A hair replacement company has gone viral on social media for life-changing transformation videos showing the emotional reactions of their hundreds of customers. Robert Wood, a hairstylist and the creative director at Novo Cabelo from Durham, England, started the company to break down the stigmas around men and women wearing hair replacement systems. Robert, 40, felt that the cosmetics industry lacked education surrounding hair replacement systems and decided to found Novo Cabelo. Novo Cabelo – meaning "new hair" in Portuguese – was founded in 2019 by Rob and his friend and international award-winning barber Sam Wall. In 2021, Rob began sharing his work on the social media platforms YouTube, Instagram and TikTok to show how important having hair is to a person suffering from hair loss. Novo Cabelo's transformations have now received millions of views across the platforms. The 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. Forty-six-year-old Jo has female pattern baldness and enlisted Rob’s help after deciding she was sick of wearing wigs and not feeling feminine. Jason, 28, FROM, said: “The experience was truly a journey of nerves and excitement. “I’ve had my hair system for four months now and my confidence is through the roof. “Honestly, it’s been a dream!” Mats, a 28-year-old from Amersfoort, Netherlands, visited Rob in north-east England to have a hair system transformation in order to feel more confident in his hair.