By Jim Shaw, Multi Award Winning Men’s Hairdresser and Owner of TONI&GUY Billericay

With the announcement of Oasis’s tour creating a serious buzz around the world, we caught up with multi award winning men’s hairdresser, Jim Shaw, to discuss a trend that’s certain to make a comeback as the tour creeps closer – the Oasis inspired Mod Haircut.

Originating in the 1950s/60s and taking inspiration from Liam Gallagher’s 90’s hairstyle with that Oasis rock and roll feel, the mod cut is characterised by a medium length on top with volume, a short, cropped fringe and medium length sides that almost resemble long sideburns. The look is structured and combines layering techniques and shapes to create movement within the hair whilst keeping a straight, precise line on the top of the head.

This cut is a versatile style that can be tailored to suit most face shapes and hair textures, including those with curly hair, however, it is particularly flattering for those with square face shapes, as it helps to soften any angular features whilst complimenting the jawline and cheekbones for a more balanced look. For oval face shapes, this look is also great as it can enhance natural proportions whilst framing the face.

For those with thinning hair, this style is particularly beneficial as the addition of lots of layers and texture work to give the appearance of thicker, fuller looking hair.

When I create this cut, following using scissors to cut the style, I love to go into the hair with a razor to create a feathery texture and lots of movement.

When it comes to styling, the mod haircut can be styled a variety of ways. However, it stands out from other mullet/shag inspired looks by featuring more precision within the cut and smooth styling. American Crew Cream Whip is a lovely product to use to slightly enhance the texture within the hair whilst keeping it smooth, soft and moisturised with a natural shine.

The wolf cut is a similar style to the Mod Haircut and has been a favoured style by men over the past year. This style also features volume on top with texture and layering; however, it features more of a choppy fringe, and the styling is a lot more effortless and untamed. A product like the American Crew Light Hold Texture Lotion can be used in damp hair before styling or on dry hair to give the hair added texture and grit or alternatively American Crew Matte Clay Medium to Strong Hold Styling Paste is one of my go to’s to create instant texture and hold on the finished look.

Both styles are great options for men who like a more effortless day to day style that requires little to no styling but still want to look incredibly on trend.

Phorest Salon Software has announced the launch of its new Referrals Feature, designed to help salons and barbershops build a strong, loyal customer base through personalised referral programmes.

This innovative new feature allows salon owners to create reward-based referral programmes directly within the Phorest system. Salons can offer vouchers to clients who refer friends or family, as well as to the referred individuals, encouraging them to make their first booking.

Luke Doolin, Country Manager of Phorest UK & Ireland, believes that the new Referrals Feature will revolutionise the way salons approach customer acquisition. He told us: “Referral marketing has always been one of the most powerful ways to grow a business, but many salons haven’t had the tools to effectively implement it.

“With our new Referrals Feature, salons can easily set up and manage these programmes, helping them drive new business and build a more engaged client base. Importantly, during the beta phase of this new feature, our salons gained an average of 18 new clients using Phorest Referrals with 48% returning for additional services.”

Key Benefits of Phorest’s Referrals Feature:

1. Reward Structure – Salons can create custom voucher rewards for both the referrer and the referred clients, making it easier to incentivise customers to recommend the business to friends and family.
2. Easy Integration – Once a referral is made, the new client’s profile is automatically created in Phorest’s system, which also tags them as a referral for tracking and reporting purposes.
3. Marketing Campaigns – Phorest allows salons to promote their referral programmes through email and SMS marketing, generating unique referral links for clients to share.
4. Proven Results – With a conversion rate of 79.8%, most referrals lead to booked appointments. This feature brings a significant revenue boost by turning new customers into loyal clients who already have a positive association with the salon.

According to Phorest’s recent survey of 133 UK salons, 70% of salons do not have a referral programme in place, but two-thirds of those expressed a desire to implement one. With Phorest’s Referrals Feature, this gap can now be bridged with ease.

