Adding Skincare Services to Your Barbershop: A Practical Guide

Marcus ran a 3-chair barbershop in Cologne for 12 years. Good reputation. Loyal clients. But his average ticket was stuck at €38.

Then he added a 20-minute express facial. Six months later? His average ticket hit €61. Some regulars started booking "the full treatment" every visit.

"I thought guys wouldn't go for it," he told me. "I was wrong. They were waiting for someone to offer."

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The Numbers Don't Lie

The global men's skincare market hit €15 billion in 2025.

And it's not just Gen Z posting skincare routines on TikTok. Professionals in their 30s, 40s, and 50s are investing in their skin. These are your clients.

Here's the opportunity: most barbershops offer nothing beyond a hot towel.

That's money walking out your door.

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Why Skincare Makes Sense for Barbershops

1. Higher ticket value

A haircut is €30-40. Add a facial, and you're at €60-80. Same chair time, nearly double the revenue.

2. Client loyalty

Skincare creates recurring appointments. Facials every 4-6 weeks. Product refills. Ongoing relationships.

3. Differentiation

Most barbershops compete on haircuts alone. Skincare sets you apart.

4. Natural upsell

You're already touching their face during the shave. The transition to skincare is seamless.

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QUICK WIN: Start Today

Before investing in anything, try this tomorrow: After your next shave service, take 30 extra seconds to apply a quality moisturizer and SPF. Say: "I'm trying something new—let me know what you think."

Track how many clients ask about it. That's your demand signal.

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The Skincare Services Menu

Level 1: Low Investment (€200-500 to start)

Services you can add tomorrow with minimal training:

What you need:

• Quality cleansers, scrubs, moisturizers
• Hot towel warmer (you probably have this)
• Basic product knowledge

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Level 2: Mid Investment (€500-2,000)

Services requiring some training and equipment:

What you need:

• Facial steamer
• Extraction tools (or partner with an esthetician)
• Professional-grade products
• 1-2 day training course

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Level 3: Full Service (€2,000+)

Advanced treatments requiring certification:

What you need:

• Professional equipment
• Certification (requirements vary by country)
• Possibly a separate treatment room
• Insurance update

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Start Simple: The Express Facial

If you're adding one service, make it the Express Facial.

The 20-Minute Express Facial:

1. Cleanse (3 min) – Remove dirt and oil
2. Steam (5 min) – Open pores, relax client
3. Exfoliate (3 min) – Gentle scrub
4. Mask (5 min) – Hydrating or clarifying
5. Moisturize (2 min) – Seal everything in
6. SPF (2 min) – Always finish with sun protection

Price it at €35-45. Pair with a haircut for a "Groom & Glow" package at €65-75.

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Case Study: How Daniel Doubled His Tuesday Revenue

Daniel owns a 2-chair shop in Munich. Tuesdays were dead—his slowest day by far.

He made Tuesday "Skin Day."

What he did:

• Trained himself on express facials (2-day course, €350)
• Offered a Tuesday-only "Refresh Package" (haircut + facial for €59)
• Posted before/after skin photos on Instagram (with permission)

Results after 3 months:

• Tuesday bookings went from 6 to 14 appointments
• Average Tuesday revenue: €290 → €580
• 4 clients now book monthly facial subscriptions (€79/month each)

"The trick," Daniel says, "was making it feel normal, not fancy. Just another grooming service."

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Training Options

Quick Start (1-2 days)

• Brand-sponsored training (many skincare brands offer free training with product purchase)
• Online courses (look for men's skincare specific)
• Shadow an esthetician for a day

Proper Certification (1-4 weeks)

• Esthetician assistant courses
• Men's grooming academies
• Barbering associations with skincare modules

Full Qualification

• Formal esthetician training (varies by country: weeks to months)
• Opens up advanced treatments
• May require separate licensing

Germany note: Check your local Handwerkskammer for regulations. Basic skincare services in a barbershop context are usually fine; advanced treatments may require additional certification.

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Products: What to Stock

The Essential Lineup

Brands to Consider

Professional/wholesale:

• Dermalogica (industry standard, good training support)
• Elemis (luxury positioning)
• Biodroga (German brand, excellent value)
• Babor (German, premium—clients recognize the name)

Retail opportunity:

• Bulldog (affordable, approachable for beginners)
• Kiehl's (strong brand recognition)
• Baxter of California (barbershop heritage)

Supplier Tips

• Start with one brand's starter kit—don't mix and match initially
• Ask about intro deals and training bundles
• Biodroga and Babor have strong German distributor networks

The Retail Play

Skincare products = recurring revenue without chair time.

After every facial, recommend:

• One daily product (cleanser or moisturizer)
• One weekly product (exfoliator or mask)

"I used [product] on you today. Your skin responded really well. Want to take one home?"

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Pricing Strategy

Standalone Services

Price skincare 10-20% higher than you think. Men new to skincare don't have price anchors. They'll pay what you charge.

Packages That Sell

Subscription Model

Monthly skincare club:

• 1 facial per month
• 10% off all products
• Priority booking

€79-99/month. Predictable recurring revenue.

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Overcoming Client Hesitation

Some guys will be skeptical. Here's how to handle the most common objections:

"Facials are for women"

"Actually, men's skin is thicker and produces more oil. You probably need this more than your girlfriend does. It's maintenance, same as a haircut."

"I don't need that stuff"

"Let me do a quick skin check. [Look at their skin.] See here? That's [issue]. Ten minutes could improve that. No pressure—just letting you know."

"Sounds expensive"

"Try the express version first—€35, takes 20 minutes. If you don't notice a difference, I won't bring it up again. Deal?"

"I don't have time"

"The express facial adds 15-20 minutes to your regular cut. You're already here. We just extend the appointment slightly."

"My wife/girlfriend buys me products"

"Perfect—then you know products work. The facial is the deep clean that makes those products work better. Think of it like detailing a car before waxing it."

The key: Don't push. Offer. Demonstrate. Let the results sell.

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The Client Consultation: 5 Questions to Ask

Before a first facial, ask:

1. "What does your current skincare routine look like?" (Most will say "soap and water"—that's your opportunity)
2. "Any skin issues that bother you?" (Oiliness, dry patches, razor bumps)
3. "How much time can you realistically spend on skincare?" (Match product recommendations to their lifestyle)
4. "Any allergies or sensitivities?" (Cover your bases)
5. "What result would make you happy?" (Sets expectations and success metrics)

Write down their answers. Reference them at the next appointment.

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The Staff Question

Option 1: Train Your Barbers

• Lower cost
• Integrated service
• Barbers may resist ("I cut hair, not give facials")

Option 2: Hire an Esthetician

• Professional expertise
• Dedicated focus
• Higher cost, but opens advanced services

Option 3: Partner

• Esthetician works in your space 1-2 days/week
• Revenue share (50/50 or 60/40)
• Low risk way to test demand

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The Implementation Plan

Month 1: Preparation

• Research training options
• Select initial product line
• Update service menu and pricing
• Brief your team

Month 2: Soft Launch

• Offer free mini-facials to regulars
• Gather feedback
• Refine technique and timing
• Train on product recommendations

Month 3: Full Launch

• Add to booking system
• Promote on social media
• Create package deals
• Track uptake and adjust

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The Bottom Line

Men's skincare isn't a trend—it's a shift.

The barbershops that adapt will capture higher tickets, stronger loyalty, and clients who see them as more than just a haircut.

Start simple. Add an express facial. See what happens.

👉 Vinci 26 helps you manage new services, build package deals, and track which treatments actually sell—so you can see exactly what's working. No marketplace fees, no lock-in.

Build something that's truly yours.