BarberEVO Magazine

Be part of the Barber EVOlution

Laura Davidson

Take Client Communication to the Next Level with More Automated Text Notifications from Fresha!

As the world’s #1 booking platform, Fresha continues to lead software innovation and introduce advanced features for hair, beauty, barbering and wellness businesses.

With partners involved in shaping their software experience with Fresha, by requesting the tools and features they need to run their businesses even more efficiently, Fresha has listened and responded by introducing six new automated text notifications. From rescheduled and cancelled appointments to thank you messages, salons can now keep their clients informed like never before.

Making sure clients receive up-to-date information about their appointment while avoiding no-shows and late cancellations is important to keep clients happy, and protect businesses from potential loss. In addition to Fresha’s existing appointment reminder text message, these six new text notifications are now available to Fresha partners.

Appointment confirmation

Send clients an appointment confirmation once they’ve made a booking online or in-store. This important step lets clients know all the important details about the appointment they’ve just made, such as the date, time and address.

Appointment reminders

Enabling reminders for upcoming appointments ensures clients remember their appointment, which also helps to reduce no-shows and cancellations! Salons simply decide what time the reminder goes out, whether it’s one or two hours, or one or two days before.

Rescheduled appointments

If an appointment needs to be rescheduled, partners can send an automated text message to confirm this. Salons will also be able to include any updated information regarding their appointment.

Cancelled appointments

Appointment cancellations are less than ideal, but they do happen. Whether the salon or the client needs to cancel their appointment, a text message can now be sent to confirm the cancellation. If the client cancels, they will also receive information about any late cancellation fees that may apply.


What’s worse than a cancellation? A no-show. If a client misses an appointment, businesses can now automate a text message to let them know, along with information about the fees they’ve incurred for not arriving at their appointment.

Say thank you!

As well as helping partners to manage issues, Fresha’s improved text message feature gives salons the option to send a ‘Thank you for visiting’ message once the client has completed their treatment and checked out. At this stage they’ll be prompted to rate and review the salon, and they’ll be given the option to leave a tip. If they do add a tip, businesses can also set up an automated text to thank them for that too.

For more information about this new feature announcement, read our latest blog here   

To join Fresha free, visit  

2 Years on: Gillette – Stepping Up to Help Barbers Across the US

Two years ago today, shops across the United States begun to reopen after a lengthy lockdown due to the Pandemic, BarberEVO worked with Gillette on keeping your clients, your staff, and yourselves safe.

Personal protective equipment (PPE) can be a major investment and Gillette wanted to do its part for the barber community by providing equipment that helped better protect those of you who were just getting back at work, along with your valued clients.

To help keep the barber community safe as shops were reopening, BarberEVO teamed up with Gillette to donate 20,000 protective face shields to barbers across the United States.

This was part of a larger relief effort to support workers, relief agencies and communities on the front lines of the pandemic. To date, Gillette has produced and donated more than 300,000 face shields for health care workers in response to the needs during the COVID-19 pandemic.

Lots of barbers across the US received their face shields and sent out their gratitude online:

“Shoutout to @Gillette for sponsoring our sweet new face shields! Shaves and facials have never been safer!”

Prodigy Salon// @prodigysalon

“The Gillette face shields are great…Our clients love them and it gives them peace of mind to come in the shop to get a haircut – thank you!”

Marcus Williams// Marc Republic, Philadelphia, Pennsylvania.

“#Salute to BarberEVO & Gillette for donating these face shields to barbers!”

Sipp the Surgeon// The Art of Barbering, Grand Prairie, Texas.

“The face shields help me out so much by protecting my clients and I from spreading anything around. Knowing I’m protected allows me to be at peace when cutting, I’m not so worried about the virus and I can focus on the haircut and taking care of my clients.”

Josue Morales// Sway Styles, Detroit, Michigan.

“We love the new Gillette face shields! They’re super light and comfortable. Not only are they providing important extra protection for all the barbers, but our clients also appreciate them because it shows we’re taking their safety seriously as well.”

Erik Zaiatz// Bostonian Barbershop, Boston, Massachusetts.

Denman Stage Star UK & Ireland Competition is Open For Entry!