Jimmy Sharpe, Manager of Jakata, Warrington, UK, said: “As a salon owner, finding new clients has always been a challenge. The new Referrals Feature from Phorest has been a game changer. My loyal clients love being able to refer their friends and earn rewards, and I’ve seen a noticeable boost in new and returning clients since launching the campaign.” 

Luke added: “The beauty of this new feature is that it simplifies a process that can often feel daunting for salon owners. Referral programmes can now be set up and maintained effortlessly, allowing salons to focus on delivering exceptional services while we handle the rest.”

Phorest is committed to helping salons thrive in the modern business landscape through innovative technology solutions. With the new Referrals Feature, salons can now grow their client base faster and more efficiently, while delivering a rewarding experience for both loyal clients and new customers.

Brandyn Murphy’s passion for barbering began with a desire to master the craft and create a lasting impact on his clients. Based at Lovetts Barbershop in Dundee, Scotland, Brandyn has built a solid reputation as a skilled barber, since starting his career in 2019. As a dedicated educator with the Great British Barber Bash team, he travels across the UK and Europe, helping barbers of all skill levels hone their craft and grow in confidence.

Every day, Brandyn works with a diverse range of clients, offering tailored services that reflect his meticulous approach to styling. “There’s something deeply rewarding about helping someone feel good about themselves, and that starts with a great haircut,” Brandyn says. “For me, using the right products to finish the look is just as important as the cut itself.”

In addition to his work behind the chair, Brandyn has a passion
for education. He delivers live demos, seminars, and college
sessions, believing that there’s always something new to learn in barbering, no matter how long you’ve been cutting hair. “Teaching and sharing knowledge with others help me grow as much as it helps my students. Whether it’s cutting techniques or product use, it’s about elevating the craft together,” he explains.

For Brandyn, OSMO has been a constant in his barbering journey. He recalls first using their products when he began cutting professionally. “I remember my first tub of Matt Clay Extreme,” he says. “From then on, OSMO has never let me down. It’s been my go-to brand both in the shop and on stage. Their products always bring my creations to life.”

Brandyn’s role as an OSMO ambassador is a natural fit. “Being asked to represent a brand I’ve trusted for so long is an absolute honour. I’m excited to share how these products help me achieve the styles I create, whether I’m in the shop or presenting on stage. OSMO has been a game-changer for me,” he adds.

As an OSMO ambassador, Brandyn is eager to showcase the versatility of the brand’s product line. His favourites include Matt Clay Extreme, Clay Wax, Power Powder, and Curl Fluid, all of which play a key role in the diverse looks he creates for his clients. He’s also passionate about using his platform to inspire and educate fellow barbers, empowering them to enhance their skills and product knowledge.

“Brandyn’s dedication to his craft and his approach to education align perfectly with our values at OSMO,” says OSMO Senior Brand Manager, Sinéad McLaughlin. “We’re excited to have him as part of the OSMO family and look forward to seeing the incredible work he’ll continue to share with the barbering community.”

www.osmo.uk.com
Instagram: @osmouk_official / @osmoikon / @brandynmurphyhair

The latest issue of BarberEVO is OUT NOW!

Summer’s heating up – and so is the latest issue of BarberEVO North America. Issue 43 is OUT NOW, and it’s bringing the energy, inspiration, and insight to match the season. From the busiest barbershops to the biggest stages in the industry, we’ve got it all covered in this official summer edition. Sun, sea, and scissors… what more could you want?

IN THIS ISSUE:

ON THE COVER

Taking center stage this edition is none other than STMNT, a brand that’s rewriting the rulebook for both professionals and clients. This is bold grooming with purpose – and style to match.

EVENTS 

From the high-energy floor of America’s Beauty Show to the artistry on display at the Global Image Awards, we’ve been on the road soaking up the best the industry has to offer. We followed the incredible V’s Barbershop Great Expedition, and we’re looking ahead to the legendary CT Barber Expo and Premiere Orlando. If you’re not booked for these shows yet… what are you waiting for?

IN THE CHAIR & ONE 2 WATCH –

We sit down with the unstoppable Chris Bossio to talk about Tomb45’s powerful collab with BaBylissPRO, and his inspiring path in the industry. Our One 2 Watch is the rising star Mo Cutz, making waves as an ambassador for StyleCraft and GAMMA+.

