How quarantine is reshaping masculinity symbol : beard in the middle east

Maintaining a beard or a moustache has never been more complicated. Barber shops are closed, preventing men from maintaining what embodies their manliness. Even if shops in the Middle East are slowly reopening, every boutique has to limit its capacity and men can only have haircut. This exceptional situation is about to change men’s beauty habits. Men are encouraged to shave their beard as it can increase the risk of infection and interfere with correct mask use.

Different types of beard cut allowed with the wear of masks

Facing the cancellation of their beauty rendezvous, men are trying to find alternatives: shaving everything, trying new styles… it’s in this particular context that we can ask ourselves: is Covid-19 about to free men from their beard?

If the current trend is to wear really geometrical and structured beard, is this about to change? Before explaining how coronavirus can transform the link between men and their beards, let’s have an historical reminder: how beards have been established as a symbol of manliness?

Reopening of Chaps & Co after the lock down, barber shop located in Dubai

There is historically a religious and social significance behind the wear of the beard that explain its importance…

Beard was considered at the Prophet’s time as a way to symbolize the belonging to the Muslim community. By changing their look, Muslim’s man tried to differentiate themselves from Persian’s man who used to wear moustaches. Having the same beard cut was a sign of resistance and opposition to their enemies. Therefore, because important figures of Islam, such as the Prophet, used to wear it beard was associated with wisdom and power.

Beard, as the only “accessories” exclusively for men, is sensitive to /following trends. If structured and symmetrical cut is the norm (and reflects the control that men had on their nature), it’s slowly changing. Quarantine is reintroducing naturalness into men’s beard standards. Because it’s impossible for them to have the same result as at the salon, they’re changing the way they tame their hair and we observed two reactions from them:

The most radical one is to shave it all! Indeed, since the beginning of quarantine, numbers of videos of men shaving their beards and moustaches are exploding. Famous leading figures have made this big change such as the Emirati Football Soccer Mohammed Fawzi who posted an Instagram video of his transformation. By shaving his beard, he generates a lot of reactions from his followers who were really surprised and amused by his act.

Screenshots of Mohammed Fawzi's Instagram

The other reaction is to keep the beard but to adapt its cut. Because men can’t have same result at home as what they have at the barber, they’re opting for less elaborated cuts. The beard seems less shaped and more “natural”. It’s this tendency that is softly about to redefining beard significance.

Beard is still a manliness symbol but now its cut has changed, and isn’t signifying the same thing. If masculinity was associated with a clean and controlled beard, quarantine is reversing that. This situation was for men a test that proved them that they can still be manly without following these really codified and strict beard cut. Considering that, we can imagine that manliness will becoming more adaptable and compelling. Men, by learning how to compose without barber shops, might go less there when the situation get back to normal.

Do it yourself beard and hair cut during quarantine by @oldyungmaynn on Instagram

With Coronavirus, If more natural and diverse cuts will become the standard, men are not going to be free from beards but more from these strict imposed shaving codes. Manliness will leave space for individuality by valuing and recognizing each men for their style and difference.

Lock down was full scale test and proved to men that they can live without going to the barber! Even if grooming their beard and moustache is important for Arab men, they found alternatives by trying less elaborated cut at home. That’s why for barber shops, the big issue is to attract men by diversifying services and create an ambiance that they can’t have at home.How to create an experience to encourage men to come rather than cut their beard in the loneliness of their bathroom?

Salons need to reinvent themselves and offer new services and thrilling experiences...

Going to the barber has to have new and motivating added value: from a functional experience to an emotional one. Boutiques could take that into consideration to become the place to be and meet others! Let’s have a look at what may be a good example: Local, a barber shop in Abu Dhabi hybrid place combining a barber shop, a sneakers/fashion shop and a coffee place where the decoration and music make you feel like you’re in Soho, NY. Ideal to hang out with friends...Even if you can’t have your beard cut!

Websites of Akin barber shop located in Dubai et Local barber shop located in Abu Dhabi

Finally, if barber shops want to strengthen their link with their customers, even if they’re coming less often, creating products for home would be a good option. Men can still have a part of the salon’s expertise at home. Also, because the wear of mask is hiding totally for what men dedicated time and effort, barber shops should create ranges of masks to show the shop's special identity (such as if it was the cut of a beard).