beauty crafters

Whitney Vermeer For Baxter: An Elegant Touch

March 29th 2017

A razor-trimmed bang or a subtle shag – for Whitney Vermeer, barber and education director for Baxter of California, gentlemen can also have fun with new trends. Between minimalism, fashion and social media, FAB visited her multidisciplinary universe.

Photo credit: @bethcath

A Global Vision

Growing up, Whitney Vermeer, born in Minnesota, preferred fashion shoots and trends to maths and language classes. Over a cup of tea, her grandmother encouraged her to pursue a hairdressing career. Vermeer faced the initial challenges, studied and built a name in the editorial world, in part thanks to her photos on Instagram. She started her own studio, The Aesthetic x Whitney Vermeer, where she shared a space with artists from all domains, designers and artisans. She started working on the curriculum for the academy at Baxter of California, also helping on the brand’s visuals with Adonis-like models, photographers and a trendy wardrobe.

“I love their brand, visually, so much – the laid back California look and a lived-in texture,” explains this 30-year-old, long-haired brunette. “I love the look of their products. It is a lifestyle brand. The man it represents is every man. You can do a polished look or a relaxed look, and that’s most men’s lifestyle.” 

Photo credit: @bethcath

Urban Inspirations 

While the young barber mostly looks up to the edgy cuts of legendary pioneer Vidal Sassoon, she finds ideas everywhere around her. From the sleek suits of fashion designer and photographer Hedi Slimane to his mysterious images, from streetwear basics to the lines of architectural masterpieces, her inspirations are as varied as the mood boards she feeds with research on Instagram and Pinterest. Her own Instagram account, followed by over 13,000 fans, is filled with black and white fashion photos. It is this sharp aesthetic that has fueled her success, and helped her win the NAHA prize in 2016 for Men’s Hairstylist of the Year.

“People have this mindset that guys don’t care about how they look and try new looks, but that’s not really where the industry is going,” says Whitney. “Men want to use products and they want to learn tips, but still it has to be relatable to every man. They want to look good.”

Photo credit: @bethcath