Why American Crew? The barber's guide to the world's leading men's grooming brand

Why barbershops across South Africa build their chair and their shelf around American Crew: the heritage, the styling line-up, beard and shave, grey blending, and how to stock it all at trade prices from Lime Light.

What is American Crew?

American Crew is a professional men's grooming brand created for men and the stylists and barbers they trust. In 1994, stylist David Raccuglia saw a future where men would care about their look as much as anyone, without losing their edge. More than 30 years later, American Crew is the leading professional men's grooming brand in the world, across hair, body, shave and styling.

Its commitment has always been to the professional barber and stylist, backed by industry-leading education such as ACED Academy, launched in 2021 as a global standard in barber and stylist education.

Why do barbers choose American Crew?

1. Built for men, by people who cut men's hair

American Crew was started by a stylist, for barbers and stylists. Every product is designed around how men actually wear their hair, and how barbers actually work.

2. Heritage, trust, performance and innovation

American Crew sums up its promise in four words: heritage (a legacy shaped by decades of expertise), trusted (professionally built, proven where it matters), performance (engineered to deliver every time) and innovation (designed for what's next).

3. A hold and finish for every cut

Fades, crops, quiffs, pompadours, textured fringes, slick-backs: the styling range covers light to heavy hold and no shine to high shine, so you always have the right product for the look.

4. Fiber: the product that changed men's styling

Launched in 1995, Fiber gives high hold with a low-shine, natural finish and pliable texture. It is still one of our two best-selling American Crew products, alongside Matte Clay.

5. Everything for the chair

Haircare for the basin, styling for the finish, beard and shave for the detail work, and Precision Blend to blend grey in the chair. One brand covers the whole service.

6. Retail that sells itself

Clients recognise the pucks and ask for them by name. Finish every cut with American Crew, show the client how much to use, and the product goes home with him.

Which American Crew styling product should I use?

Pick the product by the hold the style needs and the shine the client wants:

What is the difference between Fiber, Matte Clay and Pomade?

• Fiber: high hold, low shine. The strongest of the three, with a fibrous, pliable texture that works on most hair types.
• Matte Clay: medium, workable hold with no shine. Our best seller: the go-to for modern, natural-looking texture.
• Pomade: medium hold, high shine. The classic wet-look finish for slick and polished styles.

What American Crew beard and shave products do barbers need?

Precision starts with the shave. These are the essentials for line-ups, hot towel shaves and beard trims:

• Ultra Gliding Shave Oil: pre-shave glide for a closer, more comfortable shave
• Precision Shave Gel: clear gel so you can see exactly where you are cutting, perfect for line-ups and edges
• All-In-One Face Balm SPF 15: soothes after the shave and protects from the sun
• Beard Balm and Beard Serum: condition, soften and shape every beard, and a great add-on sale

What is American Crew Precision Blend?

Precision Blend is American Crew's grey-blending colour for men. Instead of covering grey completely, it blends it for a natural, believable result: ideal as a quick add-on service in the barber chair. Lime Light stocks four shade groups: Dark 2-3, Medium Natural 4-5, Medium Ash 5-6 and Light 7-8. Always follow the timing and instructions on the pack.

Which American Crew haircare should I use at the basin?

Use American Crew at the basin so the client feels the difference, then sell him the same bottle. The 1L sizes keep backbar costs down.

• 3-in-1 Tea Tree and 3-in-1 Ginger + Tea: shampoo, conditioner and body wash in one, a barbershop favourite
• Daily Silver Shampoo: keeps grey and white hair bright, with no yellow tones
• Anti-Dandruff: for flaky, itchy scalps

What does an American Crew barber service look like?

1. Cleanse at the basin with a 3-in-1 or Daily shampoo.
2. Cut, then prep with Boost Powder for lift where the style needs it.
3. Style with the product that matches the hold and shine the client wants.
4. Beard: line up with Precision Shave Gel and finish with Beard Balm or Serum.
5. Finish with All-In-One Face Balm, then hand the client the products you used.

How do I sell more American Crew in my barbershop?

• Finish every cut with product and name it: "I used Matte Clay for this texture."
• Show the amount and the technique so he gets the same result at home.
• Stock the top four first: Matte Clay, Fiber, Pomade and Beard Balm, then grow.
• Display at eye level, by the mirror and the till: the pucks sell themselves.
• Add beard care to every beard trim: balm or serum is an easy add-on.

What else do I need for a barber station?

Lime Light is an authorised Wahl service and repair centre in Johannesburg and Cape Town, so you can buy, service and repair your clippers in the same place you buy your American Crew.

Why buy American Crew from Lime Light?

• The Lime Light Super Store in Sandton, the largest showroom of its kind in South Africa for wholesale hair and beauty products, with a dedicated barber section.
• Branches nationwide: Sandton and Boksburg in Johannesburg, Stikland and M5 Park in Cape Town, and Durban.
• One account for the whole shop: American Crew, Wahl, OSSION, BLACKRED, razors, neck strips, capes and furniture.
• Training and reps to help you grow your service menu and your retail.

Frequently asked questions

Who founded American Crew?

American Crew was founded in 1994 by stylist David Raccuglia, who saw that men wanted to take care of their look without losing their masculinity.

What is the best American Crew product?

It depends on the look. Fiber (high hold, low shine) and Matte Clay (medium hold, no shine) are our two best sellers. Use the hold and shine chart above to choose.

What is the difference between American Crew Fiber and Matte Clay?

Fiber has a higher hold with a low shine and a fibrous texture. Matte Clay has a medium, workable hold with no shine at all.

Which American Crew product gives the most hold?

Heavy Hold Pomade, Fiber, Molding Clay and Grooming Cream are the high-hold options. Heavy Hold Pomade and Grooming Cream also add high shine.

Which American Crew product is best for a matte look?

Matte Clay for no shine with medium hold, or Boost Powder for volume with a matte finish.

Which American Crew product is best for a slick-back?

Pomade for medium hold and high shine, or Heavy Hold Pomade for maximum control.

Does American Crew make beard products?

Yes: Beard Balm, Beard Serum, 2-in-1 Skin Moisturiser and Beard Conditioner, plus shave oil, shave gel and face balm.

What is American Crew Precision Blend?

A grey-blending colour for men that blends grey naturally rather than covering it completely. Lime Light stocks Dark 2-3, Medium Natural 4-5, Medium Ash 5-6 and Light 7-8.

Where can barbers buy American Crew in South Africa?

Barbers can buy American Crew at trade prices from Lime Light online at limelighthb.co.za, at the Lime Light Super Store in Sandton and at branches in Johannesburg, Cape Town and Durban.

Where can I get my Wahl clippers serviced?

Lime Light is an authorised Wahl service and repair centre. Call Johannesburg on 011 262 2451 or Cape Town on 021 944 8700.

Stock up on American Crew

• Shop online: limelighthb.co.za, under Barber and Barber Brands
• Visit the Super Store: Block B, Tripark, 17 Eastern Service Road, Kelvin, Sandton
• Open a trade account: visit limelighthb.co.za, click Login / Register, fill in your details and we approve your account
• Call us: 011 262 2451 | Email: online@limelighthb.co.za