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North America News

Uppercut Deluxe – 10 Years of Staying Power

Australian men’s grooming brand, Uppercut Deluxe is stoked to be celebrating 10 Years of Staying Power. To celebrate this milestone, the team at Grounded Motion put together a rad piece documenting the story so far.

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Uppercut Deluxe is introducing a limited-edition capsule including a Tee Shirt, Anniversary edition Tin Lid, Keyring and Patch, all of which stamped with the 10 Year Anniversary graphic, designed by one of the original Uppercut Deluxe founders. Check out the Tin, Tee, Patch and Keyring on the Uppercut Deluxe website.

Not your average Joe

Recently, I had the opportunity to visit Williamsburg, a very hip borough in Brooklyn, NY with the longest bearded man I had ever met. Joe Loving (@beardspiration12), Managing Partner for Mean Beard (@mean_beard), and I had met on the phone a week previous and had agreed to meet up at Barbercon, one of the barbering industries premiere events. Joe has a great story behind his beard and brand. Several years back Joe’s son was diagnosed with hemophilia. He decided to raise awareness for the cause and grow out his beard. He called the charity fundraiser “Beards for Bleeders”. Three years later, Joe is still rocking the beard and is one year into his new start up beard care brand! His claim for success,“Don’t trim it!”

Lee Resnick started Barbercon in 2016 as the live networking event for @barbershopconnect, the first social site exclusively for Barbers worldwide. Barbershoppeconnect originally focused on the urban barber movement. Over the last couple of years Barbercon has morphed into one of the leading events for the men’s grooming industry worldwide. This years event attracted more mainstream vendors and cosmetologists then the previous two years combined. An education element was added which has taken it to another level, beyond a social networking event for barbers.

The evolution of urban barbering has come together with the lifestyle movement, high end mens fashion and old school traditional grooming, exploding onto the mainstream stage. There have been signs of this growth development over the last few decades, but the latest push is more then just a short term trend. Salons are feeling the need to up their game in the men’s grooming segment. We are only just beginning to see how the growth in men’s grooming has increased the need for gender specific brands on the professional product shelve space. Don’t be surprised to see traditional women focused beauty stores and online professional only e- commerce sites expand their offerings, and in some cases, change their names to attract the male shopper!

The mainstream acceptance of mens grooming has created a fundamental need for cosmologists to increase their skill set to offer expanded men’s services. Hot towel shaving, guard free clipper cutting and facial grooming are in high demand. While traditional barbering techniques has been somewhat of lost art throughout North America over the last few decades, there are regions on the globe where traditional mens grooming has stayed relevant, including the United Kingdom and the Middle East, where it never really went away.

Experts from industry leaders like the British Barbers’ Association (@BritshBarbers) have been very well received in North America over the last couple of years, as stylists and barbers alike, look to advance their men’s grooming skills. Traditional cosmetology providers including Pivot Point International (@pivotpointint) have recently launched a major foundation barbing program targeting cosmetology schools to start offering men’s grooming and barbering specific programs.

Guys are really into the latest grooming techniques and products. They are keeping their hair styles and beards well groomed and looking great. The average Joe is now more hip then ever!

Brian Gaum


Premiere Orlando & Premiere DAYSPA – June 2-4, 2018

When you think of industry tradeshows, there is probably one name that comes to mind and that is premiere! Premiere Orlando to be exact.

As the largest beauty industry tradeshow in the country, Premiere brought together all things professional beauty under one roof at the Orange County Convention Center, June 2-4, 2018. Premiere Orlando gave more 59,750 beauty professionals who came to town from all 50 states and over 44 countries as near as Canada and as far as Australia, many reasons to stay in love with the industry! Premiere Orlando along with its co-located show – Premiere DAYSPA offered the education and tools you need to succeed during the action packed 3-day event.

The Experience of the Largest Exhibit Floor in the Industry

As beauty professionals walked across the breath-taking 7.3 acre sold out exhibit floor they were greeted by some of the biggest names in the salon, spa and barber industry with over 850 exhibitors present at this year’s event. Attendees were able to amplify and renew their passion about the industry they LOVE through the high energy of Premiere Orlando with companies such as RUSK, Farouk, JOICO, Matrix, Redken 5th Avenue NYC, Pureology, Reuzel, Esquire Babyliss Pro and Ulta hosting live demonstrations, product launches and celebrity artists at nearly every corner throughout the day on Sunday & Monday. In the section of the floor known as Nail World, nail artists were able to get the latest high fashion trends from brands like CND, Young Nails, Famous Names, LeChat Nail Care Products, Gelish, Morgan Taylor, and ORLY just to name a few as well as the calming atmosphere that you can only get when you’re in the nail salon. Continue through the show and enter the realm of Premiere DAYSPA where energy has shifted to the lightness and tranquility of a spa. This section of the show floor was an educational playground for estheticians, massage therapists and makeup artists with companies such as Satin Smooth, Eminence, Borboleta, Revitalash, Farm House Fresh, Bella Lash, Repechage offering the latest products, equipment and treatments to improve their skills and business.

