gabriela Becheanu aka Sofycuts

What inspired you to become a barber? “My path to becoming a barber was deeply influenced by my dad. Growing up, I was surrounded by his passion for barbering, which he saw as more than just cutting hair—it was an art that allowed for real connections with people. He cherished the idea of barbershops as community centres, where stories, advice, and laughter were shared freely. This idea of making a tangible impact on someone’s life through the craft really spoke to me. My father dreamed of me finding a career that was also a calling, where I could blend my creative talents with the joy of serving others. This vision of barbering, where artistry meets personal service, inspired me to pursue it with all my heart, aiming to honour his legacy and make a difference, one haircut at a time.” Can you share a pivotal moment in your career that shaped your path in this industry? “A defining moment for me was entering my first barbering competition. Honestly, I was a bundle of nerves and felt completely out of my depth. But that experience was a game-changer. It pushed me to go beyond my comfort zone and connect with other barbers, opening my eyes to the importance of having a personal style and being creative. The feedback I got was a mix of gold—it taught me so much about the craft and myself.

This wasn’t just a competition; it was a wake-up call that barbering was my passion and a form of expression I deeply cared about. It set me on a mission to carve out my own space in the barbering world, blending my unique style with the skills I was honing.” How important is marketing to you? “In the barbering world, good marketing is everything. It’s not just about pushing out ads or promotions; it’s how I share my passion and craft with the world. Especially today, where everyone’s online, having a strong presence on social media and the web is crucial. It’s how I showcase my work, share bits of my journey and the inspiration behind what I do, and most importantly, connect with people. Marketing for me is about building trust and relationships. It’s about inviting people into my world, showing them the transformations I can create, and making them feel a part of something special. It’s crucial for keeping my chair filled and my business thriving. Without it, I wouldn’t be able to reach as many people or make as big an impact.” In what ways do you think your marketing strategies differentiate you from other barbers/barbershops? “My approach to marketing really zeroes in on the unique 47

experience each client gets when they sit in my chair. Unlike some places that might stick to traditional ads or generic promotions, I use my online platforms to tell a story - my story and those of my clients. Each post, video, or story is a chance to showcase not just the end result but the care, technique, and creativity that go into every cut. I’m all about highlighting real, relatable transformations and giving a peek behind the curtain to show what goes into the craft. I also love to engage with my community, whether through local events or collaborations, adding an extra layer of connection and trust. This mix of personal touch, transparency, and community engagement sets me apart, making my brand not just about getting a haircut but about experiencing something unique and personal.” What have been some of the biggest challenges you’ve faced in your career, and how did you overcome them? “Starting out, my biggest battles were with fear and self-doubt. The thought of messing up someone’s hair, and by extension, their confidence, was paralysing. Overcoming these fears took a lot of work. I sought out mentors, soaked up all the education I could, and trained relentlessly. Sharing my fears with others in the

industry also helped - I wasn’t alone in feeling this way. Setting small, achievable goals helped me see my progress and build confidence. Building a supportive community around me was also key. Their feedback and encouragement showed me that I was moving in the right direction. Finally, practising mindfulness helped me manage my anxieties, allowing me to approach my work with a clearer head. It was a journey, but these steps helped me grow not just as a barber but as a person, teaching me the value of perseverance and the power of community.” Can you share a recent success story from your career? “Winning the Barcelona Barber Battle Freestyle in 2023 was a dream come true. It was a gruelling journey filled with endless practice sessions, creative brainstorming, and pushing myself beyond what I thought was possible. The competition brought together some of the most talented barbers from around the world, each bringing their A-game. It was both intimidating and exhilarating. When they announced my name as the winner, it felt surreal - a mix of relief, joy, and pride. It wasn’t just a personal victory; it was a testament to the hard work, creativity, and dedication I’d poured into my craft. It opened up

new opportunities, expanded my network, and most importantly, fuelled my desire to keep pushing the boundaries of what I can achieve in barbering.” What’s the most valuable lesson you’ve learned throughout your career as a barber? “The biggest lesson for me has been the importance of perseverance. The path to success is filled with challenges, setbacks, and moments of doubt. But it’s through pushing forward, staying dedicated, and never losing sight of your dreams that you achieve your goals. This journey has taught me resilience, the value of continuous learning, and the courage to step out of my comfort zone. There were times when the obstacles seemed insurmountable, but it was in facing these challenges head-on that I found my strength and my voice. Sharing this lesson with others, especially those just starting out, is something I’m passionate about. It’s a reminder that with hard work, determination, and a bit of grit, any dream is within reach.” How has your approach to barbering evolved since you first started? “My approach to barbering has seen a complete transformation since I first started. From being a Gamma+ ambassador to joining

