The number of people choosing to go vegan has exploded in recent years - and now a Maghull barber has spotted a gap in the market.
Michael Anderson runs his own vegan barber shop, on Northway, and he reckons it was the first in the UK.
He called it Son of a Barber because that is exactly what he is: his dad Paul runs the long-established Waterloo Barber Shop, also in Sefton .
At Son of a Barber, there are no leather seats and all the products are branded cruelty-free, right down to the hair brushes.
Even hot drinks are made with soya milk and kids' sweeties are vegan .
Michael, who has been a vegetarian since he was a four-year-old, went vegan three-and-a-half years ago.
He said: "You could do it in your personal life but I wanted to apply it to my business.
"That's when I decided to make the whole shop vegan and to make sure I wasn't contributing to animal cruelty and exploitation.
"Once I had a refit I re-opened the shop under a new name. It was a subtle thing.
"A lot of people don't realise it because when you go in, you could be in any barber shop in the world."
The 31-year-old added: "I didn't really know what I wanted to do when I was at school.
"My dad offered me a trade. I never thought I'd be a barber for ever but I just stuck with it.
"I've been in barber shops since I was 14 as a Saturday lad at my dad's shop in Waterloo. I've been cutting hair since I was 16 and became fully qualified at the age of 18/19.
"When I turned 22, I opened my own shop in Maghull because I knew people who lived there so I could make it work. My mum and dad helped and supported me while it was getting going.
"When I opened in 2011 it was known as L31 after the Maghull postcode. I put loads of pictures of haircuts online and have a big social media presence."
