BLACKBOX 2025: Looking Back on a Year That Marked the Brand

2025: a pivotal year for BLACKBOX

This year marks a real change in scale, a phase where the brand structured itself, asserted itself and projected further, while remaining faithful to what has built it from the start: precision, consistency and respect for the craft.

Taking the time to look at this year as a whole means measuring the distance traveled, but also understanding why each step made sense. 2025 has not been an ordinary year for the group.

A year of openings and consolidation

In 2025, BLACKBOX strengthened its presence in France with six salons, each responding to a clear logic of establishment and development.

The openings of Paris 20 – Dumas, Paris 16 – Victor Hugo, Paris 13 – Gobelins, Chessy and Reims marked the year, while Croix-Nivert underwent a major transformation with extensive renovations, embodying this permanent willingness to evolve and continuously improve. These openings are not isolated points. They draw a denser, clearer network, present in key areas, as close as possible to uses and expectations.

Each salon was designed with the same demanding standard: consistent locations, trained teams, a homogeneous and recognizable experience.

Today, BLACKBOX brings together more than 150 employees in France, committed around the same vision of grooming and service.

Taking care of those who make the brand

Finally, 2025 reinforced a central conviction: sustainable performance comes through caring for teams. The signing of an exclusive partnership with an osteopath fits into this logic. An approach designed for barbers, their bodies, their longevity in the craft and the quality of their gesture every day. Because a precise gesture cannot be repeated without the right conditions.

Taking care of the body is also respecting the craft.

From the field to professional trajectories

BLACKBOX's presence at MCB by Beauté Sélection was another highlight. Beyond demonstrations and exchanges, this edition was an opportunity to realize a strong commitment: recruiting and supporting young talent, notably through the integration of apprentice barbers from competitions.

These statements are never one-off operations. They are part of a continuity: that of a grooming connected to reality, to professions and careers.

A first official sports collaboration

2025 also marks a turning point in how BLACKBOX is positioned in elite sport.

This year, the brand signed its first official sports collaboration with Nassourdine Imavov, an internationally recognized athlete known for his discipline, rigor and demands. This partnership is not simply an image association. It is based on shared values.

Both in the ring and in the chair, performance is built through repetition, mastery and clarity. With Nassourdine Imavov, BLACKBOX affirms a vision of grooming aligned with elite sport: sober, functional, demanding and sustainable.

The Grand Rex: a founding collective moment

2025 was also a decisive year internally.

The major BLACKBOX seminar at the Grand Rex brought together more than 150 employees from across France. By comparison, the previous seminar in 2023 brought together 34 people.

This gathering marked a milestone. BLACKBOX is no longer just a network of salons: it is now a structured group, with a clear vision, committed teams and a shared culture.

A vision that crosses borders

The collaboration with Snoop Dogg marked a key moment in 2025. A global music icon and engaged investor, he embodies a style and culture that naturally resonates with BLACKBOX's.

Beyond the image, this encounter opens up new perspectives, notably towards a future expansion to the United States, on a market where grooming is an integral part of culture.

A symbolic exchange, but above all a strategic one, which confirms BLACKBOX's ability to evolve on the international stage without renouncing its identity.

Casablanca: first international opening

2025 will also be remembered as the year of BLACKBOX's first international location.

The opening of BLACKBOX Casablanca, in the heart of Anfaplace, facing the ocean, on the Aïn Diab corniche, marks a founding step in the brand's history.

This project had a particular significance, as Morocco is the birthplace of BLACKBOX's founder. This opening embodies a natural link between the brand's personal history and its development.

Casablanca was not a test. It was a clear signal: BLACKBOX is ready to expand, with method, respect for local cultures and an assumed ambition.

In summary, BLACKBOX ends the year stronger and with clear foundations for the next chapter of its adventure.