This vision of barbering, where artistry meets personal service, inspired me to pursue it with all my heart

Ritzy Salon in London, each step of my journey has expanded my horizons and refined my skills. These experiences have not only exposed me to the latest technologies and trends but also connected me with a global community of barbers, each with their own unique styles and techniques. Participating in international competitions and events challenged me, inspired me, and ultimately, helped me incorporate a broader perspective into my work. This journey of growth and discovery has reinforced my commitment to excellence, innovation, and the never-ending pursuit of mastering my craft. It’s been a journey of not just skill development, but also of personal growth, teaching me the endless possibilities within the art of barbering.”

Why did you become a Gamma+ ambassador? “Joining Gamma+ wasn’t a calculated move; it was driven by genuine admiration and a bit of a dream. Josh Lamonaca, a barber I look up to, was doing some impressive work with Gamma+, and I wanted to be part of that journey. Their tools turned haircuts into an art form, and the prospect of aligning with a brand committed to quality and always pushing boundaries felt like the right fit. It’s not just a gig; it’s a partnership in doing meaningful work, learning, and working with top-notch products alongside like-minded individuals.”

What can visitors expect from your show at BarberSociety Live? “My feature presentation at BarberSociety Live aims to captivate and inspire our community of barbers. I’ll guide the audience through modern styling trends, sharing the inspirations and techniques behind my signature looks. My goal is to showcase both artistry and technical skill, unveiling new styles, my creative process, and customising for each client. While I’ll display my own skills on stage, my greater mission is to ignite creativity and passion in my fellow barbers. I hope to send them home with renewed enthusiasm and possibilities for our evolving industry. It’s a celebration of how far hairstyling has come and where it can go next.”

BARBERS & THE CITY

50 50

We showcase a different city in each edition of BarberSociety Magazine as a source of inspiration. In this edition, we’re spotlighting bustling Taipei, the capital of Taiwan. Check out Taipei’s amazing barbershops and the hotspots local barbers say you really shouldn’t miss when visiting their city. 51

BARBERS & THE CITY

Craftsmanship Barbershop Da’an District, Taipei City, Taiwan 106 No. 156號, Section 2, Keelung Rd +886 2 2732 5299 @craftsmanship_barber_shop Craftsmanship Barbershop was founded seven years ago by an Englishman who met his life partner in Taiwan. Originally located in Hualien, the business later moved to Taipei. When the business opened, fireworks were lit according to traditional custom to drive away evil spirits and welcome prosperity and good fortune. Although the original founder is no longer active in the business, the current owner has taken the helm. The barbershop exudes an authentic English atmosphere and offers service with a touch of class, complete with the opportunity to enjoy whiskey, coffee, beer and cigars. 52

Craftsmanship Barbershop strives for excellence in both cutting skills and service, serving as a social gathering place where people come together to enjoy this unique experience. OUR HOTSPOTS Din Tai Fung Taipei 101 Branch B1, No. 45, Shifu Rd., Taipei City (Taipei 101 Mall) +886-2-8101-7799 www.dintaifung.com.tw Din Tai Fung is a world-renowned Taiwanese restaurant chain famous for its delicious dumplings and other traditional Taiwanese dishes. Whenever the name Din Tai Fung is mentioned, more often than not the first thing that comes to mind is the perfect Xiao long bao: fresh and juicy, thin and

delicate skin, and complete with 18 folds. With these soup dumplings the restaurant became famous. Ruff night club 110, Taiwan, Taipei City, Xinyi District, Songshou Rd, 18號B1 +886 901 360 818 @ruff.taipei Heart of Taipei’s nightlife culture, Ruff features Hip Hop music. Furthermore, it provides a unique clubbing environment and artists, collaborations with fashion brands, special events, and classic cocktails.

