Seaham based Novo Cabelo is one of the UK’s fastest growing Hair System companies and the team are making history and disrupting the hair industry with their innovative, non-invasive approach which is quite literally changing lives.
Following a transformative and targeted relaunch campaign earlier in the year the company has seen a substantial growth trajectory for the heavily rooted North East brand, with a 50 per cent increase in revenue, alongside high growth across their social media platforms, prestigious award nominations and collaborations with key industry players.
With over 26 million TikTok views for the emotional and game-changing non-surgical hair transformations, the trend-setting hair system company with Hair Stylist and TikTok Star, Rod Wood at the helm is on a mission to shine the spotlight on and to normalise hair systems.
Voted 7th Top 100 Influencers 2022 and Social Stylist of the Year finalist at the British Hairdressing Business Awards 2022 and 2023, the company has racked up over 200k followers across their social media platforms for the inspiring hair transformation reveals, with clients travelling from across the world for the treatment.
Rob Wood, Founder and Creative Director, Novo Cabelo said: “We are overjoyed with the growth and the direction of the company since our relaunch, which has seen the whole team have worked in unison to ensure maximum impact. We want to utilise our platforms to spread positive messages and to normalise hair systems and tell the story of clients from different backgrounds and make hair replacement seen as common place for men to have these treatments, just like women have hair extensions. I really think over the last few months we’ve turned a corner and made an impact on the industry.
We have seen a high volume of traction and brand awareness through our platforms in particular social media, and this intrinsically fits alongside regional and national media coverage, a live national TV hair system reveal, and addressing the subject of mental health with a collaboration with the team at The Lions Barber Collective.”
Rob added: “Our small team are on a mission to shine the spotlight on the stigma associated with hair loss and we are quite literally transforming the hair industry. We are making history in the industry, and appearing on the front cover of BarberEvo was a key moment for us. Collaboration is at the heart of everything we do, and this ensures that we are able to spread our message across multiple platforms, and we have built some great relationships with key industry players.”
January 2023 saw the company relaunch and intensify their mission. With funding support from the North East Business Support Fund Rob brought in the services of Sunderland based PR agency, House of Hype & Co. and Gary Groom as a Strategic Consultant. The overall aim of the relaunch campaign was to build awareness of/and to get the industry talking about and normalising the concept of hair systems.
As the team celebrate their exciting growth, news has also just landed that the team are finalists in the North East Marketing Awards 2023 for Campaign of the Year (In-House).
Claire Pickersgill, PR & Marketing Director, Novo Cabelo and Owner at House of Hype & Co. said: “We are absolutely delighted to be a finalist in the prestigious North East Marketing Awards for the relaunch campaign. The passion and ethos behind the brand is immense and the team are on a mission to change perceptions and are in turn making history.
After working on the intensive relaunch campaign, it’s fantastic to wear my ‘in-house hat’ with the team to support in driving the brand and its reputation to even greater heights, with all eyes on international expansion. Consistency is key and working side by side with the fabulous team is a really exciting other ‘hat’ for me alongside my growing PR agency.”
International expansion is also on the radar for the team and with a surge in demand from Irish followers the team will land in Dublin this week to set up base in the city to train local salon owners in their sought-after hair system techniques which will see the stylists trained as ‘Novo Pros’.
Gary Groom, Associate Director, Novo Cabelo said: “We work very strategically looking for gaps and opportunities across the UK and internationally. Our social media platforms and high-profile appearances have put us on the international radar with some really exciting exploratory trips planned in the USA in 2024. The visit to Dublin is an exciting first step in our expansion plans and we can’t wait for reception to our brand.”
Novo Cabelo has seen an epic growth trajectory since inception with 52 salon partners and nearly 100 trained stylists across the UK trained as Novo Pros. The popular brand has created a strong emotional and authentic connection with followers across their social media platforms with their TikTok live hair system reveals hitting 2.6 million likes (and counting).
Permanent hair loss can be devastating for any man or woman, and it can result in low confidence, low self-esteem, anxiety and depression. Hair loss has a big implication on both men and women; however, but the team do still see a stigma around male balding and towards men who are wanting to change the effects of hair loss through treatment. Male balding can have a detrimental impact on mental health and well-being, especially in some of their younger clients.
The company predominantly sees high demand from a male client base who are suffering male balding, however as the brand expands, demand has grown from other audiences substantially including women, children with permanent hair loss and members of the trans-gender community.
Salons who sign up to become Novo Pros benefit from a specialised package of training and support. Clients undergoing the non-invasive procedure will benefit from a full head of hair in just two hours, with the hair system process starting at £350 depending on the style of hair, lasting 3-6 months, with a refit every three to four weeks.
Rob added: “Our live reveals continue to be very emotional to witness, and the support for our service continues to grow. We have created a great community with our stylists, and we love to see the influx of video transformations from our Novo Pro approved and trained salons and barbers across the UK. The systems are so super natural and bring back so much confidence back to the clients, we are really excited for 2024.”