Tom Roberts, 29, from Birmingham, founded Dementia Friendly Barbers seven years ago after his grandmother Lil died of dementia at 98. He wanted to offer grooming services to care home residents, but quickly realized the reality was harsher than expected. 'They've shaved their cheeks, but underneath was unshaved for years, their hair was a mess, they had food in their beard. It was brutal to see,' he told Metro.
Building a specialized service
Starting at age 22, Tom visited care homes alone, facing challenges like residents repeating themselves, becoming aggressive, or walking out mid-haircut. 'You want to be thorough and give them a good service, but it was scary at first,' he said. Today, his business has 16 specially trained barbers visiting 200 care homes across the UK, serving men up to age 110, most with neurological decline.
Creating a nostalgic barbershop experience
Tom developed a barbershop setting with vintage car pictures, old film star photos, and music from Elvis and Frank Sinatra to trigger memories. At Berkley care home, a barbershop resembles a man-cave mixed with a 1960s salon. Barbers use hot towels, close shaves when safe, or electric shavers with a razor-less cutthroat for authenticity. Each session ends with moisturizer, face massage, and aftershave.
Community and mental health benefits
Co-owner Cordell Cabey, 34, said the service helps men recharge and reconnect. 'It creates a little bit of a community of men each month, they sit together, drink non-alcoholic beer and play dominoes while they’re waiting for their haircuts. It’s good for their mental health,' he explained. New friendships often form, and some residents find love again.
Emotional toll of losing clients
Tom recalled a Welsh client named Alfie, with whom he formed a strong bond. 'I’ve never had a granddad and we had this strong bond. I’d look forward to going to see him, but then I just watched him slowly deteriorate to the point where he couldn’t walk, he was in a wheelchair and then he couldn’t talk, he couldn’t remember anything. After that, I’d go to his bedroom and give him a haircut and a shave, until he passed away. That is the most challenging part of the job for me. It does get really sad.'
Advice for families and dos and don'ts
Tom and Cordell offer guidance on their free Memovo platform, including brain training games and videos on shaving loved ones at home. Tom advises not asking residents about their age or job, as it causes distress when they forget. He uses scents and massage to bring them back to the moment. 'It’s sad watching people lose their memory. You build relationships with them, but the next time you come they don’t know who you are. You have to keep on trying to rebuild that relationship constantly,' he said.
Lighthearted moments and life lessons
Tom noted that romance is common in care homes. 'You’d think that sex doesn’t happen in care homes, but it’s extremely prevalent. And there’s loads of love stories. We always ask what the secret to a happy marriage. They usually say patience, perseverance – and separate beds,' he laughed. He added, 'We see ourselves as very fortunate to be able to pick the brains of people that have lived such extraordinary lives. I think it’s one of the real perks of the job. You start to view life differently.'
