Interview: Leah Hayden Cassidy

Leah Hayden Cassidy stands among a growing group of female barbers that are changing the traditional viewpoint of an otherwise male-dominated industry. Born in Ireland and based in East London, where the groomer operates out of Croí, the salon and creative space she founded, Cassidy is also a Dior Beauty UK grooming expert. She took on the role at LVMH in 2024, and it has seen her take a front-row seat at the megalithic fashion brand’s catwalk shows, as well as get the inside scoop on what goes on backstage, and dictate the men’s grooming. Cassidy, who swears by the Dior Sauvage Mencare line, is shining a spotlight on male grooming. For her, it’s more than just getting a haircut: she is leading the revolution in ensuring men are getting the most out of their experience in the barber shop chair.

I think grooming shouldn’t just be a barbershop chore. There have to be those special details. I will push that every day in my service

I’ve been a barber for about 12 years. I started as an apprentice in Dublin and then I travelled around — I moved to Berlin where I was working in different barber shops. I eventually moved to London.

I work heavily on the education side of things and so I travel around the world teaching seminars about barbering and grooming. This allowed me to meet so many people, and by word of mouth, I got a bit of a name for myself. Barbers from around the world who had clients moving to London would recommend me, and some arrived organically, like the Fontaines DC boys. So I got involved in more of the fashion and celebrity side of things.

I think grooming shouldn’t just be a barbershop chore. There have to be those special details. I will push that every day in my service, whether it’s using a cutthroat razor instead of just a clipper, or the Dior Sauvage Mencare range.

The Dior ambassadorship came about a couple of years ago. The team emailed to say they had this exciting project they were working on with Dior Sauvage and wondered if I would be interested. I jumped at the opportunity.

I think Dior has done something super smart in creating three simple products that will really take care of your skin. The number one tip I always give to clients is to ensure that skin is constantly hydrated, because that’s the key to its overall health.

The Mencare range is actually formulated for men. For me, one of the most important things is the quality and the detail that goes into products. We tend to look at products on a shelf and we don’t think about how they’re made, but when you talk to the experts behind these products who are actually in the labs making them, you realise how good they are. This range has actually been specially formulated for men.

Men have really started to care. That has really just taken off in the last few years. I’ve been a barber for over a decade and when I first started cutting hair, men just wanted a clean fade or a good haircut. And they would also be happy with the cheapest product. Now, however, they’re giving themselves that extra-special time in the barber chair and they’re far more aware of what makes a bad haircut.

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The three-step Dior Sauvage Mencare range is a winner. The cleanser uses cactus to take away impurities and it has been formulated specifically for men’s skin because of the oil base and pH level in men’s skin. I love the toner. It’s super-refreshing and cools down the skin, so it will prevent any razor burns. To finish off, you dab on the serum, which has a slightly woody note. It all works together to really clear your skin.

Men want to be educated. Most guys tell me that they just use their partner’s products, but once you start talking to them about what’s actually good for their skin and hair — whether that’s diet or any product they can use — they’re really interested. I also always tell my clients to try new things. For example, if they’re questioning a beard or a buzzcut, I encourage them to just give it a go.

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