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Freckles, tattoos, and imperfect hairlines: inside LEO, the men's hair loss brand that ditches the gloss
LEO, a new men's hair loss brand, launched a refreshing identity by Creative Spark that ditches typical glossy perfection for honest, relatable imagery and messaging.
What: Manchester agency Creative Spark developed a disruptive brand identity for LEO, a men's medicated hair loss subscription service. The campaign, launched around May 20, 2026, uses candid photography featuring real men with imperfections and a conversational tone, centered on the tagline "Where's your head at?".
Why it matters: This branding strategy reflects a broader trend of brands moving towards authenticity and empathy in marketing, recognizing that consumers, particularly men on sensitive topics like hair loss, respond better to genuine connection than aspirational but unrealistic portrayals. It echoes Dove's "Real Beauty" campaign by valuing relatability over idealized perfection.
Original article
LEO launched a new brand identity by Creative Spark that rejects the glossy, hyper-masculine style typical of men's hair loss advertising in favor of honest, relatable messaging and real-looking imagery. Built around the line “Where's your head at?”, the campaign focuses less on selling perfection and more on helping men feel understood, using candid photography, straightforward language, and a more emotionally open approach to hair loss and self-esteem.
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