COLOR –

Bright shades, bold statements. We dive into this season’s top color trends with AANUKO Barbershop, explore education and insurance with WellnessPro, and get game-changing tips from Jackie Bieber, Cassidy Cuts, and Zeus. This feature is packed with knowledge to level up your colour services.

INTERIORS –

This edition, we visit Principle Barber, our Barbershop of the Edition, to explore how culture and creativity shape their aesthetic. We also check in with Collins on innovation in furniture, and spotlight Stand Tall Barbershop, where Keller chairs are central to the space. Plus, we look at how diversifying services can bring your business to the next level.

BUSINESS – 

Business is booming. We catch up with BROSH as they celebrate Mr Brothers Cut Club’s 10-year anniversary, and go behind the brand with Squire’s co-founders, Dave Salvant and Songe LaRon, for a look into their tech-driven journey. We also talk Booksy, payment solutions, and why consultations are the underrated secret to success with columnist Matthew Mendoza.

SCISSORS – 

Precision meets performance. Columnist Josh O.P. shares his insights on the tools of the trade, while we explore the best in craftsmanship and care when it comes to choosing – and maintaining – your scissors.

Whether you’re grinding behind the chair or catching some rays between appointments, BarberEVO NA Issue 43 has everything you need to sharpen your skills and fuel your summer hustle. Don’t miss it!

After two years of incredible European adventures, BarbersRide is roaring back to the UK for its ninth consecutive year – and it’s gearing up to be the biggest and most meaningful ride yet.

BarbersRide isn’t your average charity fundraiser. It’s a high-octane, feel-good motorcycling road trip powered by passion, purpose, and petrol, all in support of the life-changing work of Make-A-Wish UK. Since its inception in 2017, the annual event has raised an impressive £183,000 for children’s charities. In 2025, the goal is to add at least £30,000 more to that total, helping grant wishes for children with critical illnesses across the UK.

Back on British Roads

Following unforgettable routes through Ireland, the Netherlands and Germany, 2025 sees BarbersRide return to its roots – cruising the winding rural roads of England. This year’s ride is more than a scenic tour; it’s a celebration of community. Riders will visit past Main Sponsors along the way to personally thank them for their unwavering support, delivering commemorative plaques in appreciation.

From 2nd–7th August, a crew of barbers and bikers will ride from Lind Harley-Davidson in Newmarket to The Master’s Barber Shop in Southport, stopping at key barbershop hosts along the way for evening events full of fundraising, fellowship, and fun.

The 2025 Route & Hosts

• 2nd August (1pm): Lind Harley-Davidson, Newmarket
• 3rd August: Captain Fawcett, King’s Lynn
• 4th August: Waterman & Webb, Faversham
• 5th August: Iron Born Barbers, Southampton
• 6th August: Old Red Barbers, Sandy
• 7th August: The Master’s Barber Shop, Southport

Each night brings the riders and the barbering community together to celebrate, fundraise, and reflect on the mission – to make dreams come true for children in need.

More Than Just Miles

BarbersRide began in 2017 as an idea among friends who shared a love of motorbikes and barbering. Since then, it has become a movement. Every mile ridden and pound raised helps Make-A-Wish grant life-changing experiences to children and families facing unthinkable challenges.

As Captain Fawcett founder Richie Finney MBE – a BarbersRide co-founder and sponsor – puts it:

“It is a true pleasure to be part of bringing barbers and bikers together on these extraordinary annual journeys of camaraderie, mayhem and just fantastic goodwill… We simply couldn’t do this without the incredible support of our sponsors and the phenomenal generosity of the barbering community. Onwards!”

Join the Ride

Barbers and motorbike enthusiasts alike are invited to get involved. Whether you’re a barbershop interested in hosting, a brand keen to sponsor, or a rider looking for the adventure of a lifetime, the BarbersRide team wants to hear from you.

Visit barbersride.com/contact to get in touch.

