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NHBF Respect Live Unites Industry Voices to Shape the Future of Hair & Beauty

The National Hair & Beauty Federation (NHBF) has hailed its Respect Live event as a major success, bringing together salon owners, educators, industry leaders, stakeholders and media to explore the latest findings from its State of the Sector survey, and crucially, what happens next. Held as a key moment in the industry calendar, Respect Live created a powerful platform for open discussion around the current challenges, opportunities and future direction of the UK hair and beauty sector. 

Sector Taking Stock- and Taking Action

At the heart of the event was the unveiling of the latest State of the Sector results, offering a clear, data-led picture of where the industry stands today. From business sustainability and workforce challenges to education and growth, the findings sparked honest and solutions-focused conversations across the room. 

Crucially, these quarterly survey results are not only vital to the industry, they are also requested by government, making them an important tool in informing policy and decision-making at the highest level. By taking part, businesses directly contribute to shaping how the sector is understood, supported and represented nationally. 

A standout panel of respected voices shared real-world insight and practical perspectives, including Emma Curd of Mattaki Scissors, Darran Gould, founder/director Gould Barbers; Charles Whiston of CW Whiston salon; Christopher Moody, educator and salon owner: Wendy Cummins, chair of Hair Professional Apprenticeship Steering Group and salon owner; Diane Hey, Founder & CEO, Armonia Training Academy: Lesley Wilks, aesthetician and NHBF consultant; Christian Vincent of Worknest and Meg Piper, session stylist and owner of Solstice Hair. 

Together, they explored not only the realities facing businesses today, but also the collective responsibility, and opportunity, to shape a stronger, more resilient future. 

The event made clear that meaningful representation starts with listening. The NHBF exists to champion its members, ensuring their challenges, priorities and ambitions are heard where it matters most. The strength and impact of that representation is directly shaped by the voices within the industry. 

The NHBF stated: “The more our members engage, share their views, and take part in decisions, the stronger and more accurate our representation becomes whether that’s influencing government, shaping support, or driving the future direction of the sectors.” 

With over 84 years of expertise representing the UK’s hair and beauty sector, the NHBF has built its reputation on one enduring principle: that the strongest voice for this sector is a collective one. That commitment to listening, representing and supporting members remains as central today as it has ever been.

 The forthcoming Annual General Meeting (AGM, Monday 6 July 2026) and Extraordinary General Meeting (EGM, 18 May 2026) will ensure members’ voices remain at the core of the NHBF and inform the organisation’s future direction. 

The Fellowship for British Hairdressing Announce Simon Shaw as President

Following an intense day of presenting and in-depth discussion Simon Shaw has been named as the 40th President of the Fellowship for British Hairdressing. 

Now in its 80th year, The Fellowship for British Hairdressing elects a new President every two years. Following in the footsteps of industry exemplars including Errol Douglas MBE, Beverly C MBE, Robert Eaton, Karine Jackson, Ken Picton and outgoing President Ashleigh Hodges, Simon said he was honoured to be taking over the role as President at this very special time in the Fellowship’s history. 

Simon has had a long-standing relationship with the Fellowship, joining very early on his their career and working alongside past Presidents and board members to develop the visibility and integrity of the Fellowship. Through his role as Head of Education for the Fellowship he has been able to showcase what the Fellowship stands for and increase membership and he was instrumental in introducing the very successful Project Men & Media to the Fellowships roster of educational Projects. Education is a passion of Simon, and in their role as President education will play a pivotal role.  Simon’s day-to-day role as Global Artistic Director is one that brings with it a whole host of exceptional qualities both commercially and creatively, key attributes required as part of the President’s role. 

Fellowship for British Hairdressing Chair, Marcus Allen commented, “Simon is a fantastic choice as President of the Fellowship. Truly immersed in all sectors within our industry and respected by all who know him with so much experience in all aspects of the business of hairdressing and barbering. Their commitment and dedication to the Fellowship is immeasurable, which will ensure a very exciting two years ahead. Our thanks go out to outgoing President Ashleigh Hodges for all the work and support she has given the Fellowship over the past two years,” concluded Marcus. 

The Men’s Hair Trends Defining 2026

Bailey Snowden, Wahl Scholar and owner of Snowden’s Barbers in Scunthorpe, talks us through the men’s styles you need to know in 2026. 

