In the outskirts of Nairobi, a remarkable barbering phenomenon is captivating social media audiences across Kenya. Safari Martins, known professionally as Chief Safro, has transformed a modest roadside shack in Kiambu into an unlikely grooming destination where traditional barbering converges with digital content creation.
Martins’ unconventional approach involves replacing standard barbering equipment with sharpened shovels, agricultural shears, and iron tools to execute precise haircuts. His client Ian Njenga recently experienced this unique service, describing the results as both surprisingly clean and confidence-building. “When I get shaved here I get very comfortable,” Njenga remarked. “While walking in the streets I get very confident.”
The barber’s journey began in 2018 using borrowed clippers in school dormitories before evolving into his current distinctive style. What distinguishes Martins from typical viral sensations is his deliberate incorporation of African cultural elements. He increasingly weaves traditional folk tales into his video narrations, drawing inspiration from his Rwandan heritage and Kenyan upbringing. “I’m motivated by African culture, by African stories,” Martins explains, noting that some tools receive blessings from village elders.
His digital presence has exploded with approximately one million followers each on Instagram and TikTok, reflecting Kenya’s broader social media expansion. Market research indicates the country’s social media user base grew nearly 50% from 10.6 million in January 2023 to 15.1 million by January 2025.
Despite charging premium rates of 1,500 Kenyan shillings (approximately $12) per cut—significantly above Nairobi’s typical barbering prices—clients willingly pay for both the unique experience and potential social media exposure. The Kenya Institute for Public Policy Research and Analysis reports that around 15% of Kenyan content creators rely on online work as their primary income source.
However, Martins highlights an industry disparity: while barber-creators achieve viral visibility, they often receive less monetization than creators in gaming, education, or lifestyle categories. “Barbers get viral on social media but I feel like they are not respected,” he notes. “You are not paid as a content creator, even though you have the views, even if you have the engagement.”