Supported by Industry Giants

BarbersRide 2025 is proudly backed by an all-star roster of supporters, including:

Main Sponsors:

• Captain Fawcett
• Barbicide®
• Reuzel

Associate Sponsors:

• American Crew
• Denman Pro
• Uppercut Deluxe

Media Partner:

• BarberEVO

Ride for a Cause

Make-A-Wish UK CEO Jason Suckley summed it up best:

“The joy of childhood can be suddenly interrupted by serious illness. BarbersRide’s support brings light and hope when it’s needed most. Every pound raised helps us bring joy to children and families when they need it most.”

Ready to Roll

Whether you’re in it for the whole ride or just want to join for a leg of the journey, BarbersRide 2025 is your chance to make memories, make friends, and make a difference – all from the seat of a roaring machine.

Cost per rider for the full trip is £180, and day riders are also welcome.

There’s still time to join the ride of a lifetime. Sign up. Show up. And help grant wishes, one mile at a time.

You’ve built your business with skill, hustle, and a solid set of clippers. The fades are sharp, and the clientele is loyal, but is your barbershop fully protected? When it comes to running a grooming business, general liability insurance and barbershop liability insurance aren’t luxuries—they’re necessities. From accidental injuries to property damage and service-related claims, insurance helps keep your business standing when the unexpected hits. In this guide, discover why barbers need insurance and where to begin when choosing one. 

Introduction to Barber Insurance Coverage 

Barber insurance coverage is a specialized form of professional liability insurance designed to shield barbers and beauty professionals from financial setbacks due to accidents, injuries, or property damage. Imagine the peace of mind knowing that if an unexpected claim or lawsuit arises, you’re protected. This coverage is not just a safety net; it’s a crucial part of running a successful barber business. With barber insurance coverage, you can focus on perfecting your craft without needing to worry about financial repercussions from potential mistakes or accidents.  

Why Barbers Need Coverage 

Every day in the shop brings opportunity along with risk. Think about it: 

• A client trips over a cord on the floor.  

• A reaction to beard oil leads to a skin complaint. 

• A fire damages your tools and forces you to close for a week. 

Without barbershop insurance, even a minor incident could cost thousands. For example, a simple slip and fall could result in significant medical bills that you would be responsible for without proper coverage. Or worse, it could shut down your barbershop entirely. Barbershop liability insurance is designed to protect you from these exact situations. 

What is Barbershop Liability Insurance? 

Barbershop liability insurance helps cover the costs of injuries or damages that happen in your shop or because of your services. This type of insurance to helps cover: 

• Slip and fall injuries  

• Damage to client property (clothing, accessories, etc.) 

• Claims related to allergic reactions or chemical burns 

• Legal fees if someone sues your business 

How Much Does Barber Insurance Cost? 

Barber insurance costs can vary, but finding the right coverage doesn’t need to break the bank. Based on the policy type, coverage limits, and years of experience, pricing needs to be custom to your needs. Many insurance plans even offer discounts available for students or those who need to sign up for annual plans. 

To get the best value, it’s important to compare quotes and coverage options from different providers. Whether you’re running a busy barbershop or working solo, understanding what impacts the cost of barber insurance helps you choose a policy that fits both your budget and your business needs. 

Other Insurance Types Barbers Should Consider 

While liability insurance is the foundation, a complete coverage plan includes: 

Professional Liability Insurance 

Also known as errors and omissions insurance, professional liability coverage protects you if a client claims your services caused harm. This could include a skin reaction from a hot towel treatment or a lineup that didn’t go as planned. This type of barber insurance is needed for defending against lawsuits related to professional mistakes, negligence, or unsatisfactory results. If you offer specialized grooming services, professional liability insurance provides peace of mind and legal protection so you can focus on your craft. 

Commercial Property Insurance 

Your tools, chairs, mirrors, and products are your business lifeline, and commercial property insurance is essential for covering them from fire, theft, vandalism, and other damages. 

Business Interruption Insurance 

If you can’t operate due to a covered event (like a flood or power outage), this coverage can replace lost income and help cover rent and utilities if needed.   

