Once the punchline of sitcom jokes and outdated stereotypes, the toupee is undergoing a radical rebrand—thanks in large part to millennial men and the power of social media.
Content creator Tyler Williams, 33, is one of a growing number of men embracing modern hair systems—realistic, tailor-made toupees that blend seamlessly into natural hair. In one of his viral TikTok videos, Williams jokes about showing off a fresh cut while confidently displaying his transformation. But the real story lies beneath the surface: the “haircut” is actually a newly applied hair unit taped to his bald scalp.
“The people who know, know. The people who don’t? They just think I got a regular haircut,” Williams told GQ. After quietly adopting a hair system during the pandemic, he went public following a failed relationship, posting a confession that quickly went viral. The response, he says, was overwhelmingly positive and part of a broader social shift. “There’s a craving now for authenticity and realness. I’m not required to just accept being bald—I can do something about it.”
And he’s not alone.
Barbers, hairstylists, and social media influencers are helping to usher in what some are calling a “rug-aissance.” On platforms like TikTok, Instagram, and YouTube, stylists share dramatic before-and-after videos of men transforming with professional-grade hair systems. The response has driven real-world demand. Across cities from London to Calgary, barbershops are reporting a sharp increase in appointments from millennial and Gen Z clients exploring non-surgical solutions to hair loss.
Adam Fletcher, a hairstylist in London, saw such a surge in demand that he sold his traditional barbershop to focus solely on installing hair systems. “People don’t necessarily want to go through a surgical procedure in Turkey. It’s invasive and expensive,” he explained. “With a hair system, you walk in and leave three hours later with a full head of hair.”
Cost is a key factor. While hair transplant surgeries can run into the tens of thousands and require multiple procedures, hair systems are relatively affordable and customizable. Helsinki-based salesperson Juha Seppänen, 32, opted for a unit after balking at the cost and uncertainty of a transplant. “With a system, I can adjust the hairline, the style—anything. And I know exactly how it’s going to look.”
In Calgary, hairstylist Dani Niven now dedicates her shop almost entirely to hair system clients after one of her TikTok transformations went viral. “It’s exploding,” she said. “The quality has improved so much. And guys seeing these transformations online are realizing just how realistic and high-end they are now.”
Indeed, modern toupees are a far cry from their predecessors. Made from ultra-thin lace or polyurethane, today’s systems blend into the scalp so well that even close inspections can’t detect them. Many use real human hair, matched to the wearer’s natural texture, color, and growth pattern. Advances in adhesives mean users can work out, swim, or shower without concern.
Aaron O’Bryan, a Toronto-based TV personality and stylist, made the switch after undergoing two hair transplants and experiencing side effects from hair-loss medication. He now wears a high-volume pompadour hair system and speaks openly about it. “I was self-conscious for about two weeks. Then I realized, I don’t care who knows. It’s like an accessory—like makeup or jewelry.”
While some men still keep their use of hair systems private, many like O’Bryan are pushing for greater transparency and acceptance. “Hair should be seen like any other aesthetic choice. It’s about feeling confident.”
Others echo that sentiment, calling for a shift in how society views male grooming and self-enhancement. “I wear extensions and makeup—why shouldn’t a guy wear a hair system?” said L.A.-based hairstylist Elena Maravelias. “Confidence is attractive, and if a hairpiece helps with that, I’m all for it.”
Critics might argue that embracing toupees contradicts the cultural push toward self-acceptance. But for many users, it’s about agency and personal style.
Idaho cosmetologist Isidro Almaraz, 37, sees his hair system as part of his creative expression. “I’ve done bowl cuts, mullets, even gone blonde. If I want to be bald, I’ll just take it off,” he said. “Why limit yourself when you can reinvent yourself anytime?”
As stigma fades and customization improves, hair systems are no longer just a cover-up—they’re becoming a confident statement. In a culture increasingly comfortable with aesthetic enhancement, the modern toupee has found its second life.
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