The HMM Index · Hair loss and non-surgical restoration · Instance 02 · Instagram
The Hair Loss Index, Instagram
Living competitive intelligence for non-surgical hair loss studios across Northern Ontario and the Greater Toronto Area. Nine brands across ten handles, because one operator runs two accounts and two have stopped posting. 185 posts analysed across the last 90 days, scraped live on 8 September 2026.
Two of the nine have effectively stopped posting. Wig Boutique published one post across its Sudbury and Sault Ste. Marie accounts in 90 days. Ethereal Ink by Ash, the only scalp micropigmentation studio inside the Sudbury catchment, published nothing at all.
That is the first finding of this index. Northern Ontario attention in this category is currently uncontested. The only local account posting with any weight is a dermatology clinic that treats hair loss as a side service, and it reaches 883 people a reel. Read every number below against that.
Category pulse
The scoreboard
Nine brands ranked by Index Score, a first cycle with no movement column yet. A different instrument from the real estate index: Discovery uses views per follower, Consideration uses comments per post, and Conversion path scores the caption ask and the taps between a post and a booked consultation. Four brands sit below the cadence floor and are marked.
| Account | Score | Followers | Posts | Reels | Views / foll | Avg likes | Avg comm | Flag |
|---|---|---|---|---|---|---|---|---|
| Mulberry@mulberryhairextensions TOURING |
62 #1, cycle 001 |
15,563 | 17 | 100% | 1.04x | 74.3 0.63% ER | 24.0 | DM MECHANIC |
| Hair Loss Lab@hairlosslab.sudbury NORTH |
55 #2, cycle 001 |
836 | 32 | 75% | 4.30x | 21.6 2.67% ER | 0.7 | NO ASK |
| Wigs R Us Toronto@wigsrustoronto GTA |
21 quarantined |
5,699 | 2 | 100% | 0.20x | 11.0 0.27% ER | 4.5 | LOW CADENCE |
| Toronto Wig Studio@torontowigstudio GTA |
13 quarantined |
1,538 | 4 | 75% | 0.23x | 7.0 0.52% ER | 1.0 | LOW CADENCE |
| Truly You@trulyyouhair GTA |
12 #3 of those in scope |
6,567 | 27 | 33% | 0.27x | 25.3 0.40% ER | 1.0 | ORGANIC |
| Sudbury Skin Clinique@sudburyskinclinique NORTH |
8 #4 of those in scope |
2,774 | 49 | 57% | 0.32x | 7.2 0.26% ER | 0.1 | VOLUME, NO REACH |
| Wig Boutique@wigboutiquesudbury + @wigboutiquessm NORTH |
8 quarantined |
962 | 1 | 0% | n/a | 3.0 0.52% ER | 2.0 | DORMANT |
| Modern Pigment@modernpigment GTA |
6 #5 of those in scope |
26,280 | 28 | 46% | 0.02x | 8.5 0.04% ER | 1.5 | VANITY BASE |
| Ethereal Ink by Ash@ethereal.ink.byash NORTH |
n/a no in-window posts |
1,651 | 0 | n/a | n/a | n/a | n/a | DORMANT |
Mulberry wins this index without winning a single reach metric. It sits at 1.04 views per follower against Hair Loss Lab's 4.30, and it still takes first place, because 30 percent of the score sits on Consideration and Mulberry earns 24 comments a post against 0.7. The scoreboard is telling you that in this category the caption is worth more than the algorithm.
What the top of the board is actually doing
Read from all 167 brand-authored captions and the creative itself. Language and mechanics, not just counting.
Mulberry, number one
A tour schedule dressed as a content calendar
Seventeen reels, all of them reels, and twelve of them are pop-up announcements for a different Ontario town: Niagara-on-the-Lake, Ajax, Richmond Hill, St. Catharines, Collingwood, Barrie, Stratford, Ottawa, Whitby, Windsor. Every one closes on DM the city name to book, and the comment column is people doing it in public: a median of 19 comments a post. The outlier is not a pop-up at all. A birthday reel for the brand's television ambassador pulled 539 likes and 35,928 plays, 13 times the account's own median.
Hair Loss Lab, number two
The reach engine that forgot to ask
Twenty-four reels on an 836 follower base, and the scalp education series is doing exactly what it should: 15,554 plays on the best reel, 18.6 times the follower count. Then the caption ends on a variant of "follow to learn more". 23 of 32 posts drew zero comments. The 1 August launch teaser week, "the countdown is officially on", "tomorrow changes everything", "the secret is officially out", was the account's best reach week and its quietest comment week at the same time.