Workers Compensation 

If you employ a team, this is legally required in many states. It covers job-related injuries for staff may experience.  

Customizing Your Barber Insurance Policy 

No two barbershops are exactly alike, which is why customizable barber insurance is a must. Many providers let you tailor your policy with optional add-ons like cyber liability or tools and supplies coverage. Choosing the right coverage ensures you’re protected where it matters most—without paying for extras you don’t need. 

Some insurers also offer flexible payment plans, instant proof of insurance, and same-day coverage, so you can get protected quickly and easily. Customizing your barbershop insurance means your policy evolves with your business, giving you the confidence to keep growing. 

Real Scenarios, Real Costs 

Not sure if you need barbershop insurance? Here’s what can go wrong: 

• A pipe bursts overnight, destroying your inventory and flooring. 

• A customer claims a razor nick caused an infection. 

• Someone breaks in and steals $5,000 worth of clippers, trimmers, and grooming tools.  

Barbershop liability insurance could mean the difference between a minor hiccup and a major financial disaster.  

How to Pick the Right Policy 

Insurance isn’t one-size-fits-all. Here’s how to find coverage that fits your needs: 

• Choose industry-specific providers. Go with insurers who understand the barbering business.  

• Bundle your policies. You can often combine liability, property, and professional coverage to save money. 

• Be honest about your services. If you offer extras like razor shaves, hair coloring, or fade designs, make sure they’re covered.  

How to Apply for Barber Insurance 

Getting insured as a barber is easier than ever. Most insurance providers offer a quick online application or a phone option if you need to speak with someone directly. You’ll typically be asked for a few key details about your business, like annual revenue, number of employees, the services you offer, and your professional background. Once submitted, you can often receive a free quote and secure coverage in just minutes. By applying for coverage, you’re taking an important step to protect your business from unexpected risks so you can stay focused on your clients and craft. 

Don’t Wait for Something to Go Wrong, Get Insured Today 

You’ve worked too hard building your name and sharpening your craft. Now it’s time to protect it. Barbershop liability insurance doesn’t just protect your year—it protects your reputation, your livelihood, and your peace of mind. Whether you’re cutting fades in a busy shop or running a solo studio, coverage is the backup every pro needs.  

Visit VagaroPro to learn more actionable insights on protecting and growing your barber business.   

The National Hair & Beauty Federation (NHBF) is pleased to welcome new guidance from HM Revenue and Customs (HMRC), created to help people in our sector understand whether they’re classed as employed or self-employed for tax purposes. 

The guidance is especially useful for those working under the popular ‘rent a chair’ model — where professionals pay a fee or a percentage of their earnings to use a chair or space in a salon, barbershop or clinic. 

Put together with input from the NHBF and other sector groups, the guidance includes practical, easy-to-follow information about common working setups, along with real-life examples. It also explains how to use HMRC’s Check Employment Status for Tax (CEST) tool to figure out someone’s tax status — whether that’s as an employee or a self-employed business owner. 

There’s also a short video included, which clears up some of the confusion around employment status, tax responsibilities, VAT registration, and why having written agreements in place when renting a chair or space is so important. 

Caroline Larissey, Chief Executive of the NHBF, said: 

“We’re delighted to have collaborated with HMRC, along with NHBF members, on this important guidance for employment status in our sector. This partnership represents a step forward in providing the sector with clearer, more accessible information on tax obligations. 

The new resources, will be valuable for salon, barbershop and clinic business owners, and professionals across our diverse sector. As with any guidance, there are naturally opportunities for continued refinement to reflect the full breadth of business models in our sector, particularly VAT exemptions for some beauty/ wellbeing treatments. 

The NHBF will be actively signposting members to these helpful new resources alongside our own established guidance for hair and beauty business owners and chair/space/room renters. We look forward to our continued work with HMRC to ensure everyone in our vibrant and evolving sector has the tools they need to confidently navigate their tax responsibilities.” 

Kelvin Shorte, Deputy Director, Taskforces & Specialist Compliance at HMRC, added: 

“We understand the hair and beauty industry operates with various working arrangements, and it’s vital that both salon owners and professionals get their tax status right. This new guidance responds directly to requests from the industry for clearer, sector-specific information. 