Denman’s annual Stage Star UK & Ireland 2022 Competition has now launched and the search is on for the newest exciting hair platform artist. The competition is now in its seventh year and welcomes hair professionals seeking to boost their careers, build their profiles and find their chance to shine. It’s the perfect competition for stylists that stand out from the crowd, have the passion and skill to make an impact but have been waiting for their opportunity to share their creative vision and techniques in front of a live audience.

The winner will receive:

-A shoot with award winning photographer Des Murray.

-A year of education and creative guidance from world leading academy Allilon plus one-to-one sessions with Denman Ambassadors!

-The opportunity to work with the Denman team on their creative shoots, attend prestigious industry events and gala dinners, work on product development and of course receive a comprehensive set of all Denman products and tools!

The four shortlisted finalists will get the chance to showcase their skills live on the Main Stage at this year’s Salon International in October in front of a panel of industry experts and a packed live audience. The finalists will need to demonstrate the preparation, skills, stage presence, creativity and the Denman product knowledge to warrant being crowned Denman Stage Star 2022. PLUS this year the competition is global as our UK finalists will be joined on stage by the STAGE STAR USA winner.

James Forte winner of last year’s competition says “Since I’ve won Stage Star my career has skyrocketed. I have had VIP access to prestigious industry events, attended multiple photo shoots, and received fantastic mentoring and training. My shoot with Des Murray has also finalised in the Newcomer of the year category of the British Hairdressing Awards! Denman has taken me under their wing and taken amazing care of me. I couldn’t recommend the competition highly enough. Just give it a shot!

How to enter?

Entering Denman Stage Star 2022 is simple and can be done online using your laptop, tablet or smart phone.

Enter now with three easy steps:
1. Send Denman your social media links
2. Create a 2-minute video explaining why you should be the next Stage Star Winner.

3. Send Denman your portfolio or website if you would like to provide additional examples of your work

STAGE STAR closes on August 26th!

Send all entries to

What’s Trending Over Autumn?

As the summer months come to a close, Jim Shaw, owner of Toni & Guy Billericay predicts that autumn will bring a new set of styles to keep the inspiration flowing.


When it comes to colour for men this autumn/winter, there will be one stand out hair colour trend – bleached hair. Men will look to lighten and brighten their hair up and have this toned to give their hair a clean, platinum hue or an icy white/grey tone that’s fitting for the season.

The great thing about this trend is that should the client get bored of the colour, they can experiment by adding in slices of colour to give their look a fun, playful finish for the season.

In summer, we saw men wearing their hair super short and teaming this with bold neon tones like oranges and greens. For autumn/winter, we will see cooler toned brights becoming popular, such as dark greens, blues and purples for men who want to add a pop of colour to their look.  


Disconnected cuts have been in and out of fashion over recent years and for autumn/winter they’re back on trend, whereby we will see clients requesting their hair super short on the sides with longer length on top. The idea with this hair cut is that the top of the hair looks ‘disconnected’ from the sides and that instead of fading from short to long on top, the style is more abrupt and makes a statement. 

The regulation cut, a military-inspired cut, will also be popular this season. This is a very sharp and fresh style whereby the hair is trimmed down on the top but kept longer than the sides, which are tapered and gradually cut shorter before reaching the nape of the neck where the hair can be shaved off completely to help reflect a true regulation cut look. This haircut is usually styled in a statement side parting and sleek to the side for a further clean finish. 

For those looking for a haircut that’s longer in length and more textured, mullets will be THE textured haircut of the season. The hair should usually be cut shorter and choppier towards the front and sides and left longer at the back, however, for autumn/winter 2022 I think we will see a more modern take on this trend, with clients looking for the graduation to be a lot softer and graduated.

We may also see men wearing the mullet a lot shorter and teaming it with a blunt fringe/almost French crop style around the face to give it a modern and trendy appearance for the new season. With all mullets and textured hairstyles, I love to use a salt spray or hair mousse and my scrunch this in with my fingers to enhance the layers and choppiness of the look and give it a further edgy finish. 


In terms of styling for autumn/winter 2022, this all depends on the cut the male client has. However, for those with shorter haircuts, we will see them wearing these a lot sleeker in appearance, incorporating pomades with a shine finish, gels and waxes into their hair styling routine that will give their hair look a neater, more polished appearance.

