Loose Women viewers were left gasping after tuning into Tuesday's instalment of the ITV panel show thanks to Ruth Langsford's unrecognisable new look.
Discussing Davina McCall's brand-new hairstyle, and the mixed reaction to her new look over the weekend, Ruth decided to test out the same hairstyle as she popped Davina's wig on her head.
Coming back to the panel after the commercial break, Loose Women viewers were left in disbelief as Ruth rocked up in a long brunette wig with the infamous choppy fringe as she tested out Davina's look.
Flocking to Twitter, Loose Women viewers shared their hilarious reactions.
"Ruth Langsford looks like an entirely different person with that wig! Why am I kind of loving it though, she looks so young," one quipped.
"Loose Women has me on the edge of my seat!!!! RUTH'S HAIR!!! I switched on and genuinely thought she had changed her hair omg," another joked.
"Yeahhhhh she should keep her lighter hair. This look doesn't suit anybody - especially Davina," someone else complained.
Meanwhile, another viewer tweeted: "Thought I was losing my mind when I turned on the TV to see Ruth Langsford in that wig. She looks twenty years younger though."
The 55-year-old TV star unveiled a dramatic new hairstyle as she returned to The Masked Singer over the weekend - and it completely divided fans.
Sporting her new style, Davina debuted a severe fringe as she returned to the celebrity judging panel alongside Rita Ora, Jonathan Ross and Mo Gilligan.
Replacing her signature long bob and middle parting with a blunt fringe, Davina's look was the talk of viewers that tuned in to see this year's disguised contestants.
Some fans said she looked like she'd cut her fringe 'with a knife and fork' while others compared her look to Courteney Cox's appearance in 1997 horror Scream 2 and Strictly host Claudia Winkleman.
Meanwhile, another fan likened Davina to Jim Carrey's character, Lloyd, in hit nineties flick, Dumb and Dumber.
Not knowing that her new do was actually a wig, Masked Singer viewers flocked to Twitter to discuss Davina's new look.
"Davina McCall may be a queen, but not even she can get away with cutting in a fringe with a knife and fork…" one viewer tweeted.
"Davina giving Scream 2 vibes," another added.
A third wrote: "Why does davina mccall look like a claudia winkleman version of the emoji.
However, others were 'sickened' by the negative comments about Davina's appearance and rushed to defend her.
"I'm an absolutely sickened by the stupid comments people have made this evening about Davina's appearance," one fan wrote.
"She is absolutely stunning. Extremely fit and healthy and a lovely person. Keep your nasty, pointless comments to yourselves," someone else penned.