Truly You, number three in scope
Credentials carry, promotions do not
The best-liked post on the account is two specialists beside a World Trichology Conference banner in Paris, 131 likes against a median of 16. The second best is a reel titled "Ask Caroline Ruggiero, Toronto's Trichology Expert" at 108. The Alma TED summer sale post pulled 15 and the Hair Replacement Foundations course announcement pulled 2. When the account shows a named expert, it earns roughly eight times its median. When it sells, it earns a fraction of it.
Sudbury Skin Clinique, number four in scope
Fifty-six posts, one of them about hair
The heaviest publisher in the index at 56 posts, on a near-daily rhythm, and it treats hair loss as one line in a menu that is mostly Botox, Emsculpt and SPF. 51 of 56 posts drew no comment at all. The reach is honest (0.99 times followers on the best reel) and the volume is real, but almost none of it is aimed at the buyer this index measures. It ranks fourth on cadence, not on category.
Captions are strategy documents your competitors publish for free. One window of them tells you who has a mechanic, who has reach without one, and who is posting into a category they are not really in.
Stage 1, Discovery
Average reel plays divided by followers. Instagram Insights would call this non-follower reach; from outside, this is the honest proxy. Above 1.0 means the content is escaping the follower base.
| Account | Views per follower | Value |
|---|---|---|
| Hair Loss Lab | 4.30x | |
| Mulberry | 1.04x | |
| Sudbury Skin Clinique | 0.32x | |
| Truly You | 0.27x | |
| Toronto Wig Studio | 0.23x | |
| Wigs R Us Toronto | 0.20x | |
| Modern Pigment | 0.02x |
One account in this index is genuinely good at reach, and it is the smallest one. Hair Loss Lab produced 86,183 plays from 24 reels in 90 days on an 836 follower base. The format doing it is a scalp education series: follicle miniaturization, the Ludwig Scale, postpartum shedding, DHT sensitivity. Those reels clear 3,200 plays each and the best hit 15,554.
Modern Pigment is the counter-case. 26,280 followers producing 510 plays a reel is an audience assembled from training course reach, not from local buyers. Follower count is the vanity number in this category and this index greys it out for that reason.
Stage 2, Consideration
Average comments per post. In a category people are embarrassed to be seen in, a public comment costs the viewer something real, which is why the accounts that engineer it pull away from the ones that hope for it.
| Account | Comments per post | Value |
|---|---|---|
| Mulberry | 24.0 | |
| Wigs R Us Toronto | 4.5 | |
| Wig Boutique | 2.0 | |
| Modern Pigment | 1.5 | |
| Truly You | 1.0 | |
| Toronto Wig Studio | 1.0 | |
| Hair Loss Lab | 0.7 | |
| Sudbury Skin Clinique | 0.1 |
The best-reaching account in this index is second from the bottom on the metric that predicts a booking. 23 comments across 32 posts, and 19 of the 24 reels drew zero. The cause is not the content, it is the last line of the caption. The education reels close on a variant of "Follow to learn what is behind your hair loss". There is no ask, no keyword, no link.
Mulberry's 24 comments a post is not luck and it is not audience love. It is a mechanic: every post ends on DM the city name to book a free appointment, and the comment count is people doing exactly that in public.
Stage 3, the path to a booking
The funnel only pays if the post names a next step. Read from captions, bios and link destinations across the full 90 day window.
| Account | In-caption ask | Booking route | Friction |
|---|---|---|---|
| Mulberry | DM the city name to book a free appointment | DM keyword, venue address sent on confirmation | One tap, never leaves the app |
| Wigs R Us Toronto | Free virtual consultation offer | DM or website form | Two taps |
| Hair Loss Lab | None on 19 of 24 reels | Link in bio, free scalp exam | Two taps, and only if the viewer goes looking |
| Truly You | Occasional, mostly credentialing | Phone and website | High, leaves the app |
| Sudbury Skin Clinique | Link to book, in bio only | Bio link to a consult form | High, and the posts never point at it |
| Wig Boutique, Ethereal Ink | Not posting | Phone, appointment only | n/a |
The two best-performing posts on the best-reaching account in this index are the two that asked. Two carousels from February, opening on "Hair loss is quiet. It happens slowly. In the shower drain" and closing on "Book the complimentary scalp exam. Link in bio", hold 152 and 73 likes against a current reel average of 21.6.
The account then traded that format for pure education. It gained reach and lost the ask. Both formats work. They do different jobs and the archive already proves it.
The vision pass
Everything above came from text and metrics. Nothing above involved looking at a single frame. Eight frames, one per brand with a post in the window, the best-liked post on each account, downloaded and read at pixel level.
