Beyond the Chair: Building Brand Partnerships That Actually Align

I’m excited to share that I’ve officially partnered with Mizutani Shears and recent project with Adobe—two brands that have been part of my workflow for years. But this isn’t just an announcement. It’s a reminder that there are more ways to expand beyond the chair than we often realize, and today I want to pull back the curtain on how this all came to be.

If you’ve ever wondered what brand partnerships actually look like, how they happen, or whether they’re even possible for you—this one’s for you.

How It Started: A Competition I Almost Didn’t Enter

My first real taste of brand work wasn’t planned. It was 2013-2014, and Pacinos was running an online competition. At the time, I was already posting tips and tricks on Instagram, so I thought, “Why not? Could be cool.” But honestly, what hooked me was the competitive side of it. I’m naturally competitive, and that drove me more than any strategic plan.

I had zero knowledge about brand partnerships back then. I didn’t know anyone who had done it. I didn’t even know what it would entail. I just showed up, did the work, and learned that this was an education journey—not just a one-time gig.

Looking back, I went into it open-minded and curious. No misconceptions to unlearn because I had no expectations. Just a willingness to try something new as to get my work out there even more.

What “Alignment” Actually Means

Fast forward to today, and I’ve learned that alignment isn’t something you create once a partnership starts—it’s something that already exists.

Mizutani Shears: A 9-Year Relationship

I first used Mizutani Shears in 2015, about four years into my barbering journey. Before that, I was working with basic branded shears that always needed rubber grips because they were never comfortable or fit my small hands. I had no idea what quality was until I tried a new set of Mizutanis.

Mizutani stood out immediately. I loved how they looked, how they felt, and the craftsmanship behind them. They’re hand-crafted—not mass-produced—and you can see it and feel it in every detail. As someone who’s been with Babyliss Pro since 2016 for the same reason, I’m naturally drawn to brands that care deeply about what they create.

I treat my clippers, trimmers, and even my cameras the same way. I love having variety and options—tools that perform at the highest level while also looking their best on my station. Mizutani gives me that, and after nine years of using their products, this partnership feels like the most natural next step.

Adobe: 7+ Years of Creative Flow

The Adobe partnership is equally exciting because I’ve been using their suite religiously for over 7 years—Lightroom, Premiere, Photoshop, After Effects, Adobe Express, Media Encoder, and more.

What’s wild is how obvious this alignment is. Of course this makes sense. I’ve been using these tools to create, edit, and produce content long before any conversation about partnership. It’s what helps me juggle the many lanes I operate in as a creator, and promoting something I already rely on daily? That’s easy. That’s genuine.

Here’s my filter for partnerships: Would I use this with or without the deal?

If the answer is no, I say no. It has to be something authentic to my everyday life. A win-win on both sides. That’s non-negotiable.

The Shift: Thinking Beyond the Chair

Around year five or six of barbering, I started feeling burnt out. The work felt repetitive—same clients, same conversations, same four walls. Then I attended industry shows and started talking to people doing things I wasn’t. That shifted everything.

I realized there was a whole world beyond the chair, but stepping into it wasn’t without fear. When you start traveling for education or brand work, your schedule changes. You become less reliable to the weekly or bi-weekly clients you’ve built your reputation on. I had to learn how to pass clients to other barbers and shift my clientele to people who only needed me once a month.

That transition was uncomfortable, but necessary.

Today, brand partnerships give me income stability through longer-term contracts, creative fulfillment through varied work, and schedule flexibility to design my days. Yes, there are more obligations and responsibilities, but I still have the freedom to make it all work on my terms. And that makes it fun. Cutting hair in the shop was fun in ways that helped me break out of my shell—it was social, it was immediate. But venturing into education gigs, building long-term partnerships where we both grow together, doing independent education stops, and freelancing in the content and influencer space has opened up entirely new lanes in my life. I feel the most free and never bored because I never know what the next 6 months will look like!

I’ve explored dance content, broader content creation topics, and soon I’ll be launching online education in both the hair and content creation space. But here’s the thing—I don’t see myself as just an “influencer.” More authentically, I’m a creative who’s passionate about education. My influence isn’t about throwing a product in front of the screen. It’s about sharing a way of life—tools that make my life easier, that I genuinely love learning about, and then passing that knowledge to others who need the same tools. I’m speaking to like-minded people, not the masses. I have a very niche but broad audience now. It started with barbering, and now I’ve expanded into content creation and tech. And that evolution? That’s what keeps it interesting.

Lessons for You: How to Start Building Toward Partnerships

Whether you have 5K, 10K, or 50K followers, here’s what I’d tell you:

1. Start with what you already have.

Look at the brands you currently use. Are they active in education? Do they work with creators online or locally? Gear your content to attract that type of partnership. Show them what it could look like to work with you—give them a glimpse of the value you’d bring. This is the proper way to pitch yourself, to network online, and to approach ANYONE you’d want to work with. Be honest by looking at your page and asking if the brand or person you’re seeking would be able to understand what you do and who you are through your channel—and if that’s unique enough that you’re the one they can’t let pass by.

2. Build your identity first.

Brands aren’t looking for someone who can create alignment once the partnership starts. They’re looking for someone who already has it—a clear identity, aesthetic, style, and reputation that naturally fits into their world.

You need a portfolio, consistent content quality, audience engagement, and expertise in your niche. If you have less than 5,000 followers, focus on building. At 10K+, brands start looking at you differently. But the number alone isn’t enough—it’s the consistency and value you demonstrate.

3. Don’t stop evolving once you land a partnership.

The biggest mistake I see people make? They get some form of a deal and then stop finding ways to grow. Not everyone makes it to the 10-year mark with a brand. The landscape changes constantly, and you have to continue being valuable in multiple ways—building new skills, exploring new positions, staying sharp, and staying relevant. There are people I started with who have completely slowed down on building their online presence, and losing relevancy causes us to lose our leverage as the times shift—and it shifts fast. A LOT of people are getting into this space giving their all, their 100%. So if you’re not giving 100%, imagine how fast you’re letting people who started after you pass you by. It’s a level playing field when we log online. Everyone has the same time and chance to position themselves as someone you don’t want to lose or someone you can let pass by. This isn’t just for brand partnerships, but for clients as well. Imagine how much faster you can booked locally or when you decide to move to a new city. Your personal brand follows you.

4. Self-audit your page this week.

Ask yourself: Does this page reflect the opportunity I’m looking for? Is my content consistent? Does it show the value I could offer a brand or company?

You have to start with value before seeking opportunities. Once you can clearly show what you offer, you have a much stronger push against the competition.

And last…

Brand partnerships aren’t reserved for a select few. They’re available to anyone willing to build something authentic, stay consistent, and continue evolving. It starts with showing up for yourself, refining your craft, and being patient with the process.

This road wasn’t what I thought I wanted, but it was what I needed. And if you’re reading this wondering whether there’s more out there for you beyond the chair—there is. You just have to start building toward it, find your lane within the space, and align with it.

Let’s keep growing. The World is Yours.

SOF!