Whether you’re a salon owner with staff or someone who rents out chairs in your premises, this guidance will help you understand your obligations, so you can get your tax right first time.” 

The NHBF will continue working with HMRC to make sure the guidance reflects the reality of how our industry works and supports everyone in meeting their responsibilities with confidence. 

For more information on how to join the NHBF visit www.nhbf.co.uk 

@nhbfsocial 

The National Hair & Beauty Federation (NHBF) is pleased to welcome new guidance from HM Revenue and Customs (HMRC), created to help people in our sector understand whether they’re classed as employed or self-employed for tax purposes. 

The guidance is especially useful for those working under the popular ‘rent a chair’ model — where professionals pay a fee or a percentage of their earnings to use a chair or space in a salon, barbershop or clinic. 

Put together with input from the NHBF and other sector groups, the guidance includes practical, easy-to-follow information about common working setups, along with real-life examples. It also explains how to use HMRC’s Check Employment Status for Tax (CEST) tool to figure out someone’s tax status — whether that’s as an employee or a self-employed business owner. 

There’s also a short video included, which clears up some of the confusion around employment status, tax responsibilities, VAT registration, and why having written agreements in place when renting a chair or space is so important. 

Caroline Larissey, Chief Executive of the NHBF, said: 

“We’re delighted to have collaborated with HMRC, along with NHBF members, on this important guidance for employment status in our sector. This partnership represents a step forward in providing the sector with clearer, more accessible information on tax obligations. 

The new resources, will be valuable for salon, barbershop and clinic business owners, and professionals across our diverse sector. As with any guidance, there are naturally opportunities for continued refinement to reflect the full breadth of business models in our sector, particularly VAT exemptions for some beauty/ wellbeing treatments. 

The NHBF will be actively signposting members to these helpful new resources alongside our own established guidance for hair and beauty business owners and chair/space/room renters. We look forward to our continued work with HMRC to ensure everyone in our vibrant and evolving sector has the tools they need to confidently navigate their tax responsibilities.” 

Kelvin Shorte, Deputy Director, Taskforces & Specialist Compliance at HMRC, added: 

“We understand the hair and beauty industry operates with various working arrangements, and it’s vital that both salon owners and professionals get their tax status right. This new guidance responds directly to requests from the industry for clearer, sector-specific information. 

Whether you’re a salon owner with staff or someone who rents out chairs in your premises, this guidance will help you understand your obligations, so you can get your tax right first time.” 

The NHBF will continue working with HMRC to make sure the guidance reflects the reality of how our industry works and supports everyone in meeting their responsibilities with confidence. 

For more information on how to join the NHBF visit www.nhbf.co.uk 

@nhbfsocial 

As the barbering industry faces a wave of public and media scrutiny, Richard Marshall, Founder of Pall Mall Barbers and a trusted voice in government,is taking bold steps to shift the narrative.

Drawing on his personal journey from a humble apprenticeship to running one of the most respected barbering brands in the world, Marshall is using his influence to elevate the status and recognition of barbers, and hairdressers and beauty across the UK.

A member of the government’s Small Business Growth forum covering 5.6 million SMEs in the UK and a regular contributor to high-level advisory panels, Richard works with business ministers, lords and heads of policy on multiple areas of government and business.

He has presented at a Department of Trade & Business conference to 11,000 departmentemployees in 100 countries putting British barbering and hair on the map at highest levels of government, whilst sittingnext to the CEO of Microsoft. Marshall is also a board member of the National Hair & Beauty Federation (NHBF) and currently standing in their election to become the organisation’s next president.

Marshall believes now is a critical moment for the hairand barbering sector to reclaim its value and future. “The NHBF is respected for its accurate data reporting and, importantly, has a seat at the top government tables,” said Marshall. “Together, we have the potential to make real, lasting change in how all our industry is perceived, protected, and supported –from funding and regulation to education and mental health recognition. Having worked with HRH Prince William on mental health projects gives me a prime position to lead from the front.”