We will see men using these products to slick their hair back off the face, to one side and also mixing these products with other products like serums and oils to give their hair a wet like appearance with a high shine. 

OUT NOW: BarberEVO North America Issue 26 – August / September 2022

The latest issue of BarberEVO North America is OUT NOW.

Get your copy here!


The latest issue of BarberEVO North America is OUT NOW! This issue is headed up by Barbero Bengie who is front and center of this action-packed 104-page, beautifully presented issue.

Freestyle king Bengie talks about his work with Caliber and why the relationship with the brand has been an enriching experience for him and his career.



Summer is the time to switch up the cuts and we have a great range of summer trend suggestions that will keep you on point during the summer months. It looks like the crop is standing the test of time and we see what products are the summer heroes.


Afro textured hair needs specialized skills to product amazing results and Luster’s SCurl take us through their recommendations to keep afro hair in pristine condition. We also hear from Tyrik Jackson about the benefits of having the skills to cater for any hair type that sits in your chair. Also talking texture, Ivan Zoot gives his thoughts on the appropriate tools to use to help make textured hair behave. Also talking texture is @drizzyxgroomer who has taken his afro textured hair onto the next level.


Education counts, so says every top barber in the country. It’s the way to make your name in this industry. We had a great talk with the CT Barber Expo educator of the year Danni Avila who has taken his education online for the Hispanic community with ground-breaking success. Also discussing his thoughts on how best to educate the barbershop team is Joe Agnello from City Image Barbers and international educator Kenny Duncan shares how he adapts his education techniques when he is educating from the stage.

We also speak to Allison Cuts, who has recently trained up in SMP to see how that has changed her career and we have a close look at Wahl’s education offering, as well as the in-depth education system that Johnny B’s Haircare offers to its potential ambassadors.


Barbershop furniture sets the tone of your shop, and we have a great range of choices and options to look over. But first we talk to Rob Hammer who has been capturing the barbershops of yesteryear in his outstanding book ‘The Barbershops of America’ and he has some thoughts on how furniture changes the dynamic. We talk to several barbershops, a couple of them, Honest Barber and Spanky’s, have very distinctive styles, and they tell us what works for their shop ethos.

We hope you enjoy this issue! You can order your print copy here. 

Booksy Wins “Fastest Growing Software In Spa And Salon Management For Q3 2022”

It’s time to once again celebrate Booksy, the leader in booking and business technology for the beauty industry, for proudly winning the “Fastest Growing Software in Spa and Salon Management in Q3 2022” by SaaSworthy! Booksy is the cloud-based app that easily connects customers to beauty industry service providers in their area. Thanks to this innovative software, consumers can find the business profile, verified reviews, and portfolios of beauty providers in all categories and find those which best fits their needs and book their appointment with ease. Conversely, beauty providers that use Booksy can easily manage their business and schedule in one place, while also taking advantage of online marketing tools to promote their businesses and track their growth.

The Fastest Growing Software Award is determined by SaaSworthy’s unique proprietary algorithm that uses over half a million data points. It’s awarded to the SaaS products demonstrating the most growth across social media, web search, and number of user reviews.

SaaSworthy helps businesses make better product decisions based on objective and in-depth reviews, comparisons, Q&As, social popularity, and buyers guide. They are committed to recognizing and showcasing the best SaaS products globally and presenting them to their audience.

The demand for an effective, convenient spa and salon booking and management software is only increasing, and Booksy delivers access all key aspects of a beauty professional’s business right at their fingertips. From payment systems, appointment scheduling, to inventory management, and so much more, it’s no wonder more users are turning to Booksy for their business and beauty needs.

Booksy’s Fastest Growing Software Award has been showcased on their SaaSworthy profile to highlight this incredible achievement! Many businesses have benefited from being recognized as SaasWorthy award winners as it increases trust and brand awareness, and Booksy is proud to be a recipient.   

Download the Booksy Biz mobile app or visit to learn more.

OSMO Announces New Technical Educator: Jamie Twelvetree

British professional colour house, OSMO is delighted to announce the appointment of a new Technical Educator, Jamie Twelvetree.

