Phil Jarman on the Scottish Barbering Scene Ahead of SHABA

If you’re immersed in the barbering/hairdressing industry, Phil Jarman needs no introduction. A leader in the Scottish barbering education community, he’ll be attending this year’s Scottish Hair and Beauty Awards (SHABA) evening, alongside Fresha, the leading booking platform for beauty and wellness and the event’s lead sponsor. 

In excitement and anticipation, we spoke with Phil ahead of the evening to discuss the Scottish barbering scene, exploring trends, challenges, and dominant shifts in the industry from technology to evolving approaches in barbering. 

Q: What makes the Scottish barbering scene so unique?

Phil Jarman: There’s a really strong regional identity in Scotland. Cities like Glasgow, Dundee and Aberdeen are very style-focused, and people are proud of that. 

In terms of trends, Scotland has always been on the cutting edge. I remember going to a demonstration nearly 40 years ago where a barber combed all the hair forward and cut a straight fringe. I thought it was crazy, but it became the French crop, and it started in Scotland. Scottish barbers have always had their finger on the pulse, and they still do today.

You really see that when you go to events like SHABA. It’s the biggest industry awards in the UK. The atmosphere is electric.

Q: Have you noticed any particular looks that are trending up north?

P: Yes, a few. The French crop is still strong, and mullets are popular, especially among students and rugby lads. At the same time, you see incredibly clean fades being done, some of the best I’ve seen anywhere.

Q: How has male grooming and barbering modernized in the last few years?

P: Trends evolve constantly, but the fundamentals never change. You need to master the basics, which are layering, shaping, razor cutting, etc., before you can deliver the latest styles.
What has changed is the visibility of the craft. Social media has put barbering on a global stage. Instagram, when used well, is a brilliant tool for education, inspiration, and networking. The challenge is when barbers focus more on filming content than on the client in the chair. Retention always comes first.

Q: What would you say are the biggest challenges for barbers and salon owners right now?

P: There are so many barber shops out there, but that can be an opportunity. The real challenge is talent retention. You’re only as good as your team. If one barber isn’t up to standard, that’s what new clients will judge your whole shop on. The industry is changing quickly, and while it’s easy to complain about how many barber shops there are now, I see it as a positive. More competition pushes everyone to improve.

It’s also about investing in training, keeping standards high, and making sure your staff feel valued. Lots of people want to open their own salon, which is great, but it’s not as easy as it looks. Retaining good people is crucial.

Q: And what about opportunities? Where should barbers be focusing their energy?

P: First, build a strong team culture. Clients can feel the energy when they walk into a shop. The best places I’ve worked are where the staff genuinely get on, maybe they go out for a drink together or watch a match. You don’t need to live in each other’s pockets, but creating that family vibe really comes through in the client experience.

Second, retail. Clients need products, so why send them to the supermarket when you can offer professional products and advice? It’s an easy way to add value and revenue, but too many barbers ignore it.

And finally, business planning. Doing a SWOT analysis and even working with a business coach can push you further. It’s like having a personal trainer for your career. Even if you’re super successful, you still need someone to help you hit your goals as they continue to grow. 

Q: Have you seen any movement in the way people are approaching barbering, and what do you think is driving this?

P: Yes, there’s been a big shift since COVID. More clients now book appointments rather than just walking in, which is great. I’ve also noticed more barbers leaving big shops to open one-person studios. With rising rents and competition, having your own studio offers lower overheads, full control, and the chance to build strong, personal relationships with clients. I’ve done the busy-salon thing myself, running two of the busiest shops in England, but now, having my own studio gives me a better balance and allows me to focus on delivering an exceptional client experience.

Q: Carrying your love for traditional cutting and techniques, what are the main ways technology has changed the way Scottish barbershops and salons run?

P: The biggest change is the booking software. Since COVID, more clients expect to book online rather than walk in. It’s streamlined things massively. For salon owners, it means fewer no-shows and a clearer picture of how the business is performing.

Social media is another huge factor. It’s an incredible marketing tool, but it can also be a distraction. The key is finding the balance and using it to showcase your work and build a following, but never at the expense of your in-chair client experience.

Q: What are the biggest skill gaps you see with Scottish rising talent?

P: I think it comes back to fundamentals. Some younger barbers are so focused on fades or flashy techniques for Instagram that they skip the basics of shape, structure, and classic cutting. Without that foundation, you can’t evolve with trends.

Another gap is business skills and knowing how to build a clientele, manage finances, sell retail, and retain staff. Technical skills are just one side of the job; running a business successfully is another.

Q: What advice would you give a young person just starting out?

P: Focus on how you make people feel. It’s not just about the haircut, it’s the conversation, the energy, the connection. Clients can go anywhere for a cut, but if you turn them into fans, they’ll follow you for life. I always use football as an example. A fan doesn’t just switch teams when their club loses. It’s the same with clients. Some of my travel hours from London are just to see me, because they’re not just clients anymore. 

Another piece of advice: pace yourself. When you get busy, don’t skip breaks or push yourself until you’re burned out. Success should be sustainable.

And finally, always carry a business card or be ready to share your Instagram. You can meet a new client anywhere,  in the supermarket, on a night out, or while chatting to a stranger. Everyone knows a man in their life who needs a barber, so be approachable, be genuine, and let people know what you do. That’s how you grow your clientele.

As SHABA approaches, Phil Jarman’s insights highlight exactly what the awards are all about: celebrating talent, tradition, and innovation in Scottish barbering. With Fresha as lead sponsor, supporting barbers and salons through smarter booking technology, the evening will shine a spotlight on the creativity and community that make this industry so unique.