Men’s hair trends are evolving, and according to Bailey, the shift is all about authenticity, ease and embracing your natural hair type.

“Natural texture is having a moment,” Bailey explained. “Men are stepping away from rigid, heavily styled looks instead opting for movement, softness and individuality.”

That shift is particularly noticeable when it comes to curly and textured hair types.

“We’re seeing curly hair being embraced rather than tamed, and we’re seeing a rise in modern perms designed to enhance texture rather than create tight, traditional curls,” he said. “These looser, more wearable perms add volume and shape, giving hair a relaxed, effortless feel that still looks polished.”

Modern, lived-in cuts are also a trend, with clients embracing looks that require minimal daily styling and maintenance.

“Think soft layering, subtle tapering and natural finishes, combined with clean, sharp edges around the neckline or hairline to keep the overall look structured,” Bailey shared.

While these looks may seem effortless, they require an intentional, detailed approach.

“It’s a balance of low-maintenance texture with precise barbering, resulting in a fresh, put-together finish without needing to spend ages styling it every morning,” he added.

Classics also aren’t going anywhere anytime soon. Expect clients to keep asking for the skin fade because of it’s versatility. However, there’s been a shift in how that cut is traditionally styled.

“Instead of pairing it with overly sculpted quiffs or pompadours, it’s now often combined with more relaxed, textured lengths,” Bailey said. “Whether that’s a messy crop, natural curls, or a slightly longer top, the contrast between the sharp fade and softer texture creates a modern, wearable look that suits a range of clients.”

Alongside shorter styles, longer hair is also making a strong comeback, influenced by the resurgence of ’90s culture and aesthetics.

“Men are growing their hair out, embracing looser shapes that move naturally and frame the face. These styles feel more laid-back and less done,” he said. “Working with the hair’s natural fall, this style requires minimal styling but still feels current and fashion-forward.”

While there may be countless trends circling, it’s crucial to embrace your client’s individuality, finding styles that fit their lifestyle and feels natural for their hair type.

WAHL PROFESSIONAL UNVEILS SENIOR® 2.0: THE NEXT EVOLUTION OF AN INDUSTRY ICON

Since its debut in 1953, the Wahl Senior® has been a trusted tool behind the barber’s chair, earning decades of credibility for its reliability, durability, and uncompromising performance. Today, Wahl introduces the Senior 2.0, the next chapter in the evolution of one of the industry’s most respected clippers. 

BUILT ON LEGACY. POWERED FOR THE FUTURE. 

Building on the same trusted foundation that barbers have relied on for generations, the Senior® 2.0 brings modern innovation to a legendary name. Designed for today’s professional barber, it combines refined performance with advanced technology to deliver greater power, precision, and adaptability. 

SAME NAME. NEW LEGACY. THE SENIOR® 2.0 INTRODUCES: 

RAPID SWITCH CLICK/NO-CLICK LEVER – TOOL FREE ADJUSTMENT – Patent-pending taper lever easily switches between 5-click positions or free-flow control no tools needed. Just lift and switch. 

INCREASED POWER & ADVANCED CUTTING PERFORMANCE – 8000 RPM brushless motor with Adaptive Speed Control™ automatically adjusts motor speed to hair type, giving you smoother results in less passes. 

BALANCED ERGONOMICS – Durable yet balanced metal bottom housing features patented grooves for extra control and comfort. 

CUTS COOLER, STAYS SHARPER – Blades made from high-carbon steel with black PVD Chrome and DLC coatings – delivering consistent cutting performance, cut after cut. 

READY WHEN YOU ARE – 2.5 Hours of cordless run time, powered by the included Single Power Station™ and USB-Compatibility. 

The Senior® 2.0 is £227.99 

Available to purchase from wahl.co.uk 

R + R Studios

Blending family roots with a forward-thinking ethos, R+R Studios in Dundee has quickly grown into one of Scotland’s most exciting barbering destinations. With a focus on community, education and creativity, the team – led by Edward Harris – are carving out a reputation that’s as much about connection as it is about cutting hair.

  • Dundee, Scotland
  • @rrstudios on IG
  • Furniture: Takara Belmont

Every great barbershop has a story, and R+R Studios’ begins with family. “After so many years in the industry and with my second baby on the way, I wanted a place we could call our own as a family,” said owner Edward. “But also, a place where the team or anyone who walked through the door felt they could call their own too.”

