Long before the millions of followers and luxury clients, JB—known online as @jbalwaysfresh—was just a 14-year-old kid in Toronto looking for lunch money. Unable to afford a meal during high school, he offered his first haircut in a Tim Hortons bathroom. Inspired by the café’s slogan “Always Fresh” and using his initials, the now-iconic name was born. “That moment stuck with me,” he recalls. “It’s where it all started.”
Going with the flow, going global
Today, JB is one of the most recognizable faces in the barbering and content creation space, known for his viral “Cutting a Millionaire” series and collaborations with high-profile names like Andrew Tate and Lucas Dobre. His turning point came when one of his videos hit 10 million views in just 24 hours. “That’s when I knew this wasn’t just a passion anymore—it could be a global brand,” he shares. Now 21, JB has traveled to cities like Dubai, Manila, and LA, gathering not only clients but cultures along the way. He speaks fondly of the warmth shown in countries like the Philippines and Cambodia, and calls Dubai home. “Each place has its own vibe, but some just go above and beyond in showing love.”
Staying grounded in a fast-paced world
Despite the fame, JB remains rooted in his beginnings. “No matter how much money or fame, it’s important to stay grounded,” he says. “A grounded heart is not moved by luxuries or praise, but by purpose.” Even with a packed schedule—his next stop is Las Vegas for the Manny Pacquiao fight this July—he finds peace in simple routines, even cleaning as a form of meditation. His message? “Stay focused, stay real, stay passionate.”
