StyleCraft has become a trusted favorite among barbers, stylists, and retailers by blending high-powered engineering with sleek, fashion-forward design. Founded by father-and-son duo Ken Russo and Austin Russo, the brand has quickly carved out its own space as a bold, innovative force in the industry.
More than just tools, StyleCraft delivers products professionals rely on, customers ask for by name, and store owners can count on to sell fast. In this exclusive Q&A, Matt Johnston shares the brand’s journey, what makes their clippers and trimmers stand out, and why the demand for next-level grooming tools shows no signs of slowing down.
OTC Beauty: StyleCraft has made a name for itself in the world of grooming tools—what’s the story behind how the brand got started?
Matt: StyleCraft was born from a family legacy in hair and beauty, founded by father-and-son duo Ken and Austin. With decades of combined industry experience, they recognized gaps in traditional tools and set out to create something different, modern, reliable, and innovative. Drawing on their background with a former brand, they infused their own culture and vision, giving StyleCraft its edgy, cool, and distinct identity in the barber and beauty world. United by a passion for creativity, precision, and performance, they built a company committed to delivering grooming tools that merge artistic intent with engineering-grade quality designed to stand out and push the industry forward.
OTC Beauty: What is your role at the company and why did you want to work there?
Matt: I am the Social Media Manager for Barber at StyleCraft, where I draw on my background in beauty and hair marketing to build and amplify the brand. When StyleCraft launched, I saw an opportunity to leverage social media as the primary marketing tool especially during the Covid lockdowns, when barbershops, salons, and stores were closed and digital platforms became the only way to connect. By blending cultural insight with marketing expertise, I set out to bring StyleCraft’s personality to life online and establish its presence in the barbering community.
OTC Beauty: Your products are known for blending cutting-edge technology with sleek design. What’s the product development process like at StyleCraft?
Matt: Our product development process begins with market research to identify emerging technologies and unmet needs in the industry. We focus on creating tools that solve real problems while expanding and strengthening our portfolio. Always looking ahead, we aim to stay steps ahead of the market by delivering innovative solutions that set new standards in performance and design.
OTC Beauty: Barbers often say their tools are an extension of their hands. What do you hear most from professionals about how your clippers and trimmers perform in the shop?
Matt: Barbers consistently share that they love our tools for their power, innovation, and fresh design. Many professionals are drawn to StyleCraft not only for the advanced technology but also for the brand’s cool, edgy aesthetic. With bright colors, customization options, and a modern look that breaks away from the “same old” industry standard, we’ve introduced a new perspective that sets us apart and has made a real impact in the barbering community.
OTC Beauty: What do you want store owners to understand about the demand for StyleCraft products among barbers and stylists?
Matt: Our product launches sell out quickly because the demand is real and the quality speaks for itself. StyleCraft tools are trusted nationwide for their performance and innovation, and they don’t sit on shelves, they move fast. Beyond delivering great tools, we provide education and value through a roster of world-renowned barbers and stylists who serve as both educators and influencers. They play a vital role in bringing our products to life and driving excitement in the professional community.
OTC Beauty: StyleCraft operates under the same umbrella as Gamma+. How do the two brands differ?
Matt: StyleCraft is our own brand, while Gamma+ is a sister brand through our partnership with Gamma Più in Italy. Gamma+ North America operates as the distributor for their professional tools in this market. Gamma+ is focused exclusively on professional-grade products, whereas StyleCraft spans professional, prosumer, and consumer segments, making it accessible to a wider audience. StyleCraft also brings a bolder, more fashion-forward aesthetic, while Gamma+ maintains a more traditional, professional feel.
OTC Beauty: Innovation is clearly a focus for StyleCraft. Can you walk us through a recent launch or upcoming release that excites your team?
Matt: I’m especially excited about our new Sage Cordless Curling Iron and Wand. Its versatility is unmatched. The removable spring clamp allows users to create multiple curl patterns with a single tool. Plus, its cordless design makes it truly portable, so it can go anywhere from the car to the gym to a night out, bringing convenience and innovation together in a way the industry hasn’t seen before.
OTC Beauty: What role does user feedback—from barbers to everyday consumers—play in refining or creating new tools?
Matt: Customer feedback is at the heart of what we do. We listen closely and adapt quickly, making improvements in real time whenever possible. Every insight helps us refine our tools and, more importantly, guides the development of future innovations ensuring each product is the best it can be.
OTC Beauty: What sets your motors or blades apart from other pro-grade clippers on the market?
Matt: Our motors are engineered with the latest technology (Vector, brushless, and super-torque) delivering unmatched power and performance that set the standard in the industry. Just as impressive, our blades have earned a stellar reputation worldwide, from the precision of the Faper and Echo blades to the versatility of the X-Pro and “The One” cutting blade. Together, they define the innovation and excellence professionals expect from StyleCraft.
OTC Beauty: How do you support your retail partners—from in-store displays to marketing assets or education?
Matt: We support our partners with a full suite of marketing and education tools. This includes providing educators for in-store training and trade shows, collaborating on social media for giveaways and product launches, and sharing a ready-to-use content calendar complete with assets and captions. To make in-store promotion seamless, we also supply flyers, branded LED signs, and shelf talkers. Everything needed to showcase and move the product with ease.
OTC Beauty: As a family-owned business, how does that personal touch shape how you do business or serve the barbering community?
Matt: As a family-owned company, we have the agility to move quickly whether it’s developing new products, launching projects, or creating artwork without the delays often seen in large corporations. This family foundation also fosters a unique culture built on authenticity and collaboration. It enables us to form closer, more meaningful relationships with professionals and, ultimately, with the consumers who use our tools every day.
OTC Beauty: StyleCraft products are often talked about online—how has social media or influencer marketing played a role in your brand’s growth?
Matt: Social media and influencer marketing are the backbone of our strategy, driving awareness and growth for StyleCraft from the very beginning. The timing of the Covid lockdowns amplified this impact, as social media became the primary channel to reach professionals and consumers. By cultivating strong relationships with a vast, dedicated barber community and partnering with hundreds of influential voices in the industry, we’ve built a powerful online presence. Today, social media is not only where people first discover brands. It’s where StyleCraft has established itself as a trusted, recognizable name.
OTC Beauty: What’s one myth or misconception about high-performance grooming tools that you wish more store owners or barbers understood?
Matt: A common misconception is that investing in high-performance tools isn’t worth the cost. In reality, these tools save money over time by reducing the need for frequent replacements. Beyond durability, their advanced engineering delivers faster, more efficient results cutting service time significantly and allowing professionals to see more clients in the same amount of time.
OTC Beauty: What’s next for StyleCraft? Are there any long-term goals, innovations, or expansions your team is excited about for the future?
Matt: We’re focused on making a strong impact in the beauty category by developing new products, expanding distribution channels, and partnering with top influencers. Our goal is to accelerate growth in beauty and bring it in line with the momentum we’ve built in barbering.