The shop’s name is rooted in Edward’s children. “R+R came from my kids, Rocky and Rebel,” he explained. “The vision isn’t just to create a barbershop, but a place where everyone can grow – whether you’re a hairdresser, a curly specialist, a photographer, or anyone with a vision. R+R is a place where you can feel at home and bring your ideas to life.”

Team Ethos Over Ego

At R+R Studios, the team comes first – and that starts with the right people. “The first thing we look at when hiring is personality,” Edward explained. “Skills can always be taught, but attitude is what really matters. Clients don’t want ego or negativity; they connect with people who make them feel welcome. That sense of community and family is exactly what we’re trying to build.”

The team culture is built around learning and sharing knowledge. “We’re always learning – because the truth is, nobody knows everything! There’s always something new to pick up or a new trend to follow. That’s why we’re planning to start in-house training evenings, open to our team and to anyone who wants to join,” Edward said. “We also go to external courses, and later this year we’ve got a Josh O.P. look and learn happening in the studio.”

The studio’s clean, minimalistic design was carefully thought out to create a calming environment. “My son is autistic, so we’re learning more and more from him how atmosphere and surroundings can really impact emotions,” Edward said. “A busy, cluttered space with noise can be overwhelming, so we wanted the opposite – open, inviting and calm.”

A Shared Approach to Craft

One of the strengths of R+R is the diversity of talent under one roof. “We all have our own styles and techniques,” Edward said. “Some of us are all about long hair, some love short cuts, and some just love doing it all. At the end of the day, it’s about listening to the client and making sure they walk out happy.”

That shared standard is what defines the shop. “Training keeps us sharp – our cuts don’t need to be identical, but the quality of service always does,” Edward noted.

On the tools front, the shop works exclusively with Matakki Scissors, recently securing a sponsorship deal. “It’s a huge achievement for us,” Edward said. “They’re the best scissors we’ve ever used. When it comes to clippers, we’ve all got different preferences. Personally, I’m a BabylissPro geek – if a new BabylissPro clipper drops, I need it!”

More Than Just a Haircut

At its core, R+R is about people. “For us, barbering is 60% haircut, 40% customer service,” Edward explained. “Some clients love a good chat, others prefer quiet – and we respect both. What matters most is that every client leaves remembering their cut for the right reasons, not an awkward hour in the chair.”

That commitment to connection has built a loyal client base and a reputation that extends well beyond the local area. As Edward put it: “Without genuine customer connection, your success won’t last long.”

Milestones That Matter

This year alone has been packed with highlights for the R+R team. They supported barbers Michelle and Keiran at the SHABA Awards, with Keiran ultimately walking away with Scotland’s Best Barber. “The pride has been unreal,” Edward said.

What’s Next for R+R?

Looking ahead, the future is about expansion, both in education and in physical space. “We’re planning to push more into education, while learning new techniques from barbers across the UK,” Edward said. “We’ll be hitting more shows – GBBB, Barber Connect, and anywhere else we can showcase what we can do. I’m currently exploring expansion opportunities as we’ve got the space and we’re ready to bring more barbers onto the team.”

The goal is simple: keep growing, while staying true to the ethos of family, community, and creativity.

Meet the Founders and Creators Redefining the Beauty Industry

The beauty and barbering world is changing fast. The most influential professionals are no longer just stylists or barbers. They’re founders, educators, creators and brand builders with global audiences.

Fresha, the world’s leading beauty and wellness booking platform, is bringing some of those voices together through the expansion of its global Brand Ambassador programme, welcoming a new generation of industry talent helping redefine what success in beauty looks like.

From multi-location salon owners and global educators to founders of grooming brands and academies, the newest ambassadors represent a wave of professionals building businesses that extend far beyond the chair.

Collectively, the new cohort reaches more than 200 million people online each month, reflecting the growing cultural influence of beauty professionals who have become creators, entrepreneurs and industry leaders in their own right.

Meet the operators shaping the next era of beauty

Leading the expansion is Josh Lamonaca, co-founder of MENSPIRE and one of the most recognisable figures in modern barbering. A British Men’s Hairdresser of the Year and now Fresha’s Head of Hair Education, Lamonaca has helped turn barbering into a global education movement.

