Reuzel The Complete Story of the World's Most Famous Barbershop Brand

"We don't just sell pomade. We sell a way of life."

— Leen & Bertus, Founders of Schorem Barbershop

There are brands that simply sell products. And then there's Reuzel — a brand born inside an authentic barbershop, by barbers who refused to compromise with mediocrity ✨. Its story begins in Rotterdam, Netherlands, at the legendary Schorem Haarsnijder en Barbier, and evolved into a global phenomenon that redefined how men view grooming.

This isn't just an article about pomades. It's the story of how two Dutch barbers transformed their passion for classic masculine aesthetics into a brand that today sits in every serious barbershop on the planet ✔️. From the first grease pomades to the modern grooming line, every Reuzel product carries within it the Schorem philosophy: authenticity without compromise.

Reuzel is the #1 barbershop brand worldwide, born at the legendary Schorem in Rotterdam. From classic grease pomades (Pink, Green) to modern water-based and matte options, it offers a complete styling range for every hair type and look.

In 2007, in a Rotterdam neighborhood most people would avoid, two barbers opened a shop that would change everything.

Schorem Haarsnijder en Barbier wasn't a typical hair salon. It was a space dedicated exclusively to men, with a rule that made history: "No women or children allowed" ⚠️. Founders Leen and Bertus didn't just want to cut hair — they wanted to revive the authentic barbershop culture that had been lost in modern Europe.

The location was deliberate. Far from the glossy city centers, in an area with character and history. The interior resembled a 1950s barbershop: leather chairs, vintage posters, the sound of rock'n'roll, and the scent of authentic pomade lingering in the air ✔️.

"We wanted a place where men would feel like they're stepping into another era. Without rush, without compromise."

The problem came quickly: there were no pomades on the market that met their standards. Most products were cheap imitations or overly modern, lacking the feel and hold that classic haircuts demanded — pompadours, slick backs, quiffs ✨.

The solution? Make their own. And so the idea of Reuzel was born — a Dutch word meaning "lard," referring to the authentic grease pomades of the old days. What started as a need for their own barbershop would soon become the most recognizable pomade brand in the world.

What united the two barbers wasn't just the art of cutting hair. It was a shared hatred for mediocrity ✨. In an era when hair salons were becoming increasingly unisex, increasingly generic, they decided to go in exactly the opposite direction.

Their partnership is a business success case study. Leen brought technical excellence and deep knowledge of barbering tradition. Bertus transformed that expertise into a brand identity that spoke to every man seeking something authentic ⚠️.

Did you know? Leen & Bertus turned down acquisition offers from large companies multiple times, preferring to keep control of the brand.

Their philosophy was simple but radical: do whatever you do with greatness or don't do it at all. This was expressed in every aspect of Schorem — from the music selection to how they serve a drink to the customer after a shave ✔️.

Today, despite Reuzel's global success, both continue to work at Schorem. They're not just entrepreneurs — they're barbers who love what they do. And that's perhaps the biggest secret to their success.

In a world full of mass production and superficial marketing, Reuzel chose to stay true to one principle: authenticity doesn't compromise.

Reuzel's philosophy wasn't born in marketing meetings. It was born in the barber chair, through countless hours of work with real customers ✔️. Leen and Bertus understood something big companies ignored: men don't just want products — they want an experience that respects them.

This means products that work without excuses. Pomades that hold all day. Scents that aren't overly sweet or vague. Packaging that speaks quality from first glance ✨.

The "Schorem Way" influenced the entire industry. Before Reuzel, most pomade brands spoke to consumers. Reuzel spoke to barbers — and they in turn became the best ambassadors any brand could have ⚠️.

Authenticity isn't a marketing strategy — it's DNA. And when something is in your DNA, you can't fake it. That's why every barber who tries Reuzel understands immediately: this isn't just another brand. It's the voice of their community.

Two colors that became symbols. Two formulas that started a revolution in the world of grooming.

The choice of the name "Reuzel" — meaning lard in Dutch — wasn't random. It was a statement. Leen and Bertus wanted to honor the authentic pomades of the 1950s, based on lard and wax, not water and chemicals ✨.

Pink came first — a no-apologies grease pomade with strong hold that could support even the most demanding pompadours. Green followed as the more "everyday" option, with medium hold and easy restyling. Together, they covered 90% of a modern barbershop's needs ✔️.

Signature Scent: Reuzel's fragrance — a unique blend of apple and vanilla — became instantly recognizable. Today, when you smell that scent, you know exactly what it is.