He continues, “I’ve seen people informing government about the sector who, quite bluntly, don’t know what they’re talking about. That’s why I’m working with the NHBF to host a series of barber-specific round tables –to gather real insight from those on the ground and feed that directly into government.”

From sweeping the floor and making the tea the age of 12 in barber shop in Bedford to award-winning international business with locations in London and New York, and working in 10 Downing Street, to advise various prime ministers’ special advisers from his real life business experiences.

Marshall’s story is a testament to what’s possible in the sector. Today, he’s using that platform to open doors for the next generation of talent and ensure hair professionals are recognised as the highly skilled, entrepreneurial professionals they are.In recent months, he has been meeting with senior decision-makers to push for greater industry recognition, support for local barbershops, and clearer progression routes for young professionals.

His message is simple but powerful: barbers matter –to the economy, to local communities, and to the wellbeing of the nation.

With his candidacy for NHBF President, Marshall is doubling down on his commitment to drive progress at the highest levels. His vision is clear: to create an industry that is not only respected, but celebrated.

NHBF Members can vote for Richard via the NHBF website.

@pallmallbarbers

When it comes to men’s grooming, American Crew has long been at the forefront of innovation, setting the standard for professional styling products. Now, with the launch of their new pre-styling shampoo range, Ian Harrold shares with BarberEVO why this is a must-have range for barbers and their clients.

“People are asking, ‘Why is there a need for a pre-styling shampoo?’,” Ian told us. “My answer to that is 14 years ago, you never would have thought you ‘needed’ an iPad, but that need was created following the launch and demand. 

“So that’s what American Crew are doing here with their Pre-Styling Range. For example, the Fiber Pre-Styling Shampoo adds strength and texture to the hair with the Fiber properties so that when you enrich it with either the Fiber Grooming Foam or Fiber Cream you don’t need as much product. This product is like a magnet that pulls all aspects of the grooming together and makes styling easier for both barber and client alike.” 

We asked Ian to tell us why this new American Crew range is so revolutionary to the male grooming industry, and he explained: “This is the first male grooming range that has styling elements brought into the shampoo while cleansing the hair as well. With this product, you don’t need to use conditioner because when you’re adding elements of product to the hair shaft you don’t want to rinse that out with conditioner. 

“With the Boost Pre-Styling Shampoo, you will find that as soon as you start towel drying your hair already has extra volume and will start defying gravity once you add that friction. While cleansing the hair and scalp, there is added volume already so when it comes to styling with the Boost Powder, you will use less product as the hair is already infused with some of those styling properties.” 

And why is this something that Ian recommends for both barbers to use behind the chair and for their clients at home? “This range, consisting of the Boost Pre-Styling Shampoo, Fiber Pre-Styling Shampoo, and the Forming Pre-Styling Shampoo makes their haircare regime much simpler and allows people to get better value and effectiveness of their styling products. 

“With the Forming Pre-Styling Shampoo, this is great for helping clients with curly and Textured hair wake up with curls held in place. It removes that element of frizz and that can often come with curly hair, while adding shine and complete curl definition.”

Ian continued, noting: “One of the key things I know about male grooming is that men like products with ease – which is why 3-in-1 products are so popular. So, if you can offer a product that helps simplify their routine at home, it offers great retail value while also allowing barbers to have a more effective service behind the chair. 

“A lot of my clients will tell me that they don’t have time for in depth styling routines, or don’t know how to apply products. This range becomes an easy retail sale because it gives them the benefit of time and ease when creating the style they’re trying to achieve. For barbers, I’d recommend talking your client through the steps when you’re styling their hair and how these products will benefit them.” 

With new products, it can be daunting to integrate it into the barbershop wondering what if your clients or team don’t like it, but Ian shared some of the reactions he’d received. “This is definitely an addition to the American Crew family that has been really well received by the team,” he told us. “We were a bit sceptical at first but after seeing the results, we have implemented the Pre-Styling Range across the board. Now it’s officially launched, we are seeing the client reception to using this at home and it’s been extremely positive.”