Photography: I-Fang Wang, Rob van de Hare Drunk Play 110061, Taiwan, Taipei City, Xinyi District Songshou Rd, 12號11樓 +886 2 7737 5887 @drunk_play Drunk Play is a futuristic and trendy rooftop bar in Taipei, located on the 11th floor at the shopping mall ATT 4 FUN. This is the place to go for vibes and atmosphere, but also one of the best places for fantastic vistas over the close by Taipei 101-building. The rooftop menu includes a wide range of food and drinks, including everything from bistro-style dishes, to creative and colorful cocktails, bubbles, wine and brews.

BARBERS & THE CITY

The Club House Barber & Goods No. 204號, Tonghua St, Da’an District, Taipei City, Taiwan 106 +886 2 2371 3777 @the_club_house_barbers Discover The Club House Barber & Goods in Taipei for a unique experience where service is of paramount importance. Whether you’re coming in for a simple haircut, a full beard care, or even an old-fashioned shave, you’re guaranteed to leave satisfied. This barbershop offers more than just hair and beard care; it’s an escape from the hustle and bustle of the city where you’re warmly welcomed into the atmosphere of a classic English club with a modern twist. The barbers are 54

artists in their field, and besides care, you’ll find unique grooming products and gadgets. The business is run by a highly experienced barber who gives training and participates in shows. OUR HOTSPOTS All In One A.O.I. restaurant Nr. 23, Lane 101, Sectie 1, Keelung Road, Xinyi District, Taipei City 110, Taiwan +886 2 2767 7058 @aio110 A nice and unassuming restaurant tucked in the middle of a residential area. Very friendly service with fresh seasonal seafood. Be sure to try the lobster.

Goodforit Trading Company No. 6號, Lane 74, Section 2, Hankou St, Wanhua District, Taipei City, Taiwan 108 +886 2 2364 0844 www.goodforit.com.tw @goodforit_taipei Good For It is a Taiwan-based retail/distribution company. Led by Mok, a man with great taste and sense of style, they deal with all aspects of culture: organizing events, selling and distributing styling products, carrying Japanese streetwear brands… In general, doing the style! They are focusing on men, from hair and shaving products, colognes, clothing, accessories and even scented candles for man.

Photography: I-Fang Wang, Rob van de Hare Cozy Taipei bistro 106, Taiwan, Taipei City, Da’an District, Lane 190, Section 1, Dunhua S Rd, 19號2樓 +886 2 8771 6754 @cozy_taipei An extremely chic and fashionable Bar. With live entertainment and great cocktail parties in a cozy atmosphere where everyone feels at home. Meowvelous Inc. No. 218號, DunHua N Rd, Songshan District, Taipei City, Taiwan 105 +886 2 2717 7596 @meowvelousinc Meowvelous is a modern dining restaurant that is constantly innovating new, creative dishes. They take traditional ingredients like pork belly or grilled squid and add their own twists, layering on crisped rice or throwing in an unexpected touch like guava.

C O LU M N D E N N I S VA N L I E R O P

Elevating Your Salon & Barbershop Marketing

@halo_edutainment

In the ever-evolving landscape of the beauty industry, distinguishing your barbershop not only requires skill and creativity but also a strategic marketing approach that resonates with your target audience. As an international industry expert and author, I’ve distilled years of experience into actionable insights designed to propel your business forward. This column will provide you with five practical action items to implement within the next five days, clarify the often misunderstood distinction between branding and marketing, and underscore the importance of activating the client journey for maximum impact.

Branding vs. Marketing: Understanding the Nuance Before we dive into actionable strategies, let’s demystify a common industry conundrum: the difference between branding and marketing. Branding is your salon or barbershop’s DNA – it’s what sets you apart, your values, your ethos, and the unique experience you offer. It’s the reason clients choose you over the salon next door. Marketing, on the other hand, is how you communicate your brand to the world. It’s the techniques and channels you use to reach your audience, from social media campaigns to in-salon promotions.

