Kenya’s beauty and personal care industry is experiencing exponential growth, playing a significant role in the country’s economy.
According to Statista, a leading statistics database, Kenya's beauty and personal care sector was projected to generate $2.3 billion (Sh325.5 billion) in 2024, contributing about 2.4 percent to the national GDP.
Personal care alone accounts for Sh169.8 billion ($1.21 billion), with barber shops (locally known as Kinyozi) emerging as a key segment.
As part of this booming sector, barber shops have embraced cutting-edge trends, with 3D haircuts emerging as the latest sensation.
More than just a haircut, 3D styling is an art form that combines intricate designs, fades, and sharp lines to create bold, personalised looks.
As this trend spreads across Kenyan cities, barbers have transformed into artists, pushing the boundaries of traditional grooming.
And for entrepreneurs, owning a barber shop has become a highly profitable venture, particularly in high-traffic urban areas, where a successful shop can bring in up to Sh140,000 a month.
With rents ranging from Sh5,000 to Sh50,000 depending on location, the potential for profit is significant—especially with specialised services like 3D haircuts, which clients are willing to pay anywhere from Sh1,500 to Sh7,000 for.
At the centre of this trend is Brian Amalemba, better known as ‘Barber Wa Eastlando’. Brian has been in the barbering business for over six years and is considered one of the pioneers of 3D haircuts in Nairobi.
“A 3D haircut is where you get designs on your head, like crazy patterns or even portraits of celebrities, something that shows off your creativity,' Brian explains. “It's a form of self-expression—where art meets hair,' he adds, as he sharpens his clippers.
Unlike a typical fade or taper, 3D haircuts involve creating detailed, often complex designs that are etched into the hair. These designs can range from geometric patterns to portraits of celebrities, animals, or even abstract shapes.
“When a client walks into my shop asking for a 3D cut, they’re not just looking for a haircut—they’re looking for something that makes them stand out,” Brian adds.
Brian’s journey into the world of 3D haircuts began with a simple inspiration. “It started way back when I used to watch videos on YouTube, about these great barbers from the US. They used to do quite nice 3D haircuts, and from then, it was a motivation for me to start,' he says.
A client enjoys a haircut at the Geometric Hair studio in Nairobi on January 15, 2025.
Photo credit: Bonface Bogita | Nation Media Group
The demand for these unique haircuts, he reveals, has been steadily growing. 'It’s been good,' Brian adds, noting that as more clients discover the bold and creative possibilities of 3D designs, the trend continues to gain momentum in Nairobi’s barbershops.
Since then, Brian has become one of the most sought-after barbers in Nairobi. On a typical day, he serves between 10 and 15 clients, many of whom come specifically for his intricate 3D designs. “It’s not easy,” he admits. “A 3D cut can take anywhere from an hour and a half to two hours, depending on the complexity of the design.”
More Than Just a Haircut
But what exactly makes 3D haircuts so special? According to Brian, it’s the attention to detail. “You can’t rush a 3D haircut,” he explains. “It requires a lot of concentration, skill, and creativity. Each design is unique, and you have to visualise the end result before you even start cutting.”
The process begins with a sketch. Brian often uses a pencil to outline the design on the client’s head before bringing out his clippers. “It’s like drawing on someone’s head,” he says. “You have to get the proportions right, and there’s no room for mistakes because once you’ve cut, there’s no going back.”
When asked about his daily earnings, Brian shared, “On a good day, let's say... I make Sh50,000, with Sh35,000 coming from the 3D haircuts alone.” He adds, “Creativity is not a talent; it’s a way of operating,” offering his parting thoughts as a reflection of his passion for his craft.
Elsewhere, Juma Baya, another well-known barber in Nairobi who goes by the name Jay De Barber, agrees. Juma has been in the business since 2018 and relocated to Nairobi from Mombasa to meet the growing demand for 3D haircuts.
“A 3D haircut is not just a hairstyle; it’s an art form,” he explains. “You need to have a creative mind and the confidence to execute the design.”
He also shares how his inspiration came from watching other barbers create art with clippers. “I saw people doing 3D cuts on YouTube, mostly from the US, and I was inspired to bring that art form to Nairobi. When I got here, I realised the demand was growing, but not many barbers were doing it. That’s when I knew I had something special to offer.”
Juma compares the process to creating a sculpture. “You’re working with three dimensions—the shape of the head, the texture of the hair, and the design itself,” he says. “It’s not something you can just pick up and do overnight. It takes years of practice and a lot of patience.”
The rise of 3D haircuts in Nairobi is part of a broader evolution in the city’s barbering industry. Gone are the days when a trip to the barber meant a quick trim with wired clippers.
Tools of the trade
Tools are a significant part of Juma’s process. “I use both cordless and wired clippers depending on the design. Sometimes, I even use razor blades for precision. It's all about getting the lines and shadows just right.” He compares his tools to an artist’s brush: “It’s like holding a pen—you need to be in control to create something beautiful.”
Brian also explains that the barbering industry in Kenya has come a long way in the last decade. “When I first started, we were using wired clippers and basic tools. Now, we have cordless clippers that allow for more flexibility, especially when creating detailed designs. We also have better lighting in the shops, which is crucial for 3D haircuts because you need to see every detail.”
