Young men increasingly embrace barber culture in Finland

Jesse Saarinen, a 16-year-old, is seated in a barber’s chair, ready to change his style with a low fade and all his hair slicked back. “A good hairstyle gives you confidence and assurance. When you know your hair looks good, everything else goes a little better,” Saarinen says.

According to the Finnish Association of Hairdressers and Entrepreneurs, the trend of young boys and men visiting barbers is on the rise. This reflects a broader cultural shift where young men increasingly wish to express their individuality through their appearance. “Visiting the barber is part of a larger phenomenon. Fashion, skincare, cosmetics, and clothing are all gaining interest. At the same time, gender roles and norms are changing,” says Tero Hellgren, vice-chairman of the association.

Young men are now well-versed in trendy hairstyle names such as textured fringe, mullet, or messy drop fade. Two decades ago, barbers would simply ask whether to leave the nape and ears visible, but today’s styles are more diverse and require more discussion and collaboration.

Riku Tirkkonen, a barber in Hämeenlinna, reports an increase in young regular clients, some of whom are under 10 years old. “Currently, we are doing a lot of fades and mullets. Perms are also making a comeback,” Tirkkonen notes. He highlights the shift from basic cuts to clients bringing in images for inspiration.

Jenni Halonen, an educator at the M Room barber chain, emphasizes that the engagement during appointments has transformed. “Young clients today are creative and experiment with styles not yet seen in their neighborhoods, often inspired by online trends,” she adds.