The paper considers psychological and sociological aspects of the male image formation via barber style - a set of hair and beard care routines that join aesthetics with historical tradition and social functions. The paper sets out to trace mechanisms through which barber style can affect self-esteem, social perception, and professional success, while also reviewing cultural and historical factors in the choice of style. The study is relevant because visual self-expression acquires ever greater importance in the context of social and professional competition, where the image forms an integral part of non-verbal communication. Scientific novelty is expressed in the combination of retrospective analysis (from ancient barbershops to modern-day practices) with data from sociological surveys aimed at establishing the role played by barber style as an identity management tool. The methodical base was ten sources: academic articles, web publications, and sociological studies were analyzed. Main findings emphasize that barber style serves a dual function: it boosts self-esteem through the creation of a controlled external image and forms a socially acceptable image regarding professional and cultural norms. Cultural differences make their point: conservative styles dominate in Western corporate environments, in other areas preferences are determined by religious or subcultural aspects. Practical advice would be to adapt the style to the context (classic haircuts for work, creative ones for self-expression) and regularly visit barbershops as an emotionally releasing ritual. This will be of use to psychologists, sociologists, specialists in the beauty industry, and HR managers who wish to help optimize the corporate image by understanding the role of visual self-expression in a professional environment.

barber style, image formation, psychological aspects, sociological aspects, self-esteem, social perception, cultural norms

Y.-N. Seok The Impact of Color Psychology in Graphic Design: A Comprehensive Review // Journal of the Korean Society of Cosmetology. — 2021. — №. 27(5).

The History Of Barbershops // BarbBros. URL: https://www.barb-bros.com/blog/The+History+Of+Barbershops (accessed: 15.03.2025).

Mastering first impressions: How your brain sizes up strangers in 7 seconds // Varsity. URL: https://www.varsity.co.uk/science/27468 (accessed: 17.03.2025).

U. Orth, R.W. Robins. Is High Self-Esteem Beneficial? Revisiting a Classic Question // American Psychology. — 2022. — №. 77(1).

Paying Attention to Your Appearance Is Key to Good Communication with Others? // Agu Research. URL: https://research.a01.aoyama.ac.jp/english/insights/paying-attention-to-your-appearance-is-key-to-good-communication-with-others/ (accessed: 19.03.2025).

The Importance of Beard Trimming and Facial Hair // The Kingsman Grooming Studio. URL: https://kingsmangroomingstudio.com/mens-grooming/the-importance-of-beard-trimming-and-facial-hair-care/ (accessed: 22.03.2025).

% of Men Have a Lack of Confidence in Everyday Life Because Of Their Hair // Modern Barber. URL: https://modernbarber.co.uk/70-of-men-have-a-lack-of-confidence-in-everyday-life-because-of-their-hair (accessed: 25.03.2025).

Are Men With Beards More Desirable? // The New York Times. URL: https://www.nytimes.com/2017/05/17/well/family/are-men-with-beards-more-desirable.html (accessed: 29.03.2025).

C.Y. Cheong, A. Bahardin. Psychology of Image // Cuadernos del Centro de Estudios de Diseño y Comunicación. — 2020.

Research Shows 58% British Men Visit a Barber Regularly // Modern Barber. URL: https://modernbarber.co.uk/research-shows-58-british-men-visit-barber-regularly (accessed: 14.04.2025).