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.