Activating the Client Journey The client journey encompasses every touchpoint a customer has with your salon, from discovery to post-service follow-up. Activating this journey means ensuring each step is not just a transaction but an experience that reinforces your brand and builds loyalty. It’s about making every interaction meaningful, whether it’s the warm greeting upon arrival, the personalized consultation, or the follow-up message thanking them for their visit.

5 Action Items to Elevate Your Marketing in 5 Days Day

Audit your Online Presence Review your website and social media profiles. Are they up-to-date and reflective of your brand? Ensure your unique selling propositions and services are clearly communicated and consistent througout.

Day

Launch a Mini-Campaign Create a time-limited offer to encourage bookings. This could be a discount on a new service, a referral bonus, or a complimentary add-on treatment. Share this campaign across all your marketing channels. Use the power of FOMO (Fear Of Missing Out, red.).

Day

Engage with Your Community Plan a social media engagement strategy. Respond to comments, feature client transformations, and share behind-the-scenes content. Authentic engagement enhances your brand’s personality. Give them something personal to learn, grow or like you.

Day

Gather Feedback Implement a process for collecting client feedback. This could be through digital surveys, comment cards, or a follow-up e-mail. Use this feedback to refine your services and client journey.

Day

Refresh Your In-Salon Experience Evaluate your salon’s atmosphere. Does it align with your brand? Consider simple updates like a new playlist, a refreshment menu, or branded decor touches to enhance the client experience. Do you have a signature salon scent?

By following these steps, you’ll not only strengthen your marketing efforts but also deepen your connection with your clients, ensuring your barbershop stands out in a crowded market. Remember, in the world of beauty, your brand’s story and the experiences you create are your most powerful tools. Use them wisely to build a loyal client base and drive your business to new heights. Dennis van Lierop @halo_edutainment

A L L I N T H E FA M I LY

Overcoming challenges to inspire in a male profession @jeffrooze @jeffrooze.manup

Interview with Jeff Rooze

The Rooze family is a household name in the barber industry in the Netherlands. Although Jeff Rooze (37) initially did not want to follow in his family’s footsteps, his passion for the barber trade eventually caught up with him. Like his father, Jeff gives training, runs a barbershop, and represents the men’s brand 18.21 Man Made as an ambassador. As a father of two young sons aged 5 and 7, Jeff has gone through a period of significant changes. Nowadays, he focuses intensively on his physical and mental health with a 1% mindset and inspires other men with his advice. His story is one of personal growth, resilience, and discovering his true passion.

I didn’t want to become a barber at all! 58

Mother and father Jeff Rooze

But how did your path unfold? You come from a hairdressing family, tell us a bit about that?

“My entire family is active in hairdressing; my parents, sister, and aunt are all hairdressers. My sister and father even run businesses together in IJmuiden and Heemskerk. But I didn’t want that at all. We lived above the business, everything revolved around the business, and it was always about the business. My father (62), an expert in hair dye and known as the ‘dye doctor’, traveled the world to give training. Although he was often away, he took good care of us with vacations, Disney videotapes, and an always stocked candy cabinet. So, I lacked nothing and was very aware of where everything came from. They worked incredibly hard, truly an entrepreneurial family. I was also proud of my parents. Before I entered the industry, I even got a tattoo at the age of 20 with a barber pole, comb, scissors, a phone, and an appointment book as a tribute to my parents. Growing up in a family of barbers has left its mark on me, even as a toddler I was corrected on how I held scissors, namely with my ring finger!”

“As a teenager, I was quite rebellious, which led me to join the army at 16, intended as a kind of re-education. Eventually, I became a professional soldier and occasionally took the clippers over colleagues’ hair. After five years in the army, I was looking for a new challenge. My father had just set up a wholesale business for hairdressing supplies, and I helped him with the setup. At the same time, I was active in MMA, but my father didn’t see a future for me as a bouncer and asked me to come work with him in the wholesale business. I enjoyed the work, partly thanks to the social interactions with customers, including young girls who came for hairdressing supplies. My friends and I would gather there on Friday afternoons for a drink, and one day one of them asked me if I could cut his hair. Despite my theoretical knowledge of haircutting, practice proved a lot trickier, and I messed up. The wholesale business was successful, and I made a good living from it. Once the internet emerged, which required high investments to start a webshop at the time, the fun started to fade for me. Staff problems were the last straw; I was no longer happy and decided to quit.”