Jamie has over three decades of hairdressing experience, specialising in education.  Starting his career at the tender age of fifteen within the renowned Steiner group (later to become part of Regis) and gaining his training at Raymond’s in Birmingham, his passion for knowledge and sharing skills shone through at an early age. 

His career direction saw him progress from behind the chair to educating in salons regionally to then training for professional in-salon products.

“I decided early on that education was my preferred focus within hairdressing. I’ve a genuine passion for sharing our craft and I think it’s important for stylists of my generation to share our knowledge and skills. My age group was probably the last to learn our craft over a 5-year apprenticeship.  It’s not the way of learning now, so I want to ensure our abilities and expertise are available to new stylists coming through. Being an educator is extremely rewarding and you can help mould the future of hairdressing, too. Having a real understanding of how products and ingredients work to create outstanding results in the salon is a passion of mine and I really enjoy educating others on how to get the best out of products, be that colouring or styling hair. This new role within OSMO will enable me to showcase the OSMO range up close and personal so that even more hairdressers can experience the quality and excellent results of the OSMO product portfolio,” explains Jamie.

Experienced in all areas of hairdressing from colouring, cutting to styling, Jamie brings a wealth of experience and education passion to the OSMO family.  Based in Leicester, his role within OSMO will see Jamie focused within the UK to provide education for OSMO wholesalers and distributor partners. 

“We’re so excited to welcome Jamie to the OSMO family as our Technical Educator alongside our Global Educator, Lesley Stitt.  His passion for education and our industry is great to see and we’re very much aligned with his enthusiasm for the importance of education and his ability to inspire others.  Jamie will be a real asset to our team, and we’re thrilled to be able to share his training skills with our customers,” OSMO Brand Manager, Sinéad McLaughlin concludes.

Instagram: @osmouk_official / @osmoikon

Introducing New OSMO Wonder 10 Shampoo & Conditioner

Say hello to the new additions of the cult OSMO Wonder 10 product range; a shampoo and conditioner designed to address the specific needs of damaged and dry hair.

NEW OSMO Wonder 10 Shampoo & Conditioner take the guesswork out of finding the perfect hair care regime. Everyone deserves healthy, naturally shiny hair, and OSMO Wonder 10 Shampoo & Conditioner will help you achieve this.

The OSMO Wonder 10 product duo has been specially formulated with the OSMO Fibre Bond Technology to strengthen and repair hair, with noticeable transformative results to nourished hair that is strong and visibly healthier for longer.

OSMO Wonder 10 Shampoo & Conditioner joins the OSMO Wonder 10 Leave-In Treatment, a cult classic loved by stylists, hairdressers, and barbers alike, creating a powerful trio of essential hair care to dry, damaged and over-processed hair leaving it feeling shiny, silky, and transformed.

OSMO® NEW Wonder 10 Collection will ensure the 3-step regime will cleanse, condition, and protect the hair, transforming hair to its former glory.

10 Wonderful Benefits:

Wonder 10 Wonderful ShampooWonder 10 Wonderful Conditioner
Gently cleanses both hair and scalpFormulated with Fibre Bond TechnologyHelps strengthen and protect the hairNourishes both hair and scalpHelps reduce hair breakageSmooths split endsWeightless formulaHelps control frizzPromotes shineLeaves hair silky, soft, and manageable  Intensely hydrating formulaFormulated with Fibre Bond TechnologyHelps strengthen and repair the hairProtects against damage Smooths split endsHelps control frizzIncredible detanglerWeightless formulaCreates natural body and movementPromotes incredible shine  

How to Use for Wonderful Results:

Apply OSMO Wonder 10 Shampoo to wet hair concentrating on the mid-length and ends. Lather and then rinse thoroughly. For best results follow with OSMO Wonder 10 Conditioner. Apply evenly to towel dried hair, concentrating on the mid-lengths and ends. Comb through and leave for approximately 1-3 minutes before rinsing thoroughly.  Apply OSMO Wonder 10 Leave-In Treatment for strengthening, moisturising, and protective elements.