The Education You Need to Succeed

Although the exhibit floor itself is more than enough reason to make sure to have Premiere Orlando on your yearly to-do list; what makes all Premiere Shows stand out is their promise to bring the education you need to succeed™ to their events. This year was no exception offering more than 600 classes from 250 educators during the 3 days of non-stop education.


WOW! It’s hard to even think of any other way to describe the powerhouse education that graced the stage at Premiere Orlando this year, craziest part – it was all INCLUDED with a show pass! Beauty professionals from across the globe really showed up to support their favorite #hairbestie Guy Tang at his first ever Premiere Orlando presentation bringing in one of the largest audiences at the show to date. The empowering Leading Ladies featuring Tracey Hughes, Larisa Love, Eden Sassoon, Vivienne Mackinder, Candy Shaw and special guest emcee Sam Villa motivated and inspired artists with their frank, honest, no-holds-barred conversation on their secrets towards building amazing careers and brands in beauty. Attendees were also able to learn the latest in industry and style trends from some of the biggest names: Leen & Bertus – Reuzel, Sam Villa – Redken 5th Avenue NYC, Takashi Kitamura, Rob the Original, Kevin Kirk & Eric Fisher – BaBylissPRO and the legendary Martin Parsons.


Individual self-expression through one’s hair color has become wildly popular and this year’s Hair Color Stage presentations packed in some of the most influential colorists of the industry to provide stylists behind the chair with the latest techniques and trends to help them turn their clients’ hair into true works of art. Audiences raved about the welcoming back of Joico who brought in powerhouses, Sherry Ratay, Mark Mileti, Ricardo Santiago, Ben Mollin & Zoe Carpenter, Pravana featuring influencers Presley Poe, Chita Beseau, Neal Malek and Taylor Rae and B3 Bond Builder featuring some of social media’s finest, Linh Phan, Maggie Hancock, Rickey Zito & Wesley Palmer. Hair Color Stage also welcomed to the stage for the first time this year Antidotpro by Scalifix featuring Tracey Cunningham, Ruby Devine, Nadine Donovan & Luigi Rossi, Malibu C featuring Chad Stocks, Georgia Reed, Nicole Emiliani & Amanda Harsche and the Unicorn Tribe led by founder Alix Clymer. Attendee favorites Redken 5th Avenue NYC with Justin Isaac, Sean Godard, Veronica Ridge & Tara Gardiner, Matrix featuring legends Chystofer Benson & Lenny Strand, Ashtae Products with Wendy Evans and CNBC’s The Profit’s Marcus Lemonis and Confessions of a Hairstylist with Jenny Strebe and Cassandra McGlaughlin all came back again this year as well and provided color enthusiasts with the incredible education they love.


Each year, Premiere’s dedication to education drives them to make the show new and exciting as well as making sure that they are offering education at their shows that is not only on trend with the latest trends and techniques but ahead – giving their attendees that competitive edge. This year, Premiere Orlando welcomed round table style panel discussions in topics such as salon ownership and management, hair loss solutions, social media marketing, resume building and networking skills. Additionally, the show welcomed, The Santiago Brothers, both coveted educators in their right, Carlos and Ricardo Santiago joined forces for the first-time at major industry event and taught cutting and styling techniques bringing in both view points of the industry; Carlos as a barber and Ricardo as a cosmetologist, to a packed classroom on Saturday morning, leaving attendees wanting more. Beauty professionals were also eager to see the impressive education from Keon Washington, Lala Chihaia, Leysa Carrillo and Olivia Smalley from Cosmoprof Education as well as the curl education from Ouidad featuring Sarah Brunty Smith just to name a few.

Make sure to subscribe to Premiere Orlando’s YouTube Channel: PremiereOrlandoTV for videos of education from past events, including 2018 later this fall!

