COINCIDING with the launch of its innovative Dior Sauvage Grooming Collection, Sauvage Mencare, Dior Beauty has appointed three grooming ambassadors – the Dublin-born, east London-based Hayden Cassidy; Vince Garcia, a Toronto native now living and working in Hollywood and French-Cameroonian Brice Tchaga who lives and works in Paris.
Sauvage Mencare is a three-step range of products, The Cleanser, The Toner and The Serum, infused with cactus – the signature ingredient of the regime. The line is made with an astonishing 90 percent of natural components – with active cactus extracts at its core.
Dior Grooming Ambassadors – Vince Garcia, Brice Tchaga and Hayden Cassidy (left to right)
These naturals have all been grown in Lanzarote in the first Dior Garden dedicated to growing plants used in the men’s skincare ranges. As a nice finishing touch, to complete the grooming ritual, Sauvage Mencare is scented with the classic Dior Sauvage.
GLASS caught up with expert trio to learn more about their approaches to grooming and skincare and what their roles as Dior Ambassadors means to them, as well as picking up some grooming tips along the way.
Hayden Cassidy
What attracted you to working in barbering?
The first time I walked into a barbershop, I felt a sense of home and community. I love connecting with people, especially in a creative setting, so to know that every day of work would be different, meeting different people, creating different haircuts and helping to boost people’s confidence, was incredibly exciting for me. The opportunities for learning and developing new skills was something else that really appealed to me and I knew that with clippers and a comb I could travel the world.
Does your Irish heritage influence your work?
Definitely! Being Irish has always played a massive part in everything I do. I’m hugely inspired by the Irish creative scene – a lot of my clients are Irish photographers, actors, musicians, artists and designers. They’re always up for breaking boundaries and creating new looks, which is something I really admire and take a lot of inspiration from. I’ve also named my studio in east London “Croí”, which means “heart” in the Irish language.
The Irish are known for their hospitality. I’ve always hoped that I can extend that element of our culture and make Croí a welcoming and comfortable sanctuary for clients.
Hayden Cassady
How do you feel about the appointment with Dior?
It’s a dream come true for me and an exciting step for the barbering industry. Dior’s attention to detail, quality and community very much reflects my own ethos, which makes this partnership so special.
How does the new Dior Sauvage grooming product range fit into your practice?
The Sauvage range has been an incredible addition to my kit and my studio. I use the products as part of my service and whenever I’m on set. Every single product has been carefully crafted for each step needed in grooming and with attention to every detail, including texture, ingredients, bottle design and scent. Most of my clients comment on how easy to use and effective the Sauvage Mencare range is. The cleanser, toner and the serum are three simple steps that can make your daily grooming routine effortless and clients love this. I also finish every service with a Sauvage scent and that adds a special touch and elevates the whole experience.
How do you see the future of barbering? Are there any techniques, ingredients or innovations that you think will become big?
I’ve been in the barbering industry for 10 years now and it’s grown rapidly over the decade. It’s forever evolving, which is one of the things I love about it. Clients are becoming much more comfortable with trying out new things and they want to know what’s best for their skin/beard/hair. Going to the barbershop is no longer a “chore”, it’s an experience. When you find a good barber, it’s the start of a lasting relationship built on trust. I really believe that this focus on a complete grooming package will continue – and Dior is at the forefront of that.
What challenges have you faced in your career?
Where do I start? I’ve faced many obstacles in my career. But I’ve developed a way of overcoming the stress of challenges by welcoming them. I’ve worked on looking at them as an opportunity to learn and grow as a person. I think it’s so important to have the right mindset.
Nothing comes easy but working hard and overcoming battles makes any success so much sweeter. I’ve learned most by putting myself out of my comfort zone and, since I started this journey, I’ve tried to do that every step of the way.
Working in a male-dominated industry, moving to countries without knowing the language and opening up a business after Covid-19 have all been part of the journey. But the passion and determination I have for what I do always gets me through.
What are your future plans?
I’m always open to exploring new opportunities. Right now, I have an incredible studio in east London, a lot of travel plans for educating and a partnership with Dior that I hope will continue to grow. I have faith that whatever happens in the future is going to be exciting.
What skincare or grooming advice can you share with Glass readers?
Make sure you develop a skin routine that works for you. Hydrated skin is the backbone for everything. A healthy beard and a fresh face go a long way. The Dior Sauvage Mencare Cleanser, Toner and Serum combination is the most simple and effective routine that I have found. My clients love it and I can notice a huge difference on their skin.
Vince Garcia
Where did you your passion for grooming originate from?
My passion for grooming started back in seventh grade. I used to draw a lot as a kid, so I started doing line ups and designs on my friends’ hair. Then, my childhood barber taught me the basics on how to fade. It started off as a hobby then became something I grew very passionate about.
How do you feel about the appointment with Dior as its US grooming ambassador?
Becoming the first Dior US Sauvage Grooming Ambassador was something I had never even imagined. When they approached me, it was an eye opener because I never thought a luxury brand like Dior would reach out to have me as an ambassador. It was very exciting and truly a blessing.
How does the new Dior Sauvage Grooming Collection range fit into your practice?
