The Hidden Market Why Trich-Friendly Stylists Have a Competitive Edge

By Laura Hope, BFRB & Habit Coach

I used to go months, or sometimes over a year, without getting my hair cut. People would say to me, "Wow, your hair is getting so long!" and I'd respond with some vague comment about trying to grow it out. But the truth was, fear and embarrassment kept me out of salons.

I've had trichotillomania, or compulsive hair pulling, since I was about 12 years old, which caused noticeable patches of missing hair. Other unsolicited comments have included, “Why is your ponytail so thin?” and, “Do you know you have a bald spot?” I had so much shame about my pulling that I told anyone who asked that my hair loss was caused by a medical condition, alopecia areata.

This explanation was usually sufficient to avoid further questioning or pushback from the general public, but I still avoided getting my hair cut because it was so uncomfortable for me to have someone looking up close at the damage that my pulling had caused. When I did finally manage to schedule an appointment, I was so embarrassed by the end of it that I wouldn’t go back to them again – which left me “hairdresser hopping” for years.

When I started to open up about it in my 30s, I was finally able to tell one stylist, Renee, who had such a helpful response – she shared that she also pulled from her eyebrows, and used bangs to hide any irregularities.

From then on, Renee was my girl! I had found someone that I trusted and felt safe with, so there was no need to keep jumping to other stylists. Renee also didn’t call out when I went to six months between haircuts. She understood. Unfortunately for me, after a few years, Renee decided to go back to school for a different profession, which left me looking for a new stylist again. I tried a few others, but their reactions when I disclosed the reason for my bald spots were awkward, or they just didn’t have the skills for my complex hair needs. So I was back to hairdresser hopping.

Then I found Bridget. Bridget didn’t have trich like Renee, but she was warm and understanding about my hair pulling, and she did a fabulous job of evening out my thin areas. And I have stuck with Bridget ever since.

My story isn’t unique. For many people with trichotillomania, going to a salon or meeting a new stylist can be such an uncomfortable and embarrassing ordeal that they just avoid it altogether. So when they find someone they can trust and feel comfortable with, they become incredibly loyal customers.

With an estimated 3 to 10 million people in America having trichotillomania, the body-focused repetitive behavior (BFRB) community represents a significantly underserved market, and many of them are desperate to find a professional they can trust – they just don’t know how to find them.

Consider this: while typical clients might switch stylists for convenience, price, or variety, trich clients who find professionals they are comfortable with often stay for years. These are clients who will drive farther, pay more, and book regularly once they feel safe and understood. And when you connect with trich clients, it’s not only your professional services they’ll be receiving – it’s also a safe space and confidence boost for those who really need it.

So how can you help if you feel called to support the trich community? There are several strategic ways to connect with these potential clients:

Partner with Healthcare Providers: Contact local dermatology, psychiatry, or psychotherapy practices to let medical and mental health providers know that you’re a reliable resource for BFRB clients. Specialized providers such as psychodermatologists or therapists specializing in BFRBs are harder to find, but would be especially helpful to pair up with. Many doctors and therapists would love to have a stylist resource for clients, but don’t know who has the understanding and skills needed.

Connect with Local BFRB Support Groups: If your area has a local BFRB support group, contact the group organizer to let them know that you can help! They may already know who really needs your services and can pass your info on to attendees.

Identify Trich Customers Already In Your Chair: If you see a client with uneven density or length that’s not consistent with normal breakage, areas with varying degrees of hair loss, unusual regrowth pattern, they may have trich. You might help them feel more comfortable disclosing their hair pulling if you say something like, “I see clients who have hair loss for so many different reasons, from medical conditions to hair pulling, and I welcome them all. Hair loss is tough, regardless of the cause.”

The BFRB community isn’t just looking for a haircut – they’re looking for compassion, advanced skills, and a safe space. Stylists who can provide this combo don't just gain clients, they gain passionate advocates who will refer friends and family for years to come.

In a crowded market where stylists compete on price and convenience, you can differentiate yourself by offering something far more valuable: compassion. The trich community needs you, and when you show up for them they’ll show up for you, in ways that will transform your business.