Erich Roa, affectionately known as “Pacinos The Barber,” grew up in a hardworking Latino family in Queens, New York. When his family couldn’t afford a haircut, young Erich grabbed scissors and turned his mom’s bathroom into his first barber chair, that early spark pointed him toward a lifelong path. Continue to read on the underdog story of Erich Roa.
High School Hustle and Navy Discipline
In high school he began charging friends $5 per cut, using that early hustle to sharpen his craft and build word‑of‑mouth buzz. When early fatherhood and responsibility knocked on his door, he enlisted in the U.S. Navy. Even while serving, he kept the dream alive, attending night cosmetology classes until he earned his barbering diploma.
Building a Celebrity Clientele
Once he hung up the military uniform, Roa poured his energy into barbering—hand‑delivering business cards at nightclubs, hustling his way onto the scene, and differentiating himself with talent and style (he even showed up in “fly” suits and designer eyewear. Over approximately 15 years, he served high-profile clients, including Sean “P. Diddy” Combs, Jay-Z, Ludacris, and Kevin Hart.
The Leap from Chair to Brand
Roa spent years on the road as a platform artist and educator for Wahl Clippers, which gave him insight into what men’s grooming products were lacking. Spotting a gap in quality and innovation, he began sourcing manufacturers and testing formulations himself, aiming to create barber-approved products that respected diverse hair types, drawing from his Colombian heritage.
Launching Pacinos Signature Line
He eventually stepped away from cutting hair to focus full-time on his signature line, bold, sleek, professional black packaging, formulas that were water-based and residue-free, and even pioneering items like a beard pencil filler not common in men’s grooming. The brand launched first online and in barbershops, but initial years were lean. Roa even sold his car and relied on his wife’s vehicle and his friend’s minivan to ship orders.
From Local Hustle to Global Shelf Space
Persistence paid off. A local New York chain called Ricky’s gave Pacinos a break, and soon after, a Target buyer noticed the brand. From there, doors opened, Pacinos landed on shelves at Target, CVS, Walgreens, Walmart, and more throughout the U.S.
International expansion followed swiftly: Brazil, Italy, the Netherlands, Iraq, Mexico, Colombia, Australia, Japan, and more saw contracts signed with retailers like Superdrug (UK), Manor (Switzerland), Watsons (UAE) In Texas, the brand even made it into H.E.B. stores
Growth, Reach, and Ongoing Passion
Pacinos didn’t just become a product—it reflected Roa’s personal branding and approach. His Instagram following now hovers around 595K, filled with entertaining reels, personal glimpses, and barber insights—reinforcing the idea that he is his own ideal customer and voice.
Beyond products, Roa launched a mobile app, “Pacinos,” offering guided tutorials by him and his team on today’s hottest haircut trends. Through it all, his grounding force remains family, he credits his mother, his kids, and his roots for driving him toward excellence.
Summary
From Queens to global retail shelves, Eric “Pacinos The Barber” Roa’s journey is part passion project, part hustle blueprint, all authenticity. He turned self-taught beginnings and Navy discipline into a celebrity-driven barbershop career, then parlayed that credibility into a signature grooming brand now stocked worldwide. And while the numbers speak volumes, it’s his heart, his family, his community, and his genuine care that keep customers coming back.
