British consumers are happy to spend thousands of pounds in order to ensure a full head of hair, research shows.
A survey by Optima Hair Specialists found that 47 per cent of hair loss sufferers would spend their life savings if it meant they could combat their hair loss.
Fifteen per cent of respondents revealed that they have already spent between £5,000 and £10,000 on hair loss solutions, and five per cent have shelled out up to £20,000.
Peter Murtha, founder of Optima Hair Specialists, commented: "Image is so important in today's celebrity-fuelled culture and hair loss can be deeply traumatic."
Mr Murtha revealed that he spent nearly £18,000 on his own hair loss problem and would willingly have spent far more.
"What many hair loss sufferers often don't realise is that it doesn't have to cost a fortune to completely change how you are perceived and boost your self-confidence," he noted.
Hair loss sufferers can try a range of surgical and non-surgical treatments, but hair transplant is viewed as the only permanent method of hair restoration.
Consumers who choose to visit a private hair transplant clinic in the UK might expect to pay between £1,500 and £4,000 for up to three sessions.
What's better? Private or NHS healthcare?