Lars Norlén, chief physician in dermatology at the dermatology clinic at the New Karolinska University Hospital, says that his patients repeatedly tell us that their lives lack meaning when they lose hair.

"The majority of men who lose hair accept it, but there is one group that suffers immensely. I have met people with deadly cancers who have a better quality of life than some with hair loss. It's such an incredibly strong identity marker," says Lars Norlén.

He also feels that many men are trying to do something about baldness. For example, through hair transplants or other treatments.

"There's been an industry developing in that, the whole society has drifted more towards the importance of appearance. But it is important to point out that measures and treatments for hair loss also existed 20-30 years ago.

Joseph: "Sensitive issue"

Josef Appelqvist has been using a so-called hair system for several years.

" You should not be ashamed either of being bald or of seeking help for it.

But can't the concealment of hair loss lead to increased stigma?

"It's a sensitive issue. But the important thing is that you dare to be open about baldness or that you want to do something about it. The hair system has meant an incredible amount to me.

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The hairdresser: "When it comes to men, it's okay to laugh" Photo: Mika Aberra/SVT

Josef Appelqvist and Osama Aljaiab are some of those who participate in the new documentary "We don't say tupé". Watch it on SVT Play, or Thursday 30/3 at 20:00 in SVT2.