Founder Spotlight With Sheena Lister, The Barb Shop
Photo Credit: The Barb Shop
Sheena Lister is the Founder of The Barb Shop, a hair and beauty brand dedicated to creating products for people who express themselves through short hair. Sheena started the company because she felt unseen in the industry and realized she was not alone in this struggle. Since then, Sheena has created a brand that centers around people with short hair, providing products, services, and a community made for and marketed to them.
During the interview, we learned the story behind Barb, how Sheena used her personal network to get the brand off the ground, and her plans for the company. Sheena also shared her experience dealing with haters and how she has been able to turn them into supporters.
Let’s jump right in!
What was the inspiration behind The Barb Shop, and how did you get started?
My personal experience inspired me in both barber shops and salons. I paid too much in salons for a haircut every 8-12 weeks and felt slightly out of place. Not very many customers looked like me. I was often the only woman in barbershops, and barbers were always “intimidated” by my hair. On the product side of things, before my wedding, I was trying to figure out what type of product to use. That’s when I realized most products were made for and marketed to men.
Barb got started with luck and networking. Unfortunately, that is the name of the game.
There's no way around it. I got connected to an incredible manufacturing partner. I probably wouldn't be here today if it weren’t for them and the person who connected me to them, mainly because the barrier to manufacturing products is enormous. You have to be a celebrity or have a shit ton of money.
What does your creative process look like when working on a new product?
We have an incredible R+D (research and development) program called the Ba(R)b+D. We partner with stylists and barbers across the country. These partners help us test and develop new products. They get compensated for their time and a percentage of the product's revenue.
There are so many products and companies doing so many great things. Our challenge and opportunity is how we differentiate and what it would look like to bring products purchased by women in the men’s aisle to the women’s aisle. I am an experiential marketer passionate about branding, so we always consider the differentiation piece during the creative process.
Photo Credit: The Barb Shop
What is one challenge you have faced as the Founder of The Barb Shop and how did you navigate it?
One of the biggest challenges was not having hair/beauty industry experience before founding Barb. Based on my journey in San Francisco, I knew a few salon and barber shop owners, so I reached out to them initially. They became our early adopters and some of our highest-paying wholesale accounts to date. Those early wholesale accounts really helped us get momentum via word of mouth. So even though I didn’t have direct connections to the beauty industry, utilizing my personal network was extremely helpful.
What is your long-term vision for The Barb Shop?
To become the go-to hair care brand for short hair and to evolve the beauty industry by creating a new category rooted in inclusion, acceptance, and living your truth. Also, right now, we’re focused on styling products like our signature pomade and potentially venturing into creams.
Our ultimate vision is to create other products that help people express themselves while rocking their hair however they want to.
Photo Credit: The Barb Shop
If you could give one piece of advice to future LGBTQ+ entrepreneurs, what would it be?
Be yourself and ignore the haters (or turn them into supporters).
Most of the hate we have received has come from within our community. In my opinion, that is unacceptable, so I always say face it head-on. When we started Barb, a prominent podcaster from the LGBTQ+ community, slammed us on Twitter. Their tweets went viral, so I decided to deal with it head-on. I contacted the podcaster directly, we got on a call, and I told them, “There’s a real person on the other side of this business." Once somebody has an honest conversation with you and sees that you're a person, that's where the magic can happen.
What LGBTQ+ owned brands are your go-to's and why?
Pinhole Coffee: Shout out to delicious coffee from the Bay Area
Omsom: They live by their “loud and proud” mantra, and it is felt throughout their amazing Asian sauces, noodles, and brand
Peau De Loup: Simple, great clothing founded by awesome humans
Can you tell us about one of your core values and how you incorporate that into your brand?
Self-expression. We have always celebrated self-expression and encouraged our community to show up exactly how they want to.
How do you care for yourself, especially during this moment in history (a record number of anti-LGBTQ+ bills passed and increased violence against our community)?
I lean on my family, friends, and community while advocating for what's right. I call out people whose values may not align and stay open to hard conversations.
The older I get, I find there is no point in not being yourself.
I've learned that life's too short since having kids and being in a long-term relationship. Your hair, though, is never too short.
Also, as a passionate and occasionally stubborn person, I had to learn that sometimes I need to give up. Some people are not worth the fight. You'll find people who will listen and have a two-sided conversation. But you will also find people who refuse to see your side, no matter how hard you fight. Even with my parents, who I love, I've learned to let go, which ultimately can be self-care.
Who is your favorite LGBTQ+ celebrity and why?
Sara from Tegan and Sara. My mom met her in an elevator, and the rest is history. She is so nice and supportive (and responsive to emails). She also happens to be from my hometown Calgary, Canada. Yahoo!
Can you share one fun fact about yourself?
I’m awesome at thumb wars and arm wrestling.