Prices: OSMO WONDER SHAMPOO (400ml, RRP £8.50, Salon £4.25 + VAT) OSMO WONDER CONDITIONER (400ml, RRP £8.50, Salon £4.25 + VAT) OSMO WONDER 10 LEAVE-IN TREATMENT (250ml, Salon £6.50 + VAT) To request OSMO for your salon, contact your local wholesalers or visit for all stockist details

Fellow Barber Pens Deal to Merge with Rudy’s Barbershops

Industry Leaders Join Forces Through Sortis Holdings to Elevate, Empower, and Expand the Barbering Workforce

Fellow Barber, a New York-born chain of elevated barbershops, today announced an agreement with Sortis Holdings, Inc. (OTC: SOHI) (“Sortis”) that will merge the grooming company with Seattle’s iconic Rudy’s Barbershop (“Rudy’s”). This merger will elevate the barbering industry and empower its combined workforce. It also aligns Fellow Barber with original lifestyle brands with purpose and impact. The Sortis team is building a platform that enables sustainable growth, cultural equity, and scalable innovations for brands with things to say. The goal is to unite consumer brands with a strong point-of-view and unique brand identities, a passionate customer base and a deep commitment to Environmental, Social, and Governance (ESG).

With the market for upscale men’s grooming growing across the country, the merger with Rudy’s is a natural fit. Behind Rudy’s is Sortis Holdings, a Portland, Oregon-based platform company enabling highly scalable, experiential lifestyle brands to accelerate growth and impact. Sortis acquired Rudy’s out of bankruptcy in 2020, bringing back the brands co-founders to return the DNA that makes the Rudy’s experience so unique. Despite being forced to close its doors during the onset of COVID-19, Fellow Barber prevailed and both brands are now uniquely positioned for growth as they remain largely unaffected by the residual effects of the pandemic such as supply chain delays, inflation, and employee retention.

“Rudy’s Barbershops has always been an inspiration to me,” said Sam Buffa, CEO & Founder of Fellow Barber. “We recently had an opportunity to purchase a few of the former Rudy’s locations in LA, which was a dream. Now, we will be able to operate side-by-side for a common goal – bettering the industry for our skilled barbers and spreading the barbershop culture to even more excited clientele, especially as the men’s grooming market continues to grow rapidly.”

As part of the merger, Buffa will lead both Fellow Barber and Rudy’s Barbershops. His 15-plus years of experience in the industry has been spent finding solutions to better the barbering industry and bring back the esteem it once held by way of a barber-first approach. Those experiences position him well to partner with Ryan Suddendorf, who will become the VP and COO of Barbershops, to guide both brands through their next stage of growth.

“This merger was a natural fit for two iconic brands,” said Paul Brenneke, Executive Chairman of Sortis. “The opportunity for growth in this industry will be driven by these brands’ consumer and barber-first approach. We are well positioned to leverage capabilities, specifically digital, to expand consumer reach and bring new barbers into the industry.”

“When Alex, David, and I founded Rudy’s, we worked to build an inclusive space that focused on connection, care and community,” said co-founder Wade Weigel. “That simple mission is at the core of barbershops, and we’ve long admired Fellow Barber for taking this charge to heart. We’re excited to build on these shared values as we continue to grow under a united sense of purpose.”

While Fellow Barber and Rudy’s will continue operating as separate brands, the merger provides a common infrastructure that provides access to capital, real estate strategy expertise, creative and operational talent, and cutting-edge digital capabilities. Education is also a primary focus for Fellow Barber and Rudy’s, which plans to expand its existing apprenticeship program with the launch of a barbering academy that brings hands-on education to licensed, professional stylists and barbers from all over the country.

Both Fellow Barber and Rudy’s will continue to explore expansion opportunities in their respective regions with Fellow opening three new locations in New York City this year, which includes their recently opened flagship in Hudson Yards. Similarly, after the recent opening of their Downtown Beaverton, OR location in June, Rudy’s also is set to launch two additional locations in 2022 and early 2023 in Totem Lake, WA and Cedar Hills Crossing in Oregon.

About Fellow Barber
Founded by Sam Buffa and William Tigertt in 2006, Fellow Barber is committed to elevating the craft of barbering. Often credited for the revival of the time-honored barbershop traditions, Fellow Barber’s expertly trained barbers provide classic cuts and straight razor shaves to a discerning clientele who seek a hassle-free, yet high-quality experience without the pretensions of a salon. By leading the barbershop renaissance, Fellow Barber has spawned a new barbering subculture, raised the overall barbering wage nationwide, and created new jobs.