“We’re at a turning point,” Lamonaca said. “The next generation of leaders won’t just be known for their craft, but for how intelligently they build and scale their businesses.”

Joining him is Chloe Ferry, founder of The Beauté Lounge, who brings major cultural visibility alongside the experience of building a consumer beauty brand from the ground up.

The ambassador network also welcomes:

Thaddeus Jayaseelan, founder of barbering academy Gradient and a rising voice in education-led barbering

Andrea Amighetti, a respected multi-location salon owner and educator operating across Europe

Alexi Michael, founder of the global barber education platform Learn to Cut

Jordan Tabakman, an Australian entrepreneur operating businesses across multiple markets

Kochi Faraj, founder of Kochi Dubai and haircare brand Kochi Haircare

Yadiel Alberto Rodriguez (A-Rod), co-founder of international grooming brand L3VEL3

Across salons, academies, product brands and social platforms, these operators represent the modern blueprint for success in the industry.

“As an entrepreneur, alignment matters,” said Thaddeus Jayaseelan. “Fresha represents simplicity, structure and growth, and helps barbers unlock their business potential without costly mistakes.”

Where creativity meets infrastructure

The beauty industry has always been driven by talent. What’s changing is how that talent builds and scales businesses.

Today’s professionals are managing global audiences, launching product lines, opening multiple locations and running education platforms alongside their day-to-day work. Technology is increasingly what enables that growth.

Through Fresha’s platform, ambassadors use integrated booking, payments, reporting and marketplace tools to manage operations and understand customer behaviour as their brands expand.

“At scale, talent alone isn’t enough. Structure is everything,” said Andrea Amighetti.
“Fresha gives our business the visibility needed to grow across multiple locations without compromising quality.”

A global community of beauty leaders

The newest ambassadors join an established group of partners already helping shape the programme, including Sam Bentham (Rascals Barbershop)Mark Maciver (SliderCuts)Hester Wernert-Rijn (Mogeen)Lydia Wolfe, and Jack Mead.

Together they represent a growing global community of professionals pushing the industry forward, combining creativity, entrepreneurship and influence.

“Fresha is rapidly transforming the United States and Canada,” said Alexi Michael. “It’s becoming the system of choice across the industry because the product continues to evolve and support businesses month after month.”

With more than 140,000 partner businesses worldwideFresha continues to invest in the professionals shaping the next chapter of the selfcare economy.

Premiere Anaheim Draws Thousands for 2026 Show

Premiere Anaheim 2026 concluded with resounding success at the Anaheim Convention Center, attracting over 11,500 visits from beauty professionals across 44 states and 22 countries. The show continues to solidify its role as a powerful hub for education, commerce, creativity, and community across the professional beauty sector.

Education and purchasing power took center stage at this year’s event, with an impressive 78% of attendees participating in at least one class. Guests praised the quality and accessibility of the programming, noting it as a key driver for attendance. Premiere’s proven “learn and shop” model drove significant booth traffic, with exhibitors reporting increased engagement and sales following education sessions. “We do a lot of shows throughout the year, but we get a higher quality and return customer rate from Premiere because we include education classes,” says Joe Miller, Founder, Beard Octane. “People come back directly from the classes to the booth, and the platform Premiere provides is second to none.”

Premiere Anaheim also demonstrated remarkable purchasing power, with 94% of attendees reporting making purchases from brands at the show. The event featured more than 160 exhibiting brands, including Circadia by Dr. Pugliese, EarthLiteOli GLeChat Nail Care Products, L3VEL3Panasonic/Brosh/MizutaniSaian SkincareSUNLIGHTST3 Micro and Booksyamong others. Beauty professionals filled the aisles and packed education sessions, creating an atmosphere defined by excitement, energy, and meaningful engagement.

This year’s show introduced several new features that were met with enthusiasm across the show floor. Highlights included a Main Stage presentation and book signing with Anastasia Soare, CEO and Founder of Anastasia Beverly Hills, where attendees had the opportunity to hear firsthand insights from one of the industry’s most influential founders. The show also marked the debut of TheValue Center for Pros offering exclusive deals and curated resources tailored to working beauty professionals. Engaging activations from Ulta Beauty created dynamic, interactive moments throughout the weekend. 