What did make you happy then?

“When my father asked me what I wanted to do that would make me happy, I realized that I really enjoyed cutting my friends’ hair on Friday afternoons and that I wanted to become a barber. My father literally laid on the floor laughing. He thought I was crazy, but I was serious. Inspired by the videos of Schorem and a visit to a few cool barbershops in Los Angeles, I became fascinated. It wasn’t just the cutting, but especially the atmosphere and camaraderie that attracted me. The rise of barbershops changed the image of the barber trade. The masculine environment and vibe of a barbershop, something I recognized from my time in the army, appealed to me greatly.” 59

You turned out to have real talent?

So, off to Barber School?

“In 2013, I went to Barber School, because my father couldn’t teach me men’s hairdressing. With a lot of perseverance and focus on my own development, I threw myself fully into the course. I was determined to continuously improve myself. I listened attentively, followed instructions, and asked questions to understand the techniques. I practiced daily, from holding my scissors to drawing partings. Discipline was my guiding principle. I absorbed everything my teachers said. I even helped fellow students, which went so well that I was already teaching after half a year while I was still in training myself.” 60

“I believe talent takes you far, but hard work is crucial. Without talent but with effort, you can also go far. However, if you combine talent with hard work, the possibilities are endless. That was the case with me.”

How did you get on after Barber School?

“During my internship at a barbershop in Amsterdam, I learned not only how to cut but also how not to treat staff. After my training, I worked in a mixed salon where I also had to color, but that really wasn’t my thing. I believe you can excel in either cutting or coloring, never both. Coloring requires mathematical insight, while cutting is about spatial insight and shaping hair. These are two completely different skills.”

Rather own your own barbershop then?

“In 2014, I started my barbershop in a village called Heemskerk, inspired by the lack of such establishments outside Amsterdam. Starting without a clientele, my shop quickly filled up, especially because I gave the impression to my first customer that I was already fully booked. This story spread through the village at lightning speed. I did hardly any marketing, apart from

some Instagram posts; wordof-mouth proved to be the most effective. I positioned my prices above the most expensive competitor, focusing on service and experience, such as offering a beer during the haircut - which was quite sensational in Heemskerk at the time. Important in this profession is the personal connection; knowing your customer, understanding his needs, and knowing when silence is appreciated.”

You make a comparison between cutting hair and a flat building, explain?

“I see it this way: each barbershop has its own apartment building with flats for the customers; at the beginning of the month, you start at the bottom and work through all the flats from the bottom left to the top right and the next month you repeat that process. In a village like Heemskerk with many salons in various price ranges, people

choose a salon based on what they want and can afford. I have a higher price than others. So, not everyone can afford to ‘live’ in my flat building and have me cut their hair. At most, they can rent a room once for a special occasion like a wedding.” 61

Do you have a nice story from your father’s time?

“When my father was almost done working, his boss asked if he could work overtime for a so-called ‘pussy job’, literally. A woman wanted her pubic hair dyed blonde for a sauna visit. Despite my father’s objections about the differences in pH, hair texture and skin, the woman insisted. She stood on the toilet with her legs wide, my father put on his gloves and began to carefully dye the hair with a brush. His boss thought it was taking too long, grabbed a dollop of dye and smeared it on. That evening, my father and his boss laughed about it over a beer, but it turned out less well for the woman; she ended up with significant skin irritation.”

Have you been able to teach your father anything? “He was once cutting my mother’s hair and then I asked: ‘why do you pick up the hair that way?’. I then explained to him that if you pick it up differently, it falls much nicer and you have to correct less. He had never thought about that before and did take that advice right away.”

You are an ambassador for 18.21 Man Made, how did that come about?

“About five to six years ago, I was approached by 18.21 Man Made, a brand with quality products. The brand is part of Ministry of Beauty which felt like family because of my father’s good contacts with the owner and colleagues. I connected with 18.21 Man Made as an ambassador, conducting training courses and - in the past - shows. There were also opportunities in America, but corona prevented these plans.”

I want to be the best version of myself

How do you feel about the profession now?

