Leaf Scissors has launched a new campaign to inspire the next generation of beauty professionals by celebrating the talented barbers and stylists in its network to document their experience.
Positioned as the brand’s most ambitious campaign yet, ROOTED IN: shares the stories of six stylists through documentary-style film and photography, charting their careers to inform and educate others as they start their own journey.
Since its launch in 2019, the brand has aimed to build an inclusive community where stylists at every stage of their journey can collaborate and share experiences, with founder Steve McManus determined to use his background as a hairdresser, educator, salon owner and brand owner to help others flourish technically and creatively.
Six Artists, Six Stories
As part of that mission, ROOTED IN: intends to instil confidence and self-belief in beauty professionals by featuring relatable role models that demonstrate what can be achieved through creativity, commitment and continued development by sharing lessons and advice that they can apply to their own careers.
Among the artists and business owners spotlighted by the campaign are:
- Steve McManus – ROOTED IN: Family – the people we build with, grow alongside and ultimately do it all for
- Charles Gray – ROOTED IN: Education – sharing knowledge and giving others the confidence to find their own creative voice
- Elle Foreman – ROOTED IN: Salons – the places where careers begin, where relationships are built and where craft is developed every single day
- Adam Reed – ROOTED IN: Care – for our clients, our craft, our industry and ourselves
- James Busby – ROOTED IN: Relationships – the trust, connection and understanding that sit at the heart of great hairdressing
- Ayeesha Coleman – ROOTED IN: Barbering – a culture and community built on precision, progression and individuality
As part of Rooted In, Leaf Scissors has worked with each artist to bring together a kit inspired by the tools they work with everyday, helping audiences discover the scissors and tools trusted by professionals at the top of the industry.