Seaham company boosts business profile with appearance on ITV’s This Morning

Apr 15, 2024 | Local News

‘Changing lives one toupee at a time ..’ that was Founder and Creative Director Rob Wood’s introduction as he hit ITV’s This Morning for a live hair system reveal which saw social media explode.

Following the on-air live hair system transformation social platforms were on fire with 1.6 million views across ITV This Morning’s social platforms alone.

Viewers and followers were left astounded by the transformation of Boxer, Jordan March who revealed that his hairline started thinning out when he was around 17-years-old.

Based in Seaham and established in 2020, Novo Cabelo is one of the UKs fastest growing Hair System companies, and the creative brand are making history as they continue to disrupt the hair industry with their head turning, non-invasive approach.

Huge advances have been made over the years and hair systems are now booming with Gen Z/ Millennial wearers taking note due to the traction, profile raising and airtime they are getting across platforms such as TikTok.

The Hair Systems of today are barely noticeable, tailored to the wearer and are quite literally changing lives. Rob Wood is at the helm of one of Britain’s most popular Hair System companies, Novo Cabelo. Racking up over 41 million TikTok views and over 250k followers across socials, Novo Cabelo is on a mission to shine the spotlight on and to normalise hair systems globally. 

Mirrors were removed from the ITV This Morning studio, so that Jordan wouldn’t be able to see his new look until it was complete. Ex-forces Jordan said he “couldn’t remember” the last time he had a head “full of hair” as he underwent the transformation, and was practically speechless when his new look was revealed, as presenter Cat Deeley declared he looked “amazing”.

The growth of hair systems is booming globally, with estimates they have jumped in demand by 500% over the last two years. There’s a high demand from a male client base suffering from hair loss with stats revealing around 7.4 million men are dealing with a thinning thatch in the UK, and two thirds of all men will be affected by male pattern baldness in their lifetime.

The rise in demand for hair systems offer a great non-surgical option and viewers were able to see the transformation in process live on air.

Rob Wood, Founder and Creative Director, Novo Cabelo said: “To have the opportunity to perform a live hair system reveal on national TV was phenomenal and a great platform for us to spread our message to millions. There’s a high demand from a male client base suffering from hair loss and our hair systems offer a great option for people who don’t want surgery. 

We want to utilise our platforms to spread positive messages and to normalise hair systems and tell the story of clients from different backgrounds, so high-profile opportunities like this are fundamental to our mission.”

The company predominantly see high demand from a male client base who are suffering male balding, however as the brand and awareness expands, demand has grown from other audiences substantially including women, children with permanent hair loss, cancer patients and members of the trans-gender community.

Rob is a huge advocate for men’s mental health and has seen client’s self-confidence shoot through the roof thanks to the hair systems, which provide a great option for people and a choice as to how people want to manage their hair loss journey.

Rob added: “Our hair systems are not about vanity or telling people they should have hair, it’s about personal choice and giving an option to people who may feel they have lost their identify. We have been working hard to raise the profile of hair systems over the last year and we are delighted that they are becoming more socially acceptable and the norm as hair extensions are for women, we really feel we are turning a corner.

The response following the live TV appearance has been absolutely epic with an influx of support and enquiries to our salons and barbers across the UK, the buzz around the hair systems has been amazing to watch unfold in the industry.

Although operating on a national and global scale our roots and team are heavily based in the North East, we have big plans for the brand and we are looking forward to the completion of our new North East HQ in the following months.”