“Since the corona time, my focus has shifted. I now get more satisfaction from personal interactions with customers in my chair than from giving big shows or training courses. I have entered a different phase of my life and now also manage an Instagram account where I discuss themes such as masculinity, inspiration, Stoic philosophy, and personal leadership. These topics come up in conversations with my customers, which helps, inspires, and motivates them, in addition to giving them confidence with a new haircut. My own experiences, including an unexpected break-up with my fiancé, financial challenges due to starting a new business just before corona, and the sudden loss of my mother, have taught me to take responsibility without blaming others. This self-insight enables me to help my male customers more effectively. By being authentic and speaking my truth, I have lost some customers, but with others, I have built a deeper, personal connection. This gives me more satisfaction and happiness than ever before.”

Do you have any ambitions you want to achieve?

“The unexpected departure of my ex was a wake-up call for me. From that moment on, I focused entirely on my work, my health, my boys, and my mental well-being. And that also brought me a new girlfriend with whom I am very happy. I want to be the best version of myself for my children. My ambition is to grow daily, supported by the 1% mindset, and to be a source of inspiration for others. The path I follow to support men is gradually taking shape. We will see how that unfolds. But I will never stop cutting men’s hair!”

Do you think a family member will follow in your footsteps?

“The eldest looks up to me and now says he wants to become a barber too later. When he is in the shop, I give him a training head, and he gets to work with it. Whether he actually goes in this direction will be seen in time, but I would certainly like it!” 63

CHARITY

START YOUR ENGINE BarbersRide is back!

Bigger, Better, Bolder… 2024 is heading to Europe… it’s the ride of a lifetime! 3-8 August 2024 BarbersRide is thundering through the Netherlands to Germany, on a journey where every mile brings hope.

Photography: Iain Crockart

Established in 2017, BarbersRide is now in its 8th consecutive year and has raised over £143,000 for charity…so far! In 2024 the mission aims to smash over £25,000 and spread the love across northern Europe, riding for Make-A-Wish UK, Netherlands & Germany.

Make-A-Wish makes dreams come true for seriously ill children and their families. The crew is proud that 100% of all funds received are donated to the charity and that the BarbersRide team give all their time willingly and completely free of charge. In addition to giving an incredible boost to a brilliant charity, BarbersRide gives you extraordinary access to some of the industry’s finest barbers, with exclusive events across the country, before hitting the road again the next day.

THE 2024 HOSTS ARE: 3rd August: Seton Kappers’s-Gravenzande 4th August: District Barbers, Amsterdam 5th August: Herr Feldmann, Monchengladbach 6th August: FON-iX Coiffeur, Mainz 7th August: Charlemagne Barbershop, Aachen 8th August: Schorem, Rotterdam Be part of the camaraderie only a motorcycling adventure can promise, and let in the light!

If you can’t join the full ride, why not join for one leg? Be part of the adventure!

Some practical details: EUROPE 3-8 AUGUST 2024 THE FULL TRIP COSTS £180 PER RIDER Including: Full access to all evening gatherings Five days riding some of Europe’s finest roads, with rider support vehicle 5x Branded Sponsor T-Shirts Memories to last a lifetime including all imagery and video assets for personal use And the best bit is that all the money is going to charity! Places are strictly limited so book now, and join us on this crazy adventure.

What is BarbersRide? BarbersRide was started by a bunch of biking barbers and industry guys that wanted to combine their love of biking and barbering with a fundraising charity event. In August 2017 the first event kicked off, 66

from Dundee to London over 5 days and was a roaring success, raising over £10,000. Since then, every year has got bigger and better! 2023 took BarbersRide on a stunning ride through the Emerald Isle, on the beautiful

roads of Ireland. With close to 30 bikers, it was the BIGGEST YEAR to date, raising over £31,000. It’s a road trip like no other. Be part of the adventure. Sign up here! www.barbersride.com

CHARITY

Andis supports Daniel Rymer the highest haircut on record Raised £100k for homeless charity by climbing Kilimanjaro

The effects of Covid-19 and its impact on the mental and business health of barbers all over the UK, and indeed beyond, cannot be understated or overestimated. And, like many barbers, Andis ambassador Daniel Rymer struggled to adapt as the doors to his barbershop closed, and he found himself at home contemplating what the future would hold for his career, his team and himself on a personal level.

