It's a billion dollar industry, but for many, hair products just don't bring back what genetics can take away.
But there's a new procedure that's showing promise for some. And it uses your own body to bring back your hair.
Vickie McKenna wasn't always a fan of getting photographed. She had been losing her fine, thin hair for years and was self conscious of the bald spot on the back of her head.
Nothing seemed to work.
"I've tried every product under the sun," she told us.
So when McKenna heard about Platelet-rich plasma, or PRP, she was ready to try it. But she wasn't prepared for the results.
"This is crazy, because I feel so pretty. I'm going to cry because I never could have long hair," she exclaimed after undergoing treatment.
Dr. Lydia Parker began offering the treatment 5 months ago.
"I've never seen anything that worked this well for hair growth before, " said Dr. Parker. "I don't think anyone has. The results are dramatic."
Rob Stepan agrees. Male-pattern baldness runs in his family. But after just one treatment, he's already seeing results. "After just three or four weeks, I'm like a shrub," he told us. "I'm growing so much hair, it's just amazing."
Nurse Anne Milovancev, a certified PRP specialist, is ready to begin Rob's second treatment. She starts by taking blood out of Rob's arm and into a centrifuge to separate the plasma from the red blood cells.
The gold-colored plasma goes back into Rob, but this time it's put right into his scalp. The growth factors stimulate hair to start growing again.
The other difference is that the centrifuge spins not once, but twice. The second spin is the liquid gold which is totally platelet-rich and put where it's needed most.
The rest of the blood is put to good use, going into areas on Rob's scalp where hair is more prevalent. "The idea of stimulating, using your own body chemistry to stimulate growth in your hair is perfect," said Rob. "It's holistic."
PRP isn't new. Athletes like Tiger Woods, Rafael Nadal, and Steph Curry have all used it to help recover from sports injuries. But using it for hair loss is new.
"Actually this has shown to be what really seems to be the greatest use of PRP, " says Dr. Parker. "Where this treatment is really so much better than anything we had in the past."
Vickie's had three treatments and will do one more. The treatment isn't permanent, which is why patients must do maintenance once or twice a year.
But both Vickie and Rob are sold on the results.
Yes - there is a price! When are hair loss treatments ever inexpensive?
PRP costs about $1,200 per treatment. How many treatments varies for each individual.
Read more about Dr. Lydia Parker's work in PRP Therapy by checking out her website.