About Us

Our Journey

Spring 2018: The Beginning

Our story starts with Tom Sage, a passionate barber with a vision to transform the barbering industry. When John, a seasoned Lean coach, met Tom, he immediately recognized Tom’s potential. Intrigued by Tom’s innovative ideas, John introduced him to Lean methodologies and the world-renowned Training Within Industry (TWI) system. This was the beginning of a transformative journey that would redefine customer value and efficiency in barbering.

Crafting Excellence

With John’s guidance, Tom began developing a TWI-based training course for barbers. Their goal was to provide:

  • High-quality haircuts
  • Within a specific time frame (30 minutes)
  • By appointment
  • At an acceptable price
  • With minimal customer effort
  • Ensuring a great overall experience

Building Foundations

Tom opened his home salon, where he could experiment with innovative tools and techniques to eliminate waste and enhance haircut quality. They identified two key customer groups: busy professionals seeking efficient, high-quality haircuts and other barbers in need of superior training.

2019: Vision and Values

Tom and John regularly met to refine their business strategy using Lean principles, mind mapping, and A3 planning. They established a clear vision, mission, and values for Sage Hair Care, focusing on safety, quality, delivery, cost, and people. Their research and planning laid the foundation for an exceptional customer experience.

Research and Development

Primary research confirmed a strong demand for high-quality, no-wait haircuts. With support from Business Wales and Cardiff University, Tom developed innovative barbering tools and improved training methods. Their focus was on tools that would significantly enhance the haircutting process.

Continuous Improvement

With the help of Business Wales, Tom and John fine-tuned their business plan and collaborated with Cardiff Metropolitan University on product design and prototyping. Testing their training course with another trainee yielded impressive results, exceeding expectations.

Recognition and Refinement

Tom’s talent was recognized when he became the runner-up in the British Master Barber of the Year competition. They also began developing their brand and sourcing high-quality hair care products, refining their value proposition and exploring potential salon locations.


The Birth of Sage Hair Care

Sage Hair Care Ltd. was officially established. Tom and John focused on branding, social media campaigns, and training Tom’s brother, Dan, who quickly became a professional barber. After an extensive search, they secured the perfect salon location. Despite the challenges of the lockdown, they persevered, completing the refurbishment and preparing to welcome their first clients.

Our Commitment

At Sage Hair Care, we are dedicated to making it easy for busy men to get precision haircuts without the wait. Our commitment to continuous improvement and customer satisfaction drives everything we do. We invite you to experience the difference at our salon, where tradition meets innovation. Visit us at Sage Hair Care and discover the ultimate barbering experience in Cardiff.

Our Mission

Mastering Precision
in Every Cut

At Sage Hair Care, our mission is to redefine the barbershop experience in Cardiff by blending traditional techniques with innovative hair care practices. We are committed to providing exceptional service through continuous education and skill enhancement of our stylists. Our goal is to create a welcoming environment where every client leaves feeling confident and valued.
Sage Hair Care - Cadiff Barbers in Fairwater - Mastering Precision in Every Cut

"Thought I'd check this place out after the good reviews. I can see why people are raving about it. Great to see two brothers so passionate about cutting hair and branching out with their own business. They squeezed me in at short notice with Dan and he did a great job styling my hair whilst keeping the length. Will be back soon."
Lee Thomas
Lee Thomas

Highly highly recommend, so much more than just a barber shop. Best customer service and shop vibes to match. I’ve never had such a high end experience like this before and the finished haircut is unreal - definitely found my new go to barber💈
William Dauncey
William Dauncey

Making It Easy for Busy Lives