Sam Rascals on Redefining Men’s Grooming and Barbering Culture

There’s something so impressive about building a brand that goes beyond the shop floor—one that envelops who you are while still staying true to the ethos of your business. Sam Rascals (aka Sam Bentham) has done exactly that, making an impact on the barbering industry, both online and offline.

If the name sounds familiar, but you still can’t quite place it, he also starred in season 14 of Geordie Shore—iconic. But after his time on reality TV, Sam went back to his barbering roots, and approached his career with a fresh perspective. With a desire to be independent and carve his own path, he brought three businesses to life, and is still continuing to grow his name today.

We sat down with the Geordie barber to discuss everything, from the shift in hairdressing (spoiler: the mullet is here to stay), to travel, success, and his favourite ways to wind down. We also get into vulnerability, ambition, and the all-too-relatable fear of not being enough.

Read our conversation below…

via @samrascals_

Q: You’ve built a brand that goes way beyond the shop floor. Between running three businesses and growing a huge online following, your presence spans both the digital and physical worlds. With so much going on, how do you like to switch off and escape it all? Any favourite places you go to recharge?

A: I travel to Ibiza or Berlin. They’re my go-to cities when I want to treat myself and fully let loose.

Q: Why?

A: I don’t party in England at all. When I’m here, I’m working. But when I go to Ibiza, I’ll properly switch off and enjoy myself. In Berlin, the club scene is just crazy. Nowhere else really compares. It’s so different from anywhere else. I also love techno music. Not so much in day-to-day life back in England, but when I’m in Berlin, I’m all about it.

Q: Have you made it into Berghain?

A: I’ve been to Berghain a few times, and it’s crazy there. It’s such an honor even getting in [laughs].

Q: Any international styles or techniques you’ve seen being brought back to the UK?

A: It’s not one specific technique, but I’ve definitely noticed a strong Eastern European and Russian influence starting to show up in UK trends, especially with modern mod cuts. They’ve been doing those styles for years, and now they’re finally catching on over here.

I’ve also seen some really interesting hairstyles coming out of Berlin. There’s a big love for that long, lived-in, shaggy look, and that’s the kind of work I really enjoy. It’s definitely still something I’m learning more about, because it leans a bit more towards hairdressing than traditional barbering. But it’s always cool to get inspired when I’m over there.

Q: What’s the biggest shift you’ve seen in men’s grooming in the past few years?

A: I definitely thought the mullet was going to be a short-lived phase, and it really wasn’t. It’s developed so much over time, and now there are so many variations. When mullets first started coming back, there was really only one way to cut them, which was badly. But over time, barbers and hairdressers learned how to cut them properly, and as those techniques developed, the styles evolved too. Now, there are loads of variations. You’ve got people who want it a bit more tapered, longer, messier, or sharper. I definitely think they’ll be around for a while.

Another big one is the buzz cut. Back in the day, if you were getting a buzz cut, it would be lined up and super sharp. Now, people prefer softer versions — you’re not boxing the fringe in or going too heavy on the fade. It’s more of a lived-in, natural buzz cut. It looks like you’ve done it yourself. You’re not lining it up or trying too hard.It still has a bit of length so you can put product in, mess it up, and even drop it at the back. Buzz cuts dipped in popularity for a while, but they’re definitely making a comeback.

Q: Why do you think these styles have pivoted over the years?

A: When skin fades first came through about 10 years ago, there was a huge phase of everything looking as sharp as possible. But as more styles have evolved, people have started to pull away from that. I think it’s because we’ve had that super-sharp look for five, six, seven years now.

It’s also a maturity thing. When you’re in your teens or early 20s, you want to look sharp. But as you get older, it’s not that you care less, it just becomes more of a mature, lived-in look.

Even if you think about nightclubs and bars, you’d never get in wearing joggers five or six years ago. Now it’s almost the opposite. The less you try, the better. Back in the day, you had to wear the right shoes and jeans and look presentable. Now, you can show up in a tracksuit if you want [laughs].

via @samrascals_

Q: What’s one piece of advice you wish you had when you were starting out?

A: Invest in education. Learn from as many people as you can. One mentor is great, but watching and learning from a variety of educators will teach you way more in the long run.

Q: On that note, can we talk about Rascals Education Academy and how that came around?

A: So, initially, the plan was to do in-person events. But we quickly realised there was so much demand, and it just wasn’t practical — in terms of how many people we could reach, and how much time and effort it would take.

It made more sense to create an online product. Online education has become huge, and that space is only growing. It still takes time to create the content, but it’s much more worthwhile because it gives people unlimited access.Once everything is filmed and the education platform is fully built, we won’t need to keep filming. The content will be available, whenever people want to access it.

Q: What’s your biggest fear when it comes to maintaining your current level of success?

A: The end goal is to become a globally recognized brand. I want salons all over the world, and I want my hair products to be everywhere. I want to be the Toni & Guy of this generation.

But even if I reach that point, I know I’ll still want more. I think it’s just in us — this constant drive. If I went back 10 years and told my younger self, “This is where you’ll be in 10 years,” I probably would’ve thought, Wow, I’ve made it. But the reality is, you get used to what you have.

I’m incredibly grateful for what I’ve built, but it’s still not where I want to be. There’s definitely a bit of imposter syndrome too — that feeling of not doing enough. Some days I wake up and feel like I haven’t achieved much, even when I have. But I think that’s how a lot of ultra-successful people think. It’s that mindset of always pushing and always striving. I know I have that.


via @samrascals_

Q: What’s your go-to spot in Manchester when you need to unplug from work and socials?

A: There’s a place called Fix, which is a sauna and ice bath facility.

Q: What is it about saunas and ice baths that help you disconnect?

A: It’s the only place where I truly switch off. I do so much work these days, and the majority of it’s on my phone, so going for a sauna and ice bath is a nice ritual where I’m not on my phone or talking. It makes me feel good. It also requires discipline as well, because you don’t really want to do it initially, but once you’re in, you just have to push through. You actually get a buzz from it.

Q: Any self-care hacks?

A: I use an app called Yuka to find my self-care products. You scan the barcode, and it gives you a rating based on how harsh or clean the ingredients are. It breaks everything down, including anything that’s considered harmful or irritating.

Q: What are your favourite products for self-care at home?

A: After scanning a bunch of products on Yuka, I found that Sanex came out on top for body wash. It has the least amount of harsh chemicals, so that’s what I use now.

For deodorant, I use a brand called Fussy. It’s a stick deodorant that doesn’t contain aluminum, which can be bad for your pores and absorbed into your body.

For skincare, I use Kiehl’s. I haven’t scanned their products yet, but I just go by how it feels on my skin. It doesn’t cause any irritation, which is important to me because I’ve got quite sensitive skin.

Q: What’s a hobby or interest people would be surprised to know you’re into?

A: It may not be that surprising, but I’m really into fitness: lifting, boxing, running. That said, when I was younger, I was obsessed with World of Warcraft.

Q: If someone had 24 hours in Manchester and wanted to live it like you do, what would the day look like?

A: Start in the Northern Quarter with a coffee. Then hit up Another Heart to Feed for brunch. After that, go train at Federation Gym, followed by a walk around the canal or Ancoats Marina. Grab a smoothie or açaí bowl at Açaí and the Tribe, then dinner at Lucky Ramen. End the day at Fix.

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