We invented a hair donation model that didn’t feel like a donation. Instead, it felt like fashion. We invented a new haircut and called it the BraveCut. Anyone could get a BraveCut for free at one of our partner hair salons, and every hair collected was used to make wigs for women who had lost their hair during cancer treatment.

We designed the BraveCut with the help of the most awarded stylist in Romania, in order to make it as desirable and unique as possible. We gave BraveCut a recognizable signature: the haircut is shorter on one side and longer on the other. Then promoted it when celebrities got Bravecuts live on TV, setting the trend for everyone else.

In order to get women to donate their hair for wigs, we invented a new haircut which we called BraveCut. All the hair we cut goes into wigmaking. So donation doesn’t feel like donation. It feels like fashion. We helped it become popular when Romania’s most popular TV presenter, Andreea Marin cut her live on TV and got a BraveCut with its signature element: the hair is longer on one side and shorter on the other. The haircut was covered by fashion magazines and shows until it became the latest trend out there: doing good was back in style.

So far more than 2400 women donated with a Bravecut. That amounts to 92 kg of hair that can be turned into 750 wigs. We had over 40 partner salons where the cut was free. BraveCut appered in 47 media coverages, on 7 different tv channels.