Hundreds Joined the Quest for the Best and Showcased Their Talents

Cannot Wait until 2019 for Premiere…

What Premiere Show Group does at their shows is like magic – taking the worlds of professional beauty, and providing an environment filled with education, inspiration and enthusiasm, Premiere Orlando is THE event for beauty professionals. But you do not have to wait until June 1-3, 2019 for another Premiere event, join Premiere at one of their other annual shows this fall.

● Premiere Philadelphia *NEW* | September 23-24

● Premiere Beauty Classic | October 7-8, 2018

● Premiere Birmingham | October 21-22, 2018

Contact Information for this Release | Jill Acosta,, 800-335-7469 ext 132,

BarberEVO North America issue 2 OUT NOW!

As we all know, barbering was once viewed as a low paid job for the less academically inclined but now it’s a genuine creative conduit for serious business men and women. We speak to cover star Arod who, through tireless self-promotion, relentless social media mastery and his perfectly honed craft, charges $350 for the VIP service at Elegance Studio.

The opportunities are now there in this incredible industry for those willing to reach out and grab them.

Alongside telling individuals stories, we take a look at how the ever-expanding barber subculture bleeds into other creative disciplines like fashion and even surfing and skating.

All this and much more can be found inside Issue #2 of BarberEVO North America.

Click here to subscribe to BarberEvo Magazine North America.

Click here to buy a copy of Issue 2 BarberEvo Magazine North America.

Wahl Professional’s 5-Star Cordless Senior Launches in the U.S.

Actions speak louder than words. And by combining two words for the first time, Wahl Professional will make the act of cutting hair easier than ever with their newest advancement: the Cordless Senior.

After a long-awaited unveiling, it’s finally available in the U.S. market.

“The Cordless Senior is something you always wished for as a barber but would never believe could happen in a million years,” says Wahl Education and Artistic Team (W.E.A.T.) member Garland “G-Whiz” Fox. “And here it is, the Cordless Senior, the most powerful Wahl cordless clipper hands down.”

For barbers and stylists looking for a heavy duty cordless clipper with strong cutting power, the new Cordless Senior is the tool to take precision on-scalp fading, clipper-over-comb and bulk hair removal clipper techniques to the next level.

“It has been amazing to hear the buzz around the world about the launch of this clipper,” says Anne Marie Kollias, National Sales Manager for Wahl Professional. “The iconic corded Senior is celebrating 65 years on the market this year, and we are thrilled to now introduce the Cordless Senior and provide more options for barbers and stylists.”

The build-up to the release of the Cordless Senior has been captivating artists and audiences through a mutual excitement for the launch.

“As each day passed, globally the hair world spoke and tuned in on what was happening,” said W.E.A.T. member Julius ‘Caesar’ Arriola, who attended Salon International last October for the launch of the Cordless Senior in the U.K. “Everyone wanted a piece of the action, whether they were at the show or not.”

The precision, speed and power of the Cordless Senior was demonstrated by W.E.A.T.’s Garland “G-Whiz” Fox on the Wahl Professional stage and in the classroom at the Bronner Brothers International Hair Show in February.

“That was the first and only time that the Cordless Senior was available in U.S., and it sold out on the first day of the show,” says Fox. “We reserved one to be awarded to a Wahl class participant who came to the stage afterward and could answer five questions in one minute. The winner, who answered everything right, plus the competitive nature of this, that’s how bad people wanted to get the Cordless Senior. “

The Cordless Senior is at the forefront of design and technology. In the industry where almost everyone is looking for cordless alternatives, the Cordless Senior is the premier option, combining high-performance, precision technology with nostalgic historic value.

“It’s absolutely one of my favorite tools,” says Arriola. “It doesn’t fail to deliver exactly what it’s made for: Precision, power, and durable performance…all without a cord holding me back.”

Running on a lithium-ion battery (70-minute run time) with a powerful motor and precision cutting blade, the impact this tool cuts with places it at the forefront of haircutting technology.

Additional features, such as a 5-Star surgical fade blade, higher blade speed, more torque, a powerful cordless motor, and heavy duty aluminum cover lid and iconic design all make the Cordless Senior an elite tool within the industry.

Describing how the Cordless Senior compares with the Cordless Magic Clip, Fox remarks: “There is no way to pick one and not the other. The Cordless Magic Clip and Cordless Senior are unique in their own ways and you need to have both or you’re not official.”

Both blades are flat precision, with the allowance of zero-gapping. The Cordless Magic Clip boasts a unique stagger-tooth blade which makes smooth blending effortless, while the Cordless Senior blade quickly removes hair with laser-sharp accuracy.

“Both tools demand their own pedestal, but work very much hand-in-hand with each other,” says Arriola.