The Dior Sauvage Grooming Collection fits just right into my practice by enhancing my services and the overall client experience I’m able to offer. From the shave products to the newer three-step Dior Sauvage skincare range, as well as the range of Dior Sauvage fragrances, my clients receive the best of the best when I get to use Sauvage with them in my chair.
Vince and Hayden
What plans do you have to develop the global Dior Sauvage barber network?
I just hope to help bring more brand and product awareness to not only the barbering community but to the rest of my network – educating on how Dior offers a full range of products that work great for your grooming needs.
How did your non-profit organisation, Trade-Works Foundation, come about? Why did you set it up and what ambitions do you have for it?
The founder of Trade-Works reached out to me few years back to see if I wanted to be a part of the team and run the barber programme. I then became director of barbering for the foundation and helped structure the course. I joined the foundation to be able to give back and help those in need find a purpose. My goal was to help inspire and motivate these young individuals.
How do you see grooming evolving? Will it be technique- or product-led or something entirely different?
Grooming has evolved so much in the past five years with more education on cutting techniques, new products and hairstyles. I feel like grooming has its trends with hairstyles that last for a few years, fall out of style and then come back to life. I can see grooming focusing more on hair care and skincare as it evolves, with more elevated products that do more than one thing.
How has becoming a father influenced or affected your work?
Now as a father of three, it’s definitely influenced me to work smarter and find a balance so I can be more present with the kids and my family versus being gone every day for work. Becoming a father just gave me a much bigger purpose as to why I’m doing what I’m doing. Like I mentioned, working smarter and not harder so that I can be there for the kids when they need me.
What skincare or grooming advice can you share with Glass readers?
My advice would be to put together a simple grooming regimen that you can do daily to help take care of your skin. I know as men we don’t always like things that are too complicated. That’s why I love the Dior Sauvage Mencare products – The Cleanser, The Toner and The Serum – it’s an easy three-step process that I do every morning and night that you, too, can include in your skin regimen. Take the time to care of yourself and your body so you can show up every day as the best version of yourself.
Brice Tchaga
You have been fascinated by hair since childhood. What sparked your passion for hairstyling?
My passion for hairstyling was ignited by observing the diverse and captivating hairstyles of actors in French and African American films. I was mesmerised by their unique styles and the creativity behind each cut. Football also played a significant role in shaping my inspiration: the iconic hairstyles of players became a constant source of fascination for me.
Visiting the hairdresser gave me a closer look at how these styles were meticulously recreated on clients who wanted to mirror their idols, whether they were footballers or actors. Witnessing this artistry firsthand, rather than just on a screen, truly sparked my passion for the craft.
Hayden and Brice at work
How do you feel about the appointment with Dior?
Being affiliated with such a prestigious Maison is a genuine honour. It represents a unique opportunity that inspires me to embark on ambitious projects, showcase my skills and expertise, and deepen my work with the Sauvage Grooming and Men Care line. This recognition affirms the quality of my work and is incredibly rewarding. This role and status motivate me to raise my standards, surpass my own expectations and demonstrate the full extent of my abilities in the expansive field of hairstyling.
How does the new Dior Sauvage grooming product range fit into your practice? How do you use it with your clients?
This range fits seamlessly into my work as a barber. It addresses a real need that we, barbers and hairstylists, had identified. It complements our services perfectly, allowing us to prepare the skin before and care for it after treatments, ensuring optimal hydration that enhances our work. We encourage our clients to take care of their beard, hair and facial skin to achieve a harmonious result.
You have achieved great success as a hair stylist at a young age. Has the momentum of this surprised you and how do you handle it?
I’m not sure we can truly call it a success. People valued my ability to recreate styles from television, whether from football or elsewhere. Word of mouth certainly helped and that contributed to what could be seen as a success. It’s also about personality. I’ve always aimed to approach hairstyling in a unique way, striving to stand out and excel. But it’s not for me to judge the outcome – that’s for others to decide.
Vince, Hayden watch Brice at work
What are your favourite things about your success and what, if any, are the downsides?
What I value most is the recognition from people who praise and compliment my work. It gives me immense strength. I’m exactly where I’ve always dreamed of being. I don’t really see any drawbacks.
How has your Cameroonian background influenced your approach to hairstyling?
My Cameroonian heritage profoundly influences my approach to hairstyling and design, whether it’s for haircuts or braids. My roots and ethnicity inspire me greatly, particularly through tribal patterns and Cameroonian fabrics. I often recreate traditional cuts from Cameroonian villages, starting by applying them to myself and then adding an urban twist to appeal to a broader audience. This blend of my heritage with modern elements, as well as the opportunity to share these creations with others, is something that touches me deeply.
What is your favourite styling technique? How do you develop your skills?
I don’t really have a favourite. I appreciate all hairstyles as a whole. I mainly develop my skills through observation. I had the opportunity to join Guido Palau’s team for fashion week shows and, even now, I continue to improve by watching him. It’s not so much about styling alongside him or learning new techniques; I mostly draw inspiration from his creativity and the looks he envisions for each model.
What skincare or grooming advice can you share with Glass readers?
My main rule is hydration. Whether for hair, beard or face, hydration is essential for beauty, both for men and women. The Sauvage Grooming range is perfect for this, offering a variety of hydrating products offering a variety of hydrating products, each addressing a specific need.
by Caroline Simpson