@daniel_rymer @rythm.hair An inner strength to bring about positive change That said, adversity can often reveal an inner strength and selfdetermination that drives people to achieve extraordinary things and, as Daniel says, this is what motivated him to accomplish such an amazing feat, with the help and support of Andis. “I found it hard to deal with lockdown and, despite what people say in public, many barbers and local businesses I spoke to were all feeling the same. When you’re not in the shop you become disconnected from the thing you’re most passionate about, and the people who share that passion; you lose your sense of purpose. The financial impacts compounded matters with the loss of income and trying

to keep the business going with loans and costs. It was a worrying time and I felt I needed to do something positive for me, but also for other people.” To overcome his predicament and fulfil his need to get away from his situation, Daniel hit upon the idea of scaling Mt. Kilimanjaro to not only address his own mental health challenges brought on by the Covid-19 pandemic, but also to help others in the process. “I wanted to achieve something positive, challenge myself to do something I’d never done before, and raise money for people dealing with homelessness and hopelessness. I decided to raise money for Caring in Bristol - a local charity whose vision is to create a city

that’s empowered to solve homelessness as, despite everything, I felt I could do more for disadvantaged people. This is when Andis stepped in to offer their support.” A passion for barbering meets ambition Combining this personal feat with his passion for barbering, Daniel set about assembling a team to reach Mt. Kilimanjaro’s summit and undertake the highest haircut on record. With a collective of likeminded business owners from his area, and expert porters, Daniel embarked on a gruelling ten-day ascent to the 5,895m summit, which saw him coping with altitude sickness, blisters and acute tiredness. 69

Incredible but gruelling, it tested my resolve to the limit

“It was very challenging with six days on the mountain. It took three days to get to base camp and we reached the summit on day four. The views were spectacular and it was a massive achievement for me and the whole team. Equipped with my Andis tools, cape and branded clothing, I performed haircuts on the mountain, which was an unbelievable experience and great for bonding everyone together on our shared mission.”

Care. Climb. Kilimanjaro. £100,000 raised, and time to reinvent his brand Initially intending to raise £6,000 individually, a target which he has exceeded, the team’s efforts have now surpassed £100,000, and this achievement motivated Daniel to emerge even stronger. Giving him the time and space away from his business, he returned to the UK refreshed and reenergised with a new model in mind. “I’ve now rebranded my business to ‘Rythm Barbering’. Unlike before, this is a community hub that offers a safe, cool and creative space for independent barbers, as well as empowering self-employed beauty professionals, nail technicians and other creatives to thrive.” Thanking Andis for their support, Daniel points to the range of tools, accessories and encouragement offered by the brand. “Andis has been amazing. They provided

warm weather gear and a wide range of tools that enabled me to work throughout the trip, and on the mountain. Two of the tools I took on my trip were the Andis Galaxy Clipper and Trimmer. They are powerful and precise but also extremely lightweight - and that matters when you have heavy gear strapped to your back! I even gifted some tools to one of the porters, who happened to be a barber, so he can better support his family, so it’s been an enriching experience in so many ways.” Named ‘Care. Climb. Kilimanjaro.’ Daniel has documented his trip and, as he concludes, this is both the “best and worst thing” he’s ever done. “It was an incredible journey, but it was gruelling, and it tested my resolve to the limit. But I’m so proud of what we achieved, and I look forward to continuing to receive donations in support of this worthy cause.”

More information Donate to Daniel at: www.justgiving.com/fundraising/danielrymerhair For information on Caring in Bristol, visit www.caringinbristol.co.uk Visit Rythm here: www.rythmhair.com For information on Andis visit www.andis.com

C O LU M N C H R I S FO ST E R

Elevating Your Barbering Career: The Power of Personal Branding en Marketing

As The Profile Guy, I’ve made it my mission to transform talented barbers into industry icons. A realisation fueled my journey into this role: no matter how exceptional your skills are, without the right marketing, your talents may remain undiscovered. Drawing from my experiences working with luxury giants like

Success goes beyond technical skills

@theprofile.guy

In the competitive world of barbering, what sets apart the greats from the rest isn’t just their skill with the scissors - it’s their brand. While some barbers struggle to gain recognition beyond their local scene, others become industry icons, touring the world as brand ambassadors. What’s their secret? It’s masterful personal branding and marketing.

