Mancave Men's Salon, which opened Tuesday in Fulton, is a place where guys can go for a clip and a sip.
Customers can enjoy sports coverage on the TVs mounted on the walls, along with complimentary beer and soda. The location at 212 Market St. is owner Nicole Morris's second - she has operated the original Mancave in Mexico for almost four years.
"It's more of a modern-day barbershop," she said. "We wanted to step it up a little bit."
Morris got her license about 13 years ago and spent some time working in full-service salons before realizing she preferred working with men's hair.
"The conversation's usually better, and they're a lot more loyal about coming back," she said.
In her experience, she added, men tend to be more particular about their haircuts than women and less likely to leave chasing a better deal.
When she moved back to Missouri, Morris realized while cities had salons targeted toward men, smaller towns tended to lack options beyond old-fashioned barber shops.
"I thought it could be nice bringing something modern to a smaller town," she said.
In Mexico, she won loyalty through offering amenities. Aside from the drinks (also free to those accompanying customers), haircuts come with a shampoo, hot towel and coupon for a free neck trim in the next 30 days. Morris also offers discounts for college students, police officers, veterans and people "60 and wiser."
Young men-in-the-making are welcome as well: Little boys can sit in a mini racecar instead of a salon chair and watch cartoons. They can also enjoy a soda, if Mom or Dad gives the OK.
Stylist Jena Coleman, who now works in the Fulton location but has worked in the Mexico Mancave in the past, said she enjoys the atmosphere.
"It's very laid back," she said.
She added she likes boosting customers' confidence with a sharp haircut.
Not long ago, Morris realized she had about 20 regulars driving from Fulton to Mexico. It was time to expand.
She said opening day was a success, with a steady stream of customers all morning. (Mancave is walk-in only, no appointments.) Morris is planning a grand opening sometime in the near future.
For now, she's just doing what she loves.
"I enjoy the fact of helping people," she said. "It's nice to be needed."