Beyond the Cut: 5 Ways Barbershops Can Become Gen Z’s New Self-Care Destination

Consumer interest in health, beauty, and wellness is constantly shifting—and Gen Z is one generation that's helping drive that change. Alongside Millennials, according to a McKinsey survey, they represent just 36% of the U.S. adult population, yet they account for over 41% of annual wellness spending. Gen Z views wellness as an all-encompassing lifestyle rather than a luxury. They prioritize self-care routines that blend grooming, mental health, and community. The survey showed that this generation sees wellness as a lifestyle, looking for solutions that go beyond appearance to support emotional and social wellbeing. 

For barbershops, this represents a unique opportunity. By going beyond traditional cuts and shaves, barbers can create spaces that appeal to Gen Z's expectations for wellness, tech-savviness, and community. Here are five ways to transform your shop into a self-care destination that resonates with the next generation. 

1. Expand the experience beyond the haircut

A haircut alone isn't enough anymore; it's about the total experience. By offering add-ons such as scalp treatments, facials, or chair massages, barbershops can turn a simple trim into a full-service, restorative session.  

Beyond the services, setting the right vibe matters just as much. Warm lighting, comfortable seating, and thoughtful décor set the stage for an inviting atmosphere, while a carefully curated playlist can add energy to a space. Together, these immersive details reflect Gen Z's desire for wellness experiences that nurture both body and mind. 

2. Integrate wellness and lifestyle offerings

Younger consumers value authenticity, which helps barbershops with clear principles rise above the rest. Partnering with skincare brands that are sustainable or cruelty-free connects directly with Gen Z's ethical priorities. Adding mindfulness elements, such as relaxing playlists, can also elevate the overall atmosphere. 

Younger generations are also embracing longevity, proactively investing in their long-term health and appearance. Expanding product offerings to support these goals can set a barbershop apart. Think hair growth serums designed to help preserve hairlines, or skin care products that target hydration, wrinkle prevention, and anti-aging. By offering solutions that support both immediate results and long-term self-care, barbershops can tap into Gen Z's desire to look and feel their best now, while also investing in their future wellbeing. 

Additionally, by offering bundled packages that combine haircuts, beard grooming, and skincare, barbershops can transform routine grooming into a complete self-care experience that aligns with Gen Z's holistic approach to wellness. 

3. Create a digital-first, tech-savvy environment

Mobile-first experiences are a non-negotiable for this generation, which has grown up with technology at their fingertips. Streamlined booking through barbershop management platforms like Mindbody allows clients to schedule appointments, make payments, and track loyalty programs with ease. Selfie-ready corners with great lighting encourage guests to share their fresh looks on social media, amplifying your brand's reach. Personalized texts with reminders, style tips, or product suggestions keep the connection going long after the appointment. 

Building a digital presence is just as critical as in-person service. A strong website and active social media accounts help establish credibility, showcase your brand personality, and make it easy for clients to discover your shop online. Improving communication channels strengthens this presence even more. Today's clients expect to hear from their favorite businesses in ways that feel personal and convenient, whether it's SMS or email.  

Sharing updates, promotions, or seasonal service highlights keeps your barbershop top of mind. Solutions like Mindbody + Attentive make it simple to automate these touchpoints—whether it's a quick text about a flash sale or a polished email with grooming tips—so outreach feels seamless and consistent. By combining easy booking, a visible online presence, and thoughtful ongoing communication, barbershops can create a tech-savvy environment that resonates with Gen Z's lifestyle. 

4. Build community and connection

Gen Z supports businesses that create belonging. Barbershops can host events like workshops or pop-up markets, partner with local or mission-driven brands, and offer memberships with exclusive perks to build loyalty. Sustainable practices, like refill stations, recycling, eco-friendly products, also reinforce shared values. By participating in these activities, barbershops can become more than places for grooming; they can become booming gathering hubs. 

5. Make self-care convenient

Busy schedules mean younger clients often prioritize businesses that make wellness easy to access. Express services like quick beard trims, eyebrow shaping, or scalp refreshes allow Gen Z to fit self-care into their day without sacrificing time. Curated on-the-go grooming kits extend the experience beyond the chair and appeal to their fast-paced lifestyle. Offering flexible hours—early mornings, late nights, or same-day appointments—paired with digital booking apps ensures services are always within reach. Convenience signals respect for this generation's lifestyle and keeps them coming back. 

Redefining barbershops as wellness destinations

Self-care for Gen Z is more than maintaining a polished appearance. It's also about feeling balanced, connected, and supported. For barbershops, this shift presents an opportunity to go beyond the traditional haircut and become holistic wellness destinations. By enhancing the experience, integrating lifestyle elements, and embracing digital tools, barbers can meet the evolving expectations of this influential generation. 

As the wellness industry continues to evolve, the most successful barbershops will be those that adapt—transforming into places where clients don't just get a haircut but find connection, balance, and a sense of belonging.