Dior’s new UK grooming expert talks connections, Guinness and being ready for when Johnny Depp calls… 

It seemed a stretch when Hayden saw an email in her inbox in January last year from the Dior beauty team (she thought it was spam and ignored it). They chased her on Instagram, keen to discuss working together. The fashion and beauty giant had been impressed by what they had seen of the Dublin born, London-based barber across social media, working across editorial, education, with musicians and behind the chair with a laser focus on fusing
barbering with fashion.

Let’s not forget, she won The It Girl at the 2020 It List awards, such was her impression on the judges. She was also one of the stars of The Industry’s Not Just A Hairdresser campaign in 2022, showcasing perfectly the thrilling and creative possibilities of a career in hair beyond the expected. It’s been clear that Hayden Cassidy was always going to stand out…

Hayden has deemed the partnership as “a dream come true”, and her expertise for Dior has seen her featured already in high profile pieces in the Financial Times, Wonderland and the ES Magazine. 

“Where do men get a lot of their grooming tips from? They don’t go into shops, and they don’t search on articles or magazines, they look to their trusted barber,” says Hayden. “For so long, barbers haven’t really been given those opportunities when it comes to fashion and editorial work. As a luxury brand, it’s been incredible for Dior to recognise the barber as someone that has that information, and given that title. What’s really exciting is that it’s a new role for both myself and Dior. They’re really open to working side by side, more of a collaboration.” That’s already meant trips to Paris, including a tour of the Dior archives and gallery (“a ‘pinch me’ moment!”)  

 “A few years ago, everybody tried to drop the barber term. But there’s something about history and heritage in the barbering culture that I fell in love with, the classic shaves. I’ll be the first to admit that I’ve always said I hated going into a salon, that never attracted me. Barbering has this ritual; it feels like a sacred practice.” 

The Dior gig comes at a time of exciting change for Hayden. Having outgrown her Hackney studio unit, she’s recently set up a larger collaborative space in London Fields called Croí (pronounced ‘kree’, it’s Gaelic for ‘heart’), where clients can chill out, guest artists can work (Dublin colourist Sara Hurley has visited) and other creatives can host pop-ups (two of Hayden’s friends – a jeweller and a designer – have already done just that).  

“Where do men get a lot of their grooming tips from? They don’t go into shops, and they don’t search on articles or magazines, they look to their trusted barber.”

Hayden Cassidy

She’s still educating – this year has included Mexico and Italy – but she’s also learning how not to say yes to everything. “I’m open to every opportunity but my studio is fully booked three weeks in advance, and I’m a little bit on call with Dior. If Johnny Depp needs grooming for an event, I have to jump on a plane and be there! I do also need time to sit down and just enjoy my successes. I’m so hyper, I love doing a million things. But I’m in such a happy place when I’m behind the chair with my clients, in my own space, having a connection and that chat… and that’s something hopefully that I’ll have forever.”