WINS
Mulberryambassador birthday reelIn frame: A television studio set: a woman in a multicolour crochet mini dress, arms raised, in front of a curved grey sofa and a black and white chevron rug, with "Happy Birthday, Melissa!" in pink script across the frame.
The best post in the entire index at 539 likes and 35,928 plays, and it is not a pop-up, a topper or a before-and-after. It is a named person the audience already watches on daytime television. A brand ambassador is a distribution deal, and this frame is the receipt.
WINS
Hair Loss Lablaunch countdown reelIn frame: A practitioner in a white clinic coat holds a printed teaser poster over their own face: "BREAKTHROUGH TECHNOLOGY, COMING AUGUST 1" above a blurred handheld device, with "BE BREAKTHROUGH" captioned below.
No face, no result, no scalp. A poster held up in a treatment room, and it still pulled 14,299 plays and 51 likes, roughly three times the median. Anticipation carried it. The account had something to announce and the frame stopped being the variable, which is the same rule the real estate index found with a fund launch.
WINS
Truly YouWorld Trichology Conference carouselIn frame: Two women in summer dresses with conference lanyards flank a tall roll-up banner reading "World Trichology Conference, Paris, July 12 2026", sponsor logos along the bottom, a hotel window behind.
The most-liked post on the account at 131 likes, 8.2 times its median, and there is no product in it. Two named specialists at an international conference. In a category where the buyer is scared of being sold to, a credential in a photograph outperforms every result reveal on the page.
WINS
Sudbury Skin CliniqueSPF reminder carousel, first slideIn frame: A mirror selfie of two aestheticians in scrubs inside a treatment room, white cabinets and a treatment bed behind them, with "wtf is not working with your bestie" in blue block text across the middle.
Their best post of the window, and the first slide has nothing to do with the SPF reminder in the caption. It is two members of staff being people. 19 likes against a median of 6, on an account whose product and procedure posts sit at 1 to 5. The pattern is the same one the rest of this page keeps finding: faces beat treatments.
AVERAGE
Modern Pigmentfree consultations reelIn frame: A studio-grade poster: a bald, tattooed man on the phone outside a black storefront with the Modern Pigment door decal, "FREE CONSULTATIONS" in gold, a feature list, and a boxed call to action reading "DM CONSULT for your free assessment".
The highest production value on this page and the only frame in the index with a keyword ask printed inside the creative. It is the account's best post at 27 likes on 26,280 followers, and it drew zero comments. A DM mechanic only works on an audience that is actually there. This one was assembled from training-course reach and does not answer.
AVERAGE
Wigs R Us Toronto"From losing" topper reelIn frame: A young woman in glasses and a black sweatshirt with long, glossy dark hair, in a boutique with a pink floral wall and rows of blonde wigs on mannequin heads behind her.
One of only two feed posts in ninety days. A real client, a real result, shot in the shop, and it lands near the account median at 13 likes. Nothing wrong with the frame. The account has simply moved its output somewhere this index cannot see, most likely Stories.
AVERAGE
Toronto Wig Studio"Custom made" carouselIn frame: A long blonde wig on a white stand on a glass salon trolley, a hand with a pink manicure touching the hair, Davines product jars in the foreground, a blurred salon behind.
Product on a stand, nobody wearing it. 12 likes, the best on a four-post window, and about twice the account median. This is also the only account in the index running paid ads, four of them since January, and none of that spend shows up in the organic feed.
UNDERPERFORMS
Wig Boutique"Quick opinion check" staticIn frame: A woman in her fifties in a white top wearing a wavy brunette wig, photographed in a fitting room with a tri-fold mirror, a silver wall clock and grey curtains behind her.
The only feed post across two accounts in ninety days, and it asked the audience a question: three likes, two comments. That is not a creative failure, it is an absence. The client in the chair is exactly who this category should be showing, once a month at minimum.
The four frames that win all open on a person the audience can name or recognise: a television ambassador, two specialists at a conference, two aestheticians in scrubs, a practitioner holding up a launch poster. The four that sit at average or below open on product or procedure: a wig on a stand, a poster with a phone number, a result shot, a fitting-room mirror. In a category built on embarrassment, the buyer responds to the people, not the hair. The one exception proves the other rule from the real estate index: Hair Loss Lab hid the face entirely and still won, because the post carried news.
The creative positioning map
Every axis is a measured number. X, reach beyond the base: average reel plays divided by followers, log scale. Y, conversation: average comments per post, log scale. Circle size is follower count, the vanity number. Hover any circle. Wig Boutique and Ethereal Ink have no reel in the window and are not plotted.
The top right corner has one occupant. Mulberry reaches past its base and gets answered, at