Cultivating Culture: STMNT Grooming Founders Share Their Advice on Style and Social Media

Julius Arriola and Sofie Pok at “Cultivating Culture”

STMNT Grooming is more than just a men's grooming line. It's a community that's all about helping men feel their most confident, most bold, and most authentic. 

We saw this first-hand when we joined the brand for their "Cultivating Culture" event in April. While Look and Learn sessions covered practical step-by-step grooming tips, they also explored the deeper human experience of the barber calling. Attendees discussed their passions, fears, and missions. The sessions were raw, vulnerable, and personal. 

A Look and Learn Session at Cultivating Culture. Image courtesy of STMNT/Lab Studios.

Founded by a collective of industry-renowned barbers who are famous for their creator-driven approach, STMNT Grooming designed their products to help men upgrade their routines without overcomplicating things. We caught up with two of the founding members of the collective, Julius Arriola aka JULIUS CVESAR and Sofie Pok aka STAYGOLD31 to discuss some of the themes that emerged during the event, including the evolving relationship that barbers have with social media.

What is your advice for people who are looking to cultivate their own personal style? How can barbers help them do that with STMNT?

Julius Arriola aka JULIUS CVESAR. Image courtesy of STMNT/Lab Studios.

Julius Arriola: Hair is an identifier, and with STMNT we created energizers for that identifier that can bring your look to a level where it's truly for you. Especially right now in social media, you've got the over exposure of so much inspiration. And with that, there's also over-consumption.

Clients land in our chairs with ways they really want to express themselves. And it's our job as professionals and as curators within the culture to take what they're talking about and what they're inspired by to polish it up and bring it to a state that is custom tailored to them.

Sofie Pok aka STAYGOLD31. Image courtesy of STMNT/Lab Studios.

Sofie Pok: It was important for us to create a line that allowed people to find something that particularly worked for their hair, not for a one-size fits all type of line. STMNT was made to very much evolve with you through your phases of life.

Currently, we have 19 products in the range, and "Shave" is our newest collection [that launched May 1st]. 

What is your philosophy for approaching your own social media and avoiding the trap of comparison? 

JA: My social media has always been a mix of professional presence blended with the curated creative identity.

I think it’s important to not see it as a comparison tool firstly – rather, a personal documenting of my vision, creative processing, my growth, and genuine energy in digital format. 

I focus on providing a sense of who I am and what my world feels like. Those who are willing to tune in to my social media, do so because they are intrigued by the story and body of work being presented – not for trends or the chasing of.

SP: For me, it’s really about staying present and documenting what’s true to my journey. I’ve never approached content as something I have to “create” on top of everything else, I just share what I’m already doing. That mindset has helped me stay consistent over the years without burning out or getting caught up in comparison.

Do you have any advice for barbers and beauty professionals who are just starting their social media journey for their professional brand and feel like they are late to the game/the algorithm is stacked against them?

JA: You. Are. Not. Late. Simple as that.

Everyone has their own timeline – You just need to press GO. We’re in such an amazing time in social media in a way where “perfection” isn’t the priority anymore. 

People want to see authentic presence, real work, and relatability. Don’t focus on chasing the new trend. Dial in on solidifying “Point of View”. 

Everyone wants to feel part of SOMETHING, and that includes what they consume on social media. If your work is clear, your flavor has its own taste, and your digital voice is genuine –  in due time, you’ll build a social presence unique to you and your work/journey.

SP: You’re never late to the game. Everyone’s timing is different, and the opportunity is always there. 

It’s easy to feel intimidated by what you see, but the goal is to use that as inspiration, not comparison. 

The biggest thing is staying consistent and putting in the reps. The more you practice your craft, your content, and how you communicate your brand, the more you’ll grow. That’s what really moves things forward.

Lizzy Sherman, Co-Founder of Spa & Beauty Today

A University of Michigan graduate, Lizzy Sherman is an award-winning writer and editor. You can also find her work in publications including Healthline, Sports Illustrated, Yahoo!, MindBodyGreen, Men’s Journal, Bezzy, and more.

She has been a featured guest speaker at Cal State University Northridge, Digital LA, and The National Association of Audience Marketing Professionals.

When she's not writing, Lizzy enjoys yoga and playing guitar. Follow her on Instagram and Twitter: @zillizy, @zillizy16