Because of Barbers, We Truly Can: How TheCut Is Transforming Grooming, Culture, and Community

TheCut is more than just an app — it’s a movement born from a bad haircut. Launched in 2016 by co-founders Obi Omile Jr. and Kush Patel, the platform emerged after the two college friends, freshly relocated for new jobs, decided to grab a post-basketball haircut that went horribly wrong. As Because Of Them We Can explains (Because Of Them We Can), the disastrous experience sparked a simple but game-changing idea: What if choosing a new barber didn’t have to be a gamble? That moment of frustration planted the seed for what would become one of the fastest-growing platforms in the grooming and barbershop space.

Today, TheCut stands as one of the leading mobile tools for clients seeking trustworthy barbers, offering a digitized and modernized version of a cultural tradition that has existed for generations. Users can browse portfolios from real barbers, compare services, and read authentic reviews — providing transparency in an industry that has long relied on word-of-mouth. For barbers, the platform is a powerful business engine: it offers marketing, scheduling, booking, payment processing, and income-reporting tools, helping many stylists transition from cash-only, walk-in models to full-scale digital enterprises. As Afrotech previously highlighted, the app has played a major role in helping barbers increase profits and visibility in an increasingly tech-driven marketplace (Afrotech).

TheCut has already helped thousands of barbers streamline operations, elevate their brand, and strengthen their digital footprint. Now, the team is aiming even higher. With a new community-focused campaign titled “Everything Is Better With a Fresh Cut,” the company is spotlighting the deep cultural significance of grooming within the African American community — a significance often overlooked by mainstream marketing.

“‘Everything is better with a fresh cut’ is a statement that needs zero explanation in the Black community,” said Eric Payne, Senior Content Manager at TheCut, in an interview with Because Of Them We Can (Because Of Them We Can). Payne explained that while most industry marketing focuses on barbers and booking systems, he wanted this campaign to capture the magic, emotion, and everyday moments enhanced by a fresh haircut — the confidence, the ritual, the renewal.

Payne’s vision is personal. Growing up, he experienced the anxiety that comes from bad haircuts and the pride that comes from great ones. His aim is to show how a simple haircut can transform not only an individual’s appearance but also their spirit, sense of identity, and social interactions. “For the culture, a haircut is the entry point to looking good,” he said. “Being nice and lined up with a tight fade is like having a clean car with shiny tires — it just makes life better. The barber is the healer, the high priest, the one who helps you step into your best self.”

The campaign highlights familiar life moments that become even more meaningful with a fresh cut — the first day of school, game nights, milestone celebrations, and even wedding days. The goal is not only to reflect the power of these personal rituals but also to inspire more people to explore what TheCut offers and feel connected to the community it supports.

Payne also emphasized the deeply personal bond between barber and client. “They’re trusting someone with their hair, their beard, their look — sometimes even their confidence,” he explained. “Barbers are saving lives in their own way. They are artisans who help people feel like the best version of themselves.” His hope is that barbers using the app feel proud knowing they’re part of something bigger: “Hopefully they’ll say, ‘Yeah, that’s my app!’ and continue to bring others into the network.”

TheCut allows users to filter barbers by price, location, and availability. It has already simplified the search process for thousands, especially for clients who have moved to new cities or never had a reliable barber before. According to Fast Company, the platform has also helped many barbers transition from informal, cash-only businesses into organized operations with stronger financial stability (Fast Company).

Looking forward, the company is preparing to release a new version tailored specifically for barbershop owners. This next expansion will allow shop managers to oversee their team of barbers, streamline operations, and enhance booth rental systems — building on the platform’s growing role in shaping modern barbershop economics (TechCrunch).

The new campaign is just the beginning. As TheCut continues expanding its footprint, the team intends to highlight not only the importance of barbers but also the cultural legacy, emotional depth, and close-knit community that barbershops have represented for generations. In many ways, TheCut isn’t just about hair — it’s about identity, trust, artistry, and the rich tradition of barbers being pillars of the community.

And with each update, each campaign, and each signature fade or lineup, TheCut proves one universal truth: everything really is better with a fresh cut.