“Picasso could never have made his art with one brush and one paint color,” adds Fox. “The blade on the Magic Clip and power and precision of the Senior give you the perfect fade. Knowing what tool you have and how to use it, puts you above the average in your cutting skills.”

As for maintaining your tools, the first step begins with reading the instructions on how to extend the life of the motor and preserve the blade.

“Proper oil and cleaning are key,” says Fox.

“As always, be sure to use Wahl Blade Ice after every haircut,” says Arriola. “Then use Wahl Clini-Clip Disinfectant Spray to ensure full sanitary conditions for everlasting performance and routinely follow the 5-point oil process using Wahl Oil to keep the blades running smoothly.”

Barbers and stylists who are looking for a lightweight but remarkably powerful clipper with even more cutting versatility will be ready to increase their artistry with the Cordless Senior.

“I believe this clipper will be a favorite of our long-time Wahl fans and will attract a new fan base looking for a lot of power in a cordless option,” says Kollias.

“It’s just different,” says Fox. “It’s a different feel, different flow, it’s almost magical.”
For more information about the launch of the Cordless Senior, please visit

Booksy Inc, Partners with Instagram

San Francisco, CA Booksy Inc., the top-rated appointment booking application worldwide*, is excited to announce an integration with Instagram business profiles. People come to Instagram to visually discover products and services, with more than 200 million Instagrammers visiting a business profile each day. With the Booksy integration, inspired viewers can now book appointments directly through Instagram any time of the day with hair, skin and nail professionals who use the Booksy app.

“We’re responding to a real consumer-based demand,” says Stefan Batory, CEO and founder of Booksy. “With our new partnership, Booksy is the first appointment scheduling platform that is socially integrated for users and clients to connect. Instagram is no longer just a marketing channel for independent professionals, it is now a client acquisition channel by turning followers into clients. The scheduling process is automated and confirmed with a few clicks. Our data patterns show that clients who self book make 20-30% more appointments. Of these client-booked appointments, 60% are made outside of working hours. With Booksy, scheduling is automated and streamlined, saving time and eliminating the need for texts and phone calls.”

For hair, nail and skin service professionals to benefit, they must sign up with Booksy and convert to a business profile on Instagram. Then, they can activate Booksy from the “Edit Profile” option on profile, under the “Contact Options” section. Businesses that wish to learn more should check out the Instagram Business Toolkit.

Instagram is making it easier to turn inspiration into action, including integrations with a wide range of partners and a better way for businesses to manage their direct messages.

Booksy is available in the App Store and Google Play.

*Apptopia rankings

Wahl Professional Announces 2nd Online Barber Battle

Risks are a part of life. They don’t always pan out. But when everything falls into place, something truly special can happen.

Wahl Professional took a risk last summer when they debuted the first ever online barber battle. And the response they received from the barbering community paid off for them – and for the best of the battlers who took a chance on entering.

Just ask Benny Machado, the Grand Prize Winner of last year’s battle, and an honorary member of the Wahl Education and Artistic Team (W.E.A.T.) in 2018.

“Winning has sparked a passion to help others and has given me the platform to do so. I’ve met so many professionals and received valuable advice.”

Wahl Professional will provide that same unique platform for artists to showcase their skills to the world with the second iteration of their barber battle, scheduled to launch June 1.

“As a 99+ year company, Wahl Professional strives to be on the forefront of innovation in
all that we do,” said Aaron Flick, Senior Marketing Associate, Professional Division, Wahl Clipper Corporation. “We are looking to grow and separate ourselves from the pack even more in 2018.”

And the changes Wahl Professional is making to the battlefield – the website itself – will play a big part in that separation: Namely, user-friendliness.

“Updates have been made on the mobile development side for a sleeker look and feel.
We also have improved on the login process to allow users to create a login and submit
their entry in multiple steps (instead of all at once),” said Flick.

Another change is the actual competition cuts barbers will be judged on. Like last year’s
battle, participants will have to show their mastery of a Classic Bald Fade and a Creative Design of their own choosing. This year, however, they can choose either the Pompadour or Textured Crop as one of the three cuts for the judges’ consideration.

Wahl Professional has also upped the stakes.

While the grand prize winner will receive a one-year membership on W.E.A.T. and the
entire 5-Star line, valued at over $1,200, 2nd place will be awarded a position in the newly unveiled Wahl Select Barbers program, which is a new addition to this year’s battle.

The top three winners will also receive notoriety on the Barber Battle website, and 1st-10th place will all have their work showcased on Wahl Professional’s social media channels.