Juma also points out that social media has played a significant role in the evolution of barbering in Nairobi. “Instagram and TikTok have changed the game,” he says. “Clients come in with screenshots of haircuts they’ve seen online and ask for something similar. It’s also a great platform for barbers to showcase their work and attract new clients.”
Juma Baya poses during an interview at the Cutz Castle Barbershop in Nairobi on January 15, 2025.
Photo credit: Bonface Bogita | Nation Media Group
Social media has been a game-changer for barbers like Brian and Juma. Platforms like Instagram and TikTok have allowed them to reach a wider audience and showcase their skills to potential clients.
“I get a lot of my clients through Instagram,” says Brian. “They see my work online and come to the shop specifically for a 3D haircut.”
Juma echoes this sentiment, noting that social media has helped him grow his client base. “When I first started offering 3D haircuts, it was mostly through word of mouth. But now, I post my work on Instagram, and people from all over Nairobi—and even beyond Kenya—come to my shop because they’ve seen my designs online.”
The ability to market themselves online has been crucial in helping Nairobi’s barbers differentiate themselves from the competition.
“There are so many barbershops in Nairobi, and if you don’t stand out, you’ll get lost in the crowd,” says Juma. “Social media gives us a platform to show what we can do and build a reputation.”
Why are 3D haircuts so popular?
So, what is it about 3D haircuts that has captured the imagination of Nairobi’s youth? According to Brian, it’s all about self-expression.
“The younger generation is more experimental with their looks,” he explains. “They don’t just want a haircut—they want something that reflects their personality and makes them stand out.”
Benjamin William, a 26-year-old regular client, agrees. Benjamin first got a 3D haircut two years ago and hasn’t looked back since. “It’s the creativity that drew me in,” he says. “When you walk down the street with a 3D cut, people notice. It’s not just a haircut—it’s a conversation starter.”
Benjamin also notes that 3D haircuts give him a confidence boost. “When I get a 3D haircut, I feel like I stand out. It’s different from the regular cuts that most people get, and that gives me an edge,” he says.
Brian adds that the exclusivity of 3D haircuts is part of their appeal. “Not every barber can do a 3D cut,” he explains. “It takes a lot of skill, and that’s why clients are willing to pay more for it. It’s not just about the price—it’s about the experience.”
The cost of 3D haircuts
While 3D haircuts are undeniably stylish, they come with a higher price tag than traditional cuts. A standard haircut in Nairobi typically costs around Sh1,500, but a 3D haircut can cost anywhere between Sh2,000 and Sh5,000, depending on the complexity of the design and whether colour is involved.
Juma also emphasises the importance of charging a reasonable amount for a job well done. “If I were to ask for a small amount, I would have to work hard to get a lot of people to give me a lot of money,” he explains.
Juma elaborates on his clientele, noting that many clients, especially women with long hair or dreadlocks, often don’t know exactly what style they want.
“Most of them don’t know what they want, but they expect it to be good,” he says.
For Juma, it’s all about listening to the client’s needs and taking the time to understand what they truly want, even if it means providing guidance on possible styles. “I give them time, listen to them, and understand what they want before I start,” he adds.
Brian explains that the higher cost is justified by the time and effort involved.
“A regular haircut takes about 30 minutes, but a 3D design can take up to two hours,” he says. “You’re paying for the skill and the time it takes to create something unique.”
Juma adds that clients are often willing to pay extra for the attention to detail that goes into a 3D haircut. “When someone comes to me for a 3D cut, they know they’re getting something special,” he says. “I put in the time and effort to make sure the design is perfect, and that’s why people are willing to pay more.”
Crafting the trends
What makes Juma’s work stand out, aside from the technical expertise, is his ability to set trends. “I don’t just follow trends; I create them. I post my work on social media, and people start asking for those designs. It’s amazing how quickly the word spreads. My designs are unique—you won’t find two that are the same. Each one is custom-tailored for the client.”
Brian Amalemba gives a haircut to a client at the Geometric Hair studio in Nairobi on January 15, 2025.
Photo credit: Bonface Bogita | Nation Media Group
Juma also points out that his client base primarily consists of younger people, but the demand cuts across different age groups.
“Most of my clients are between 18 and 30 years old, but I also have children as young as three coming in with their parents for a 3D haircut. It’s a trend that’s gaining momentum across different generations.”
He also acknowledges that, while there are challenges in the industry, especially with the introduction of 3D styles, the rewards are fulfilling. “Challenges will always be there,” he admits.
“For example, I once had a client ask for a 3D design, but they didn’t specify what they wanted, so I had to figure it out on the spot. That’s a part of the job – making sure the client leaves happy.”
Despite the changing dynamics, Juma has found that his business thrives mainly through word-of-mouth rather than traditional marketing.
“I don’t strain. I don’t use too much energy on marketing. Once I do my job well, good marketing follows—feedback comes naturally,” he explains.
The creativity he injects into his craft, especially with 3D hairstyles, has been instrumental in attracting a steady stream of clients who appreciate the unique service he offers.
On the financial side, Juma reveals the substantial revenue generated by his barbershop, especially during peak seasons. On average, he makes around Sh 500,000 monthly.
However, during festive months like December, sales can reach between Sh1,000,000 to Sh2,000,000 million.
“The bigger the barbershop, the bigger the profit,” Juma notes, though he adds that even with significant sales, profit margins can vary depending on the size and scale of the operations.