 The Evolution of the Range:

In less than a decade, a local Dutch brand became a global phenomenon — without TV commercials, without celebrity endorsements.

Reuzel's expansion didn't follow conventional marketing rules. There were no mainstream media campaigns, no celebrity partnerships. Growth came organically, from barber to barber, from shop to shop ✔️. The community itself became the best marketing channel.

Social media played a catalytic role. Schorem's Instagram went viral, with millions admiring the classic haircuts, the space's aesthetics, the atmosphere only an authentic barbershop can offer. Every post was an advertisement for Reuzel — without ever looking like an ad ✨.

 Key Markets:

"Reuzel didn't need to convince barbers. Barbers discovered it on their own — and that's the greatest validation."

The "barber-first" strategy proved to be a winning formula. Instead of targeting the end consumer directly, Reuzel focused on professionals. Education, workshops, events — all designed to help barbers become better at their craft ⚠️.

The result? Every barber using Reuzel automatically becomes an ambassador. Every customer who sees the distinctive blue jar on the counter understands they're in a barbershop that cares about quality. That's the ultimate word-of-mouth marketing ✔️.

From two pomades to an entire range. Reuzel today covers every need of the modern man.

The evolution of the Reuzel range reflects the evolution of barbershop culture itself. It started with classic grease pomades for purists. Expanded to water-based for those wanting easier washing. And today it includes everything — from fiber pomades to matte clays, from beard foams to hair tonics ✨.

Every new product goes through the same test: if Leen and Bertus don't use it at Schorem themselves, it doesn't launch. This rule remains unchanged from day one ✔️.

 Reuzel Color Code — Selection Guide:

The beauty of the color-coding system is its simplicity. Even someone who knows nothing about pomades can choose based on color and the shine level they want. Each color corresponds to specific hold and finish — you don't even need to read the packaging ⚠️.

This "keep it simple" approach is characteristic of Reuzel. They don't try to confuse you with dozens of similar products. Each product has a clear purpose and distinct place in the range. This makes life easier for both barbers and customers ✔️.

Ask any professional barber which brand they trust. The answer will almost always be the same.

 Why Barbers Choose Reuzel:

Reuzel's relationship with the professional community isn't just commercial — it's collaborative. The brand systematically invests in education, workshops, and events that help barbers evolve ✔️. It doesn't just sell products; it builds a community.

Reuzel Roadshows travel around the world, bringing master barbers to share techniques and know-how. Leen and Bertus often participate personally, transferring their experience from Schorem to new professionals ✨.

Reuzel's presence in a barbershop also works as a quality signal to customers. When someone sees the distinctive products on the counter, they immediately understand they're in a barbershop that doesn't compromise with cheap substitutes ⚠️.

In Greece, Reuzel has become synonymous with the modern barbershop. From Athens to Thessaloniki, from large shops to small neighborhood barbershops, its presence is universal. And that's not accidental — it's the result of years of consistent quality ✔️.

In a market full of competition, Reuzel isn't just another brand. It's the benchmark against which all others are compared.

The Reuzel story isn't just the story of a successful brand. It's the story of how authenticity, quality, and loyalty to your values can beat big budgets and corporate strategies ✨.

Leen and Bertus didn't start with a plan to conquer the market. They started because they needed better products for their work. Success came as a natural consequence of their passion — not as an end in itself ✔️.

"Reuzel isn't just pomade. It's a statement: that you care about how you look, that you appreciate quality, that you're part of a community that respects tradition."

Today, 17 years after the first jar, Reuzel continues to innovate without losing its identity. New products, new categories, new markets — but always with the same philosophy established by the two Dutch barbers in Rotterdam ⚠️.

For those seeking more than a styling product — for those who want to belong to a culture, a tradition, a community — Reuzel is the obvious choice. It's no coincidence that every barbershop that respects itself has at least one blue jar on its counter ✨.

What People Say About Reuzel

Frequently Asked Questions About Reuzel ✨

Be the First to Know About New Products & Offers

Subscribe to the HairMaker.Gr newsletter and receive exclusive updates on Reuzel, grooming tips, and special discounts.

Giannis – Owner of HairMania Greece & Founder of HairMaker.Gr

Professional hairstylist and barber with 25 years of experience in hair and beard care. Owner of HairMania Greece and founder of HairMaker.Gr.

Together with the HairMaker.Gr team, I publish articles based on real product testing, customer feedback, and hands-on experience from the barbershop.

Questions about hair or grooming? Email us at info@hairmaker.gr .

Learn more about us

Follow us:
@hairmakergr | @hairmaniagr