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Weekdays 10am-12:30pm ITV

Rise of the barber shops

If you’re the owner of a barber shop you’re probably rubbing your hands with glee right now because it’s official, beards are in and the grooming business has never been bigger.

Despite some predictions that the beard trend could be about to grow out, barbers across the UK are seeing a dramatic increase in men looking for professional grooming in unique environments tailored to them - some outlets saw a 300% growth in 2015.

Today we meet Joth Davis - expert barber and owner of The Barber Awards’ Best Barber shop of the Year 2015 - to tell us us what it is that he does differently and demonstrating his techniques on three models.

Murdock London productsBeard moisturiser £24Wood beard brush £12Matt mudd £14Matt putty £14Moustache & beard comb £9Beard oil £28

Mojo Hair styling productsStyling cream - £14Clay - £14Fibre shaper - £14Shampoo - from £5.50Conditioner - from £5.50Beard oil - £16

Amazon.co.uk productsBilly Jealousy Beard Envy Kit - £24.95Men Rock Soothing Beard Balm - £10Men Rock Beard Care and Moustache Care Gift Set - £29.50BaByliss for Men 7107U Precision Beard Trimmer - £10Philips Series 3000 7-In-1 Mens Grooming Kit - £15.99Wahl 9916-1117 Groomsman Rechargeable Hair, Beard, Moustache Trimmer Set - £13.59

The Bluebeard's Revenge productsShaving cream - £9.99Post-shave balm - £9.99Beard oil - £9.99Moustache and beard comb - £1.47

Dapper Dan productsDeluxe Pomade - £11.95Matt Paste - £11.95Matt Clay - £11.95Barber apron - £39.95

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Weekdays 10am-12:30pm ITV