The International Association for Suicide Prevention (IASP) is delighted to announce a new collaboration with Reuzel, the grooming brand born in a barbershop, in support of World Suicide Prevention Day.

Barbershops and salons hold a special place in many communities. The barber’s chair is often where people talk openly, sharing what’s on their minds in ways they might not elsewhere. Reuzel recognises the role these spaces can play in fostering connection and conversation, and through this collaboration hopes to encourage more openness, support, and human connection in communities around the world.

To bring visibility to the initiative, Reuzel is launching a limited-edition Orange Extreme Hold Pomade in support of IASP, available in September. The release gives Reuzel’s global community a tangible way to take part in the conversation around mental health and suicide prevention.

Sharing Reuzel’s thoughts on the collaboration:

“At Reuzel, giving back has always been part of our DNA since 2014, but starting in 2026 we wanted to deepen that commitment by partnering with causes that have universal impact and relevance within our community. Mental health and suicide prevention felt especially important because nearly everyone has been impacted in some way, whether personally or through someone they love.”

As a brand born in a barbershop, we also recognise the unique role barbershops and salons can play in fostering connection and conversation. Barber chairs and salon spaces often become places where people open up in ways they may not elsewhere. We hope this collaboration with the International Association for Suicide Prevention raises awareness and helps encourage more openness, support, and human connection within communities around the world.

To help bring visibility to the initiative, Reuzel is also launching a limited-edition Orange Extreme Hold Pomade in support of IASP, available in September, giving our global community a tangible way to participate in the conversation around mental health and suicide prevention.”

IASP is proud to welcome Reuzel to this year’s World Suicide Prevention Day efforts and looks forward to the difference this collaboration can make.