“There’s a sense of danger associated with a big chop,” explains Luke Hersheson of the trend for documenting dramatic haircuts in Reels and TikToks.
Dramatic haircuts are having a moment, partly fuelled by post-Covid fatigue, with long hair seeming like too much of a time commitment. Partly, though, the rise in shorter styles is down to a proliferation of hair transformation videos flooding social media. Hershesons has been posting time-lapse videos of haircuts on its account since 2019; unsurprisingly, “engagement on videos is over 10 times the amount of that of stills”, says Luke. Over on TikTok, meanwhile, #hairtransformation boasts 17.
What’s so compelling about a haircut? “I think we are always drawn to a change and a surprise, and we have a unique relationship with our hair – it’s different to doing make-up, as you can’t just wipe it off. There’s a sense of danger associated with a big chop,” says Hersheson. Capture that dangerous process on film, and the result is clients who feel braver, as the idea of change is made more accessible.
Chops-on-film have also helped to dispel the notion that certain haircuts only suit certain types of hair and particular face shapes. “There is a confidence now that didn’t exist two decades ago. You hear a lot less disaster hair stories these days, because there is so much more control in the run up. We’re in a time where everything is possible,” Hersheson adds. Hyped styles online have led to more experimentation.
That said, hair disaster videos have unique cache on TikTok. Step forward Brad Mondo, a 27-year-old, New-York-based hair stylist with over eight million followers on the platform. Mondo’s ‘Hairdresser Reacts’ series – which sees him laugh, wince and gasp his way through fellow users’ home haircut horrors and botched dye jobs – has garnered over 1.3 billion views. Some kids are even staging hair transformation videos purely to get a reaction out of Mondo.
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