Gucci and Versace, I’ve witnessed firsthand the power of a well-crafted personal brand. Let’s explore how elevating your brand can propel your barbering career from good to legendary, opening doors to global opportunities and financial success. The Cornerstone of Your Brand: Showcasing Your Mastery At the heart of personal branding for barbers lies the ability to showcase your craft. Move beyond ordinary snapshots; curate a visual narrative that reflects your unique style and expertise. Your portfolio isn’t just a showcase of skills; it’s a testament to your commitment to excellence and your ability to lead and execute projects that captivate audiences worldwide.

The Power of the Stage: Sharing Your Vision Expanding your personal brand extends beyond visual representation - it encompasses the mastery of public speaking and presentation. The stage becomes your canvas, where you transcend the role of a mere barber to become a storyteller and educator. Captivate audiences, and you’ll emerge as an ambassador for brands, a trailblazer in the industry. Sharing techniques isn’t the sole purpose; networking, fostering connections, and inspiring others are equally vital. Whether it’s through participation in events like BarberSociety Live (BSL) or collaborative ventures, embracing the stage unveils doors to unparalleled opportunities.

platforms to showcase your work, engage with audiences, and cement your status as an industry authority. Network tirelessly, both within and beyond the barbering fraternity, partake in industry events, and disseminate your knowledge to broaden your sphere of influence. Mastering personal branding and marketing isn’t just about building a career - it’s about leaving a lasting legacy in the world of barbering. Let your talent, passion, and brand shine brightly, illuminating the path towards a future where your name is synonymous with excellence. Chris Foster The Profile Guy

Crafting Your Legacy Through Personal Branding Personal branding and strategic marketing are your tools for standing out. Success goes beyond technical skills; it’s about storytelling, community-building, and making a lasting impact. Your career isn’t just a job - it’s a canvas for your unique vision. Leverage social media

Great British Barber Bash, Taiwan, February 2024

Photography: Great British Barber Bash

Visit their show at BarberSociety Live, Sunday, 14 April 2024

Great British Barber Bash, Taiwan, February 2024

Photography: Layrite Deluxe

Visit their show at BarberSociety Live, Sunday, 14 April 2024

Layrite Deluxe, Japan, September 2023

Founding editor Marc van de Hare Editor in Chief Miranda Vlas press@barbersociety.com Editor Leny Vlas Writers Steven Walker Ben Copeland Miranda Vlas Columnists Chris Foster Dennis van Lierop Cor Bouw

Editorial contributors to this edition include: I-Fang Wang Jim Shaw Mick van Hesteren Art direction & graphic design Merktuig, Jarno Aafjes, Dagmar van den Brink Online sales www.barbersociety.com/ magazine Advertisements & Publisher BarberSociety B.V. Amsterdam, the Netherlands Miranda Vlas +31 (0)6 54 212 432 info@barbersociety.com www.barbersociety.com @barbersocietymag BarberSociety is a publication of BarberSociety B .V. Nothing from this publication may be copied without the prior consent of the publisher. BarberSociety may not be included in a portfolio of magazines without prior written consent. BarberSociety is not responsible for any inaccuracies in this publication. BarberSociety is not responsible for any actions by third parties that could ensue from reading this publication. BarberSociety reserves the right to publish submitted materials entirely or partially without notification. The publisher excludes any liability for damage due to printing errors or other inaccuracies. More information is available at www.barbersociety.com. 81

MEN’S GROOMING PRODUCTS

THE NEW EAU DE TOILETTE BY GRAHAM HILL – A MODERN INTERPRETATION OF MEN‘S FRAGRANCE THAT INVIGORATES ALL THE SENSES. Sicilian bergamot, fresh and herbal accents of green tea and the striking fragrance of vibrant eucalyptus leaves come together with fine woods, amber and white musk to create a sensual, powerful scent. For a sense of liveliness and unparalleled Mediterranean style. The perfect fragrance for the modern gentleman.

BarberSociety Magazine int. Spring issue 2024 (in English)

Articles inside

EDITORIAL SPRING ISSUE 2024