The pull of TikTok barbers and the $100 teen haircut
At some point in his haircut journey, James DeStasio, 12, began scrolling on TikTok, searching for a Long Island barber who was right for him.
"His barber moved to New Jersey and he felt like he was getting little boy haircuts," says his mom, Bridget Breen, of Islip.
He landed on Josh Rivera's @josh.cutz.hair. A standout among the barber TikTok set on Long Island, Rivera has amassed more than 20,000 followers in about six months, upped his prices due to demand and has maxed-out his bookings.
@cutz.by.josh Would you drive an Hour and 30 Min?! 😅 LMK ! ⬇️ #barber #newyorkbarber #farmingvillenewyork #burstfade #curlyhair ♬ original sound - Cutz.By.Josh
It's all thanks to his haircutting skills — and a social media skit asking tween/teens which rival local high school they attend before revealing their new cut.
"He basically begged me to take him," she says.
Likewise, Andre Flores, 21, a diesel engineer from Ronkonkoma, went into deep scroll mode on the hunt for a barber. He found Bryan Ilanzo @rayoblessn on the site and gave him a shot. Flores, the subject of one of Ilanzo’s TikTok posts says, "I always try to stay under the radar as a person, but it’s harmless, and something fun to do."
@rayoblessn Best Barber in Farmingville 🤯 Farmingville, NY📍 2306 N Ocean Ave, Farmingville, NY, 11738 #MedfordBarber #Suffolkbarber #farmingvillebarber #newyorkbbarber #longislandbarber ♬ LET THE WORLD BURN - Chris Grey
Long Island tweens and men into their 20s are being drawn like magnets to barbers who strut their skills, shtick and personalities on TikTok. These sometimes-funny videos feature good-natured banter between barber and client, often starting by asking what high school they attend. They document "before-and-after" transitions. The mood is playful, but the haircuts don’t come cheap with some barbers commanding eyebrow-raising prices. In at least one case, $100 per cut.
It's a lot of money for a local cut. According to Sam Abayev, the director of the International Barber and Beauty Institute in Central Islip, the average cuts on Long Island fall into the $25-$30 range, though, he says, "it could be more for barbers with more experience."
But Christopher Felder, the director of the Barber and Beauty Institute of New York, is not a bit surprised by the pricey cuts and calls this moment, "the Golden Age of Barbering." He explains, "Especially with social media, people want to look good all the time. Some barbers are charging $100 for haircuts and that’s what they’re getting." He adds, "If you’re a good barber, you’re going to make money."
Especially with social media, people want to look good all the time. Some barbers are charging $100 for haircuts and that’s what they’re getting. If you’re a good barber, you’re going to make money.
- Christopher Felder, director of the Barber and Beauty Institute of New York
We caught up with three busy TikToking barbers who share similar routines. They all ask their clients where they’re from, (it’s about "geotagging," according to one), the amount of time it took them to get to the shop (to show that the effort was worth it), and how the clients heard about them. The experiences are, of course, immortalized on TikTok and the clients seem delighted to participate. The technique seems to be working. These barbers are busy enough to n-o-t take walk-ins.
The Bro: Josh Rivera, 21, @cutz.by.josh
Where: 2306 N. Ocean Ave, Farmingville, Room 22
Price: $100 (including eyebrows and beard)
Rivera's following has exploded within the last few months. His calling card, he says, "is offering transformation. It’s about the whole problem and solution factor and seeing it happen." One of his oft-used lines is, "Sometimes, the right style doesn’t change you. It reveals you."
Barber Josh Rivera, of Medford. gives a haircut to James DeStasio, of Islip, who found Rivera while scrolling on TikTok. Credit: Rick Kopstein
And to some extent, he offers friendship. "I coach them up on the whole ‘bro’ thing," he says of his spiel (they call each other bro), "and after a while of cutting people’s hair, we become friends. For me, it’s not just about the haircut; I try to have genuine conversations." He says the question of how far the drive is "shows your value," and has clients from East Hampton and Queens, and even one from Delaware. "My biggest advantage is keeping up with modern haircuts," he says.
As for the price, "I definitely do get some push back, and I know it’s expensive but the reason for raising my price is about demand. I don’t just cut the hair, but I teach them how to style on their own."
Breen says, "I don’t love that he’s raised his prices," (he charged $85 until late January), "but I guess we can swing it." Her son, James DeStasio, 12, is a fan. "He’s pretty funny and a great person. He does such a good job."
Another mom, Krysia De Medeiros, of Medford, is OK with it. For her son, Ludgero, 11, who attends Holy Angels Regional School in Patchogue and wears a uniform, "His hair is one way he can express himself," she says. "Josh takes his time. Ludgero trusts Josh and I do too."
Specialty of the house: Rivera says that 75% of his clients go for blow-out tapers with a textured fringe.
The Wing Man: Bryan Illanzo, 21, @rayoblessn
Where: 2306 N. Ocean Ave, Farmingville, Room 22
Price: $55
Ilanzo shares a studio space with Rivera, whom he met when he got a haircut from him at a different shop and called it a "10 out of 10." In just a few months of TikToking, he’s racked up more than 4,000 followers.
Barber Bryan Ilanzo shares a working space with Rivera and now boasts more than 4,000 TikTok followers of his own. Credit: Bryan Ilanzo
Client consultations usually start with a conversation that includes this question, "You got a girl? A wife? Someone you’re talking to?" Ilanzo, says, "It’s sort of my niche. I try to come off as a wingman sort of barber."
It’s worked in real life, he says. He recounts how one woolly guy came in saying his girlfriend wanted to break up with him. "She didn’t like his last barber’s hairstyle. Then I gave him a good haircut, cleaned up his beard and he texted me later in the day writing, "Yo, now my girl wants to marry me." Flores, who had a recent breakup before his cut with Ilanzo notes, "A nice haircut goes such a long way. "People treat you differently. It’s absolutely confidence building."
Specialties of the house: Ilanzo says, "I want to attract a diverse crowd," and his main cuts include modern mullets, textured fringes, tapers and scissor cuts for guys who don’t want fades.
The Accessorizer: Andrew Meyveci, 32, @Drewcutshair
Where: 1 Old Country Rd. #102, Suite 104, Carle Place
Price: $75, $95 with beard
TikTok barber Andrew Meyveci opened his Garden City studio in October and has gained some 3,000 followers. Credit: Sean Murphy Studios
Meyveci who opened his studio late last October when he charged $40 for haircuts says today 80% of his bookings are fueled by TikTok where he has some 3,000 followers. His angle is, he says, "Trying to make them go from a two to a 10. The idea is to make the biggest transformation."
Before the cut, the barber flattens hair and puts oversized, nerdy glasses on the guys. On revealing the finished product, the glasses are gone, and the guys are zhushed up with magnetic stud diamond earrings, a thick chain necklace and of course a sharp, fresh haircut.
Specialties of the house: "As far as teenagers go, I get a lot of modern mullets," says Meyveci. He also does plenty of blowout tapers, taper fades and textured fringe.
