A hair replacement company has gone viral on social media for life-changing transformation videos showing the emotional reactions of their hundreds of customers in a bid to remove the stigma around those who wear its products.
Hair stylist and creative Robert Wood, started Novo Cabelo in 2019 with his friend and international award-winning barber Sam Wall. Novo Cabelo means 'new hair' in Portuguese and the Durham-based firm's transformations have been viewed millions of times on social media.
In 2021, Rob began sharing his work on YouTube, Instagram and TikTok to show how important having hair is to a person suffering from hair loss. Footage features four of Rob’s clients who took part in his blind reaction series, meaning they did not see themselves until the hair was fully fitted and styled.
Filmed at Hidden Heights Studio in Gateshead, the videos tell the clients' experience with hair loss, show how Rob preps the heads and fits the hair, and ends with their reaction to their new look.
He said: “The videos give people the human connection. I just love how my followers support the people in the video - I have a real community of good people."
The online experience has exceeded Rob’s expectations with the business growing and Novo Cabelo-trained hairstylists in towns up across the country, including Pontypool, Norwich and Tipton, West Midlands. Rob said: “Social media has enabled me to train other salons to do it for their clients.
“Positive comments and likes breed confidence in the next person who is thinking about having it done. To people with hair loss I want to say, I’ve got you covered.
Rob wants to raise awareness about hair systems. This involves hair being glued to the head and blended with any natural hair. He said many people don't know there are other options aside from wigs and hair transplants.
A huge advocate for men's mental health, Rob said he has seen people's self-confidence shoot through the roof thanks to the 'hair systems' they receive. He said: "It's a really good option for people who don't want surgery. Sometimes surgery just doesn't work for some people but with this service, it takes two hours to get you a full head of hair.
"I think for both women and men hair loss massively affects their confidence and a lot of men are just told to shave it off if you start losing your hair but that's wrong you should be given another option if that's something you don't want to do.
"My youngest client is 18 and my oldest is in her 80s so it really does affect so many people across the board. I'm very proud of what we do. It's so rewarding to see people's confidence back."
For more stories from where you live, visit InYourArea