Since opening its first shop in the Lower East Side of Manhattan, Fellow Barber has independently expanded to 11 locations throughout Manhattan, Brooklyn, Los Angeles and San Francisco – all of which have a unique aesthetic inspired by the diversity of the neighborhood and clientele. The brand also developed its own line of expertly crafted, professional quality grooming products, which is carried in select barbershops and retailers, and online at,,, and

About Rudy’s Barbershops
Since its founding in 1993, Rudy’s Barbershop has been the authority on effortless style, combining self-care with culture. They pioneered the modern barbershop movement and redefined a new generation of beauty and grooming, starting with one location in the grungy heart of Seattle and expanding down to PDX, NYC, ATL and PHX. Rudy’s now operates 31 locations in five states and has a line of grooming products sold at Rudy’s, online and through select retailers nationwide.

About Sortis Holdings, Inc.
Sortis Holdings, Inc. (OTC: SOHI) is a collection of brands that combine creative vision with business acumen. Sortis intends to power its brands across hotel & lodging, coffee, food & beverage, and beauty & wellness to drive culture forward, uniting purpose and profit to thoughtfully scale its companies and offer exceptional experiences to its customers. To learn more about Sortis, please visit

John Paul Mitchell Systems® Announces Appointment of New Artistic Director, Renowned Hairdresser and Educator: Stephen Moody

With people being the greatest strength and resource, John Paul Mitchell Systems® (JPMS) is pleased to announce the appointment of globally renowned professional educator Stephen Moody as Artistic Director.

In his new role, Stephen joins fellow Artistic Directors Robert Cromeans, Colin Caruso, Paula Peralta, John Mosley, and Editorial Director Noogie Thai in developing seasonal trend reports and crafting hairdressing curricula. He will lead the development of innovative education programming for a new Paul Mitchell Professional Academy in Santa Monica, CA. 

“With our company’s commitment to education, I am thrilled to welcome Stephen to John Paul Mitchell Systems. As one of the world’s most accomplished educators, Stephen will help our salon partners to further elevate their craft and success as salon professionals,” says Angus Mitchell, JPMS Co-owner and Artistic Director of Education.

As the exclusive distributor of Paul Mitchell in the UK, Salon Success share their excitement on the news:

“Education has always been at the heart of Sally Salon Services supporting our hairdressing community. As  the sole distributor for Paul Mitchell in the UK,  Stephen Moody joining Paul Mitchell as Artistic Director is such exciting news for us all. Stephen’s illustrious career has been focused on educating hairdressers globally and we look forward to working closely with him in the future.” Jeremy Inns, Senior Director, Full Service Sales – Sally Europe

A 30-plus-year veteran of the Sassoon organization, Stephen has developed and managed the Sassoon Academies throughout the world. His role included leading the Vidal Sassoon artistic team, supporting product development, hosting virtual and live education, training educators, and developing seasonal trends for photo and video shoots.

For the past nine years, Stephen has served as Global Education Dean for a leading professional brand. He has developed revolutionary education to arm salon professionals with the intellectual and creative tools to increase their earning potential. During the pandemic, Stephen pivoted to the digital and virtual space, and hosted 200+ hands-on seminars throughout the world.

Stephen holds many titles and awards, including 2021 NAHA Haircutter of the Year. He was also a finalist for NAHA 2021 Educator of the Year, and he will soon receive the coveted Intercoiffure Mondial Knight Award in Paris.

A haircutter and career educator, Stephen says, “I am thrilled to join JPMS, a company whose heritage and commitment is fully aligned with mine—dedicated to helping hairdressers excel in their craft and enjoy a highly successful career.” According to Jason Yates, President of JPMS, “Bringing Stephen on board, with his globally recognized name, reputation and strength in educating, reinforces our commitment of support to the professional salon community. As a fellow hairdresser and educator, I have known Stephen to always be relatable, approachable, and full of fresh ideas. He is a perfect cultural fit for JPMS, and we could not be happier to have him in a leadership role with our artistic team.”