A County Durham business owner has said he is overjoyed with positive feedback and support following an appearance on ITV’s This Morning.

Rob Wood, 42, who owns and operates Novacabelo Hair in Seaham has seen a huge increase in both appointments and online traffic after they appeared on the talk show on March 19.

The business, which was founded in 2020, specialises in hair replacement for people struggling with balding and hair loss – and in the process has built up an impressive 180,000-strong following on TikTok.

Rob and his colleagues have also travelled the country and Europe – teaching their techniques to other salons and stylists.

Then, last month, Rob was shocked to find a DM from This Morning on Instagram from producers asking him to appear on the show to demonstrate his work – after host Ben Shepard specifically requested him.

Rob said: “The appearance was all thanks to Ben who told the producers about us. When we got it all arranged we went down and he told us they were so happy to have us on the show.

“Ben said he had shown the producers our videos and that he loved watching them himself. We then got to do the live spot, it was great!”

In the slot on the programme, Rob met his client for the day, Jordan March and was asked to replicate the “life-changing” service he has performed for hundreds of clients before.

In the interview, Rob emphasises he wants people to “look and feel good” before shaving Jordan’s hair to begin the process of fitting what hosts dubbed a modern toupee.

Later in the show, Ben and fellow host Cat Deely checked back on Rob for the big reveal, which left Jordan emotional and struggling to hold back tears before he admired himself in the mirror.

Now, Rob has said he “looked like a completely different person”.

He added: “He was brilliant and was so over the moon with the experience. He sends me pictures and videos all the time of his hair telling me it's still good.

“Opportunities like This Morning give your work credibility – and I think we were taken very seriously for what we can do for people.

“It also shines a light on people who feel like they don’t have an option.”

Since the appearance, host Ben Shepard shared Rob’s videos on his personal social media page, his website has increased by 3,000 per cent – which is an incredible boost.


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“It was just amazing,” Rob added.

“All of the other Novo professionals around the country gave me feedback and told me their phones haven’t stopped ringing with people seeking consultations.

“It’s done well for the company but more importantly has given people confidence to sit in our chairs and do something about their hair loss.”