The winners will be announced in September and entrants will have from June 1 – June
29, 2018, to submit their videos.

However, if there’s one thing both Wahl Professional and Machado can attest to, it’s the
time needed to make the work standout.

“The only thing that I would’ve changed was waiting until the last minute to make the
video. Which created lots of stress and sleepless nights,” said Machado.

To give yet another incentive, Wahl Professional is rewarding those who submit their
entries promptly.

“We will offer a new 5 Star Retro T-Cut for the first ten full video submissions,” said Flick.

What advice can be offered to those looking to show their mettle? That depends on who
you ask.

Flick gives more tactical advice: “Study the rules and hire a videographer (or use a good
camera) to showcase your cuts in high quality.”

Last year’s champ offers something a little more inspirational.

“Don’t think about it too much! Just go for it, be smart on your model selection. Don’t take

this opportunity for granted,” said Machado.

Those looking to take risks of their own are encouraged to learn more and register at

Wahl Professional’s New 5-Star Look is Golden

Mention the name 5-Star Senior or Magic Clip and what comes to mind? Most likely it is the precision, power and ease of fading that barbers and stylists rely on from Wahl Professional’s 5-Star Series for their multi-cultural clients.

Now look again, because precision fading with the name Wahl 5-Star is taking on a new gold-star design. Every one of the tools will receive an update and be revealed over the next month.

“Each product will progress into the new 5-Star look at different times during the second quarter of 2018,” said Tracy Vock, Senior Product Manager, Professional Division, Wahl Clipper Corporation. “The completion date for the full line to be transferred over to the new look and feel is the end of May.”

As the new 5-Star look begins to unfold, each of the classic styles will be transformed by a consistency in look with gold color accents as the dominate design feature, along with easily identifiable Wahl logos that are laser cut into each tool.

“Think of it as an enhancement to the products,” says Jesey Nicholson, Senior Graphic Designer, Professional Division, Wahl Clipper Corporation. “The new look was designed with barbers in mind, providing the consistency of tools for the busy barber and stylist. Gold levers and switches throughout the line separates the 5-Star products from our other clippers and trimmers.”

The idea for the new gold-star look originated from discussions on the line in general and working with Wahl’s marketing team and design engineers to test samples and colors to finalize the style.

“I’m excited about the upgrade to the 5-Star Senior clipper that gives this product a lot of class,” says Nicholson. “The black and gold accents balance well together and give the product more of a high-end look that reflects the product’s performance.”

Barbers will also notice a color change in the attachment combs in some trimmer sets to help elevate the appearance of the line.

“There are not any new features for each product,” says Vock, “Each product is already unique, so we basically gave the line a face lift, so to speak.”

Just last year, a similar update to the Wahl Designer Clipper Family of tools was introduced, featuring a classic black color scheme to keep everything consistent in that line.

“We are focused on making the Wahl 5-Star Series look consistent and upscale,” says Nicholson. “Our customers love our products, so making the looks consistent as well as enhancing the packaging was an easy decision.”

The branded look of the new 5-Star packaging reveals a clean design on the front. On the back of the package, pertinent information easily identifies how each product differs, and printing enhancements to the package design make the products stand out when displayed on store shelves.

As for marketing the new line, Wahl Professional created first-class product videos to help show off the new looks, along with website updates and social media posts to reflect this new design. Those interested in learning more about the new 5-Star line can view the latest product improvements at

BarberEVO North America Issue 1

Barbering and the barbershop, as both a craft and institution, is steeped in history and deeply engrained in North American culture. Barbering, however, is no longer just a craft; barbering is a movement and subculture that encompasses a range of different disciplines and influences.

We often heard “we have nothing like this back home” from American and Canadian figures featured in our UK publication. We have accepted the challenge and are proud to present Barber Evo North America #1. As with its sister magazine, our aim to product a publication befitting of North America’s evolving barbering movement.

In fact, the very definition of barbering is evolving and inside issue one we try to tackle the not so simple question of “what is barbering?”. Hawleywoods Proprietor Donnie Hawley remains a bastion for the old school, and we travel to LA to meet with two faces changing the game, Julius Caesar and Sofie Pok. One thing is clear: barbering is more than just cutting hair.

Inside the other ninety or pages we delve into barbershop interiors, discover the barbershops of NYC, bring you the wisdom of top barbering educators and much, much more.

So without future adieu, we give you Evo NA #1.

Click here to subscribe to BarberEvo Magazine North America.

Click here to buy a copy of Issue 1 BarberEvo Magazine North America.