From barbershop to big business: Haarwald's success story

From a Haircut to a Business Empire

How a footballer and barber built a booming haircare brand from scratch

Julian Draxler is in Qatar while his co-founder, Mustafa Mostafa, is in Essen as Gründerszene speaks with them. Draxler, currently a professional footballer for Qatari club Al-Ahli SC, joins the call from home. Mostafa has worked as a self-employed barber in Essen since 2012 while running his own business on the side. Together, they launched Haarwald in 2021—a haircare and styling brand.

Though Draxler appears in the interview with a short, low-maintenance haircut, he insists he regularly uses the product, even if it doesn't always look like he's put much effort into styling.

The two founders claim to have known each other for years. Back in 2017, Draxler was a regular at Mostafa's barbershop, often showing up straight from training with sweaty, damp hair. Mostafa would joke, "I don't know what you do to your hair, but you always look like a total mess." Draxler shot back: "If you think you can do better, why don't you try?" What started as a lighthearted exchange soon turned into a serious business idea.

Endorsed by Neymar, Messi, and Co.

Draxler also leveraged feedback from his high-profile teammates. He generously distributed Haarwald products in the locker room of his then-club, Paris Saint-Germain. Before long, football stars like Messi, Neymar, and Sergio Ramos were trying—and loving—the hair product. "They raved about it and used it up fast—the stock in the locker room was gone in no time," Draxler tells Gründerszene.

And since he wasn't exactly the least popular guy in the team, a few players even agreed to spontaneous photo ops with the product. Draxler sent those shots to Mostafa, and just like that, their first marketing campaign was born. "That definitely gave us an early boost in visibility," Draxler admits.

Years of Trial and Error

From the initial idea in 2017 to the final product took countless tests and nearly four years before both founders were truly satisfied. Mostafa recounts failing with five different German manufacturers—none could meet their quality standards. They fine-tuned scent, texture, and hold, determined to create a product that performed as well in everyday life as it did under the extreme conditions of professional sports.

Battling Drugstores and Big Dreams

Though online sales took off quickly, major drugstore chains were initially hesitant. They criticized the packaging and formula, arguing they didn't fit the market. Now, however, Haarwald is stocked nationwide in all major German drugstores. "Ninety percent of customers who try our product come back for more," Mostafa says. "We're bringing real barbershop quality to the drugstore shelves."

All Self-Funded

Even in product development, the startup stayed disciplined. During the pandemic, with costs soaring, they kept production as lean as possible. Later, they upgraded packaging, texture, and formulas—introducing vegan and dermatologically tested options. While small-batch production made these improvements about three times more expensive and squeezed their margins, they funded everything from their own revenue. Draxler emphasizes: "We've bootstrapped the whole thing!"

For their initial drugstore rollout, Haarwald expects sales in the high six figures. With strong sell-through, the company aims to secure market share and quickly reach seven-figure revenues.

When asked what it's like founding a business with a professional footballer, Mostafa smiles. "It's been great—we've learned a lot from each other." Friendship, he says, is the foundation of their partnership. Draxler has become more open through the project, while Mostafa has learned patience. The only downside? "It's a bit annoying that he's hard to reach between training and travel." Draxler fires back with a laugh: "Being an entrepreneur is tougher than being a footballer. Office meetings are way more challenging than training on the pitch."