These additions complemented a star-studded lineup of educators, brand founders, and experts including Larisa Love™ – hair artist, salon owner and educator, Presley Poe – hairstylist, salon owner and global educator, and Kirsty Meakin – viral nail artist, elevating the attendee experience even further. 

The industry was celebrated through competitions that spotlighted exceptional artistry, championing the creativity and technical skill of beauty professionals across categories. Between the Barber Battles and the globally recognized Nailympia competition bringing together top nail artists, talent from the best in the business was on full display.

Premiere Anaheim’s momentum continues, with many exhibitors already committing to future Premiere events, showcasing the unmatched value and impact Premiere delivers in creating meaningful, in-person industry experiences.

Upcoming 2026 shows include: 

●      Premiere Orlando: May 30 – June 1, 2026 
Register at: www.premiereorlandoshow.com

●      Premiere San Antonio: August 30 – 31, 2026

●      Premiere Columbus: October 11 – 12, 2026

Premiere Anaheim returns to the Anaheim Convention Center on February 7 – 8, 2027.

WAHL PROFESSIONAL ANNOUNCES THE HI-VIZ® AIR – THE TRIMMER THAT IS ENGINEERED TO EVOLVE 

Wahl Professional set a new benchmark with trimmers two years ago with the release of the Hi-Viz®. Delivering clean lines and expert-level precision the Hi-Viz quickly became a must-have powerhouse in barber tool line ups. With everything Wahl does, the barber and stylist community is pivotal to every decision, so when it became clear the pros were looking for more, Wahl listened. 

Wahl didn’t stop at listening. From listening to testing, testing to engineering, the result? The Hi-Viz Air – a true Evolution of the Hi-Viz, built from feedback and shaped by the demands of the modern barber. Everything pros loved is still here – Adaptive Speed Control, the COMFORTCURVE® housing, and the ultra-slim neck. But now, it’s 30% lighter and designed to debulk, detail, and deliver. 

 The Hi-Viz® Air is here – Engineered To Evolve: 

All-in-One. Built from the feedback of barbers, the new Hi-Viz 2.0 blade is optimized for debulking, while still exceling at details. 

30% Lighter for 100% Control. Crafted from a premium polymer blend with COMFORTCURVE design, the Hi-Viz Air is lighter in hand and heavy in performance, giving you all-day comfort and effortless control without fatigue. 

Clear View. Clean Hits. The slim neck design unlocks full visibility so every cut, edge, and detail hits exactly where you want it with no second guessing. 

Consistent Power. Adaptive Speed Control delivers consistent power of 7000 RPMs (optimized for quiet performance), giving you smooth, even performance. 

Zero Downtime. Built for barbers who don’t have time to wait. The Hi-Viz offers industry-leading 45-minute full battery charge, while 5 minutes of quick charge delivers 15 minutes of cutting. 

Precision That Lasts. Hit every line with confidence. The Hi-Viz 2.0 blade is DLC coated to stay cool and sharp 8x longer, and adjustable to zero-gap for ultimate precision. 

Olivia Garden Expands OG Barber Shear Collection with New Left-Handed Options

Olivia Garden, a leader in professional and consumer hair tools, is proud to announce the launch of left-handed OG Barber Shears, designed to deliver the same durability, precision, and ergonomic comfort as the original collection. Created to support left-handed barbers and stylists, these new additions ensure a smooth, effortless cutting experience without compromise.

All OG Barber Shears feature a matte black titanium coating, reinforced steel alloy, and convex blades for superior hardness, longevity, and consistent cutting performance. Designed with larger finger holes and two sets of finger ring inserts, the shears provide a customizable, ergonomic fit for a wide range of hand sizes on both right- and left-handed users. An offset handle with specialized thumb curvature helps keep the hand relaxed in a natural open position, reducing strain during extended use.

Each purchase includes a premium zipper case with essential maintenance tools such as the ShearCare™ oil brush, cleaning cloth, finger ring inserts, and a tension adjustment tool. Left-handed shears are also eligible for Olivia Garden’s Exclusive Service Program, which allows barbers and stylists to exchange their used Olivia Garden Barber Shears for a brand-new identical pair to maintain optimal performance over time.

The launch of left-handed OG Barber Shears further expands the OG Barber lineup, which also includes OG Barber Brushes and OG Barber Wave Brushes, giving barbers access to a complete, professional-grade collection designed specifically for barbering needs.

  • WHO: Olivia Garden and left-handed barbers and hairstylists seeking professional-grade shears
  • WHAT: Launch of left-handed OG Barber Shears designed for precision and durability
  • WHEN: Available now
  • WHERE: Available at oliviagarden.com and select Olivia Garden retailers

For more information on Olivia Garden, follow the brand on InstagramTikTok, and Facebook. 

The Art of Affordable Luxury: Crafting Exceptional Experiences at Your Barbershop 

By Alyssa Guerra 

Luxury customer experiences and services go above and beyond to make every customer feel seen and valued. It’s about tailoring the little details other barbershops ignore, from the atmosphere to your services to your communication. The goal is to craft a seamless, memorable journey that forges deep connections and conveys your values every step of the way, said Paul Andre de Vera of BSPK

Luckily, you don’t have to reinvent the wheel to offer high-end customer service and exceed customers’ expectations. You don’t have to break the bank, either. Here’s how you can deliver premium customer experiences at any barbershop, on any budget. 

1. First Impressions 

When designing a luxury customer experience, consider the details your clients will notice first. For example: 

  • Are they offered a snack, beverage, warm greeting, or reading material when they arrive? Or are they ignored?  
  • Does someone answer the phone or call back right away? Or are they left waiting for days?  
  • Can they book online without headaches? Or do they give up halfway through due to a buggy website? 
  • Is your space clean, decorated, and nice smelling? Or is there dust and a foul odor?  

Examples: 

  • Use signature scents, comfy seating, music, lighting, temperature, and cleanliness to craft an intentional ambience, Harper Ellis Hair Co. (HEHC) says. This could be as simple as adjusting the lights, keeping the space spotless, or making ad-free music playlists on your phone.  
  • Ask family and friends to walk through the door and note their impressions. How does the space make them feel? Is it what you had in mind? Repeat from time to time and use their feedback to adjust accordingly. 

Listen, smile, and engage when customers are present. Body language says a lot!  

2. Personalization and Exclusivity 

The difference between luxury and run-of-the-mill experiences lies in how valuable you can make a customer feel. Personalize their experiences so your clients never feel like “just another customer” again, HEHC says.  

Examples: 

  • Note customers’ preferences, personal details, and purchases so you can tailor your product or treatment recommendations based on their needs.  
  • Seek opportunities for exclusivity. Can you offer services that are new or hard to find elsewhere? Can loyal customers get extra perks?  
  • Consider handwritten thank-you notes, birthday cards, and other personal touches that show each client your appreciation. 
  • Use the customer’s name when speaking to them. “Hey, Brian! Welcome in” sounds friendlier than “Hey. Welcome in.” 
  • Provide free options that allow customers to tailor their luxury customer experience. For example, consider asking if they’re OK with chitchat or if they want silence. Offer conveniences like a blanket, refreshments, and warm or cold towels. 

3. White Glove, End-to-End Experiences 

If you really want your barbering services to stand out, look for avenues to improve efficiency and remove hiccups from the customer’s journey. You’ll not only make it easier to book appointments, but also elevate the experience in little (but noticeable) ways. 

Examples: 

  • Seek opportunities to make processes more efficient and convenient, like with 24/7 online booking, a frequently tested website, digital consultation forms, and automated reminders. 
  • Routine training helps ensure that “exceptional service becomes second nature,” Ken Thomas wrote for Forbes. Hire and train your barbershop employees to represent your values consistently, whether it’s through body language or problem-solving during conflicts. 

4. Expertise 

You can’t achieve excellence without expertise. 

After all, customers—high-end consumers and otherwise—are coming to you as an industry expert. If you have the skills and answers they’re looking for, they’ll quickly learn to trust you. Once a customer knows they’re in safe hands, even the simplest services feel extraordinary. 

Examples: 

  • Research top products, tools, or trends so you can use them, stock them, and answer questions about them. 
  • Push yourself to pursue continuous training. Use it to fine-tune your barbering skills and offer more advanced techniques or services. 
  • Showcase your awards, certifications, and reviews where current and prospective customers can see them. 

Premium insurance shouldn’t require luxury prices, either. 

When it comes to luxury services and high-end customer experiences, our team at WellnessPro believes value doesn’t have to be expensive.  

Barbers, visit the WellnessPro website and start your coverage journey for as little as $159 a year.