BeautyLink - Volume 8, Issue 4 - 40
Back by Popular Demand
BY ERIC CHEEK
AMONG TODAY'S PERSONAL grooming decisions, more
jumped on the
and more men are opting to skip the shave.
Though beard resurgence has not yet reached the
levels of prominence seen in the 19th century or the
times of Alexander the Great, it is definitely on the rise.
Actors (Bradley Cooper, Idris Elba), musicians (Drake,
Justin Timberlake), athletes (Houston Rockets player
James Harden) and other public figures are wearing
whiskers in record numbers and some "everymen"
even enter the limelight because of their impressive
beards. The symbolic importance of the beard lies in
the past, and can be seen in religious, political and
cultural contexts. From the time of early recorded
history, the beard was considered a sign of wisdom,
strength and masculinity. The beard is also a sacred
symbol in some cultures. For example, Orthodox Jews
of today wear their beard as a sign of religious devotion and to cut it off goes against Mosaic Law. Modern
beard wearers are using the beard as an expression
of masculinity, and it has become a culture within
itself - and in many cases, big business.
Social media, especially the visual platforms
Instagram and Pinterest, has been a major factor in
the growth of beard popularity today. Hashtags such as
#beardgang help congregate beard wearers and beard
admirers alike. There are social media pages devoted
to celebrities that wear beards well. Time will tell how
long the beard trend will last, and if it will even extend
beyond the trend status, but if social media and marketing are any indication, it seems that they are here to stay.
Beards are big business now as evidenced by the
number of barbers, stylists and opportunists that
have jumped on the bandwagon with products and
services just for beards. Product offerings include
beard oils, brushes, balms, soaps and fragrances.
Many companies have sprung up to specifically cater
to this demographic. These companies have tapped
into this niche market, dedicated to growing big
beards, keeping them moisturized and grooming
them or selecting the proper professional to groom
them. The result has been the appearance of the
bearded man in ads, billboards, commercials, magazines and cycling back into everyday life.
Eric Cheek is a licensed barber and national
Educator and platform artist for Andis Company
and Bigen. He is a master barber at Kool Kutz in
Charlotte, North Carolina.
To enter into the ranks of hashtag-worthy beards remember these steps.
Cleanse your or
your client's beard
every two days or three
days with a beard shampoo.
| B E AU TYLINK | TA LK I NG TEC HNOL OGY | 2 016
Use oil as a leave-in
after shampooing to
preserve and protect skin and
hair, and to promote growth.
split ends and wiry
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