Care home residents are being treated to barbering sessions designed with dementia care in mind.
The partnership, initially launched across homes in London, the South East, Essex, Hertfordshire, Birmingham, and surrounding regions, allowing residents to benefit from regular visits from trained dementia-friendly barbers.
Natasha Pocock, sales and marketing director at Gold Care Homes, said: "At Gold Care Homes, we are always looking for meaningful ways to enhance the lives of our residents.
"This partnership with Dementia Friendly Barbers is an example of how small, familiar experiences can have a significant impact on wellbeing, confidence and social connection.
"We have been delighted by the enthusiasm from our homes and are excited to see residents benefiting from a service that has been specifically designed with people living with dementia in mind."
Dementia Friendly Barbers is a barbering service informed by dementia care, offering traditional grooming in a comfortable setting that supports conversation, reminiscence, and one-to-one connection.
For many people with dementia, the barbershop experience is a comforting ritual that can boost confidence, trigger memories, and encourage social interaction.
Gold Care Homes believes that maintaining routines and a sense of identity through personal grooming is an important part of overall well-being and dignity.
Through this partnership, the company hopes to provide residents with meaningful moments of connection and care.
Cordelle Cabey, co-founder of Dementia Friendly Barbers, said: "We’re incredibly proud to announce that our barbers have begun delivering DFB’s barber therapy to hundreds of men living in Gold Care Homes across the country.
"This is our biggest partnership to date, across nearly 20 homes which means we impact more men and their families each month through the work we do.
"We’re excited to see this partnership flourish and look forward to hearing the many wonderful stories that come from their homes."
As the programme expands, Gold Care Homes residents will continue to enjoy regular visits from trained dementia-friendly barbers.
The scheme supports both personal appearance and emotional well-being.
It also reflects Gold Care Homes’ commitment to offering person-centred care that values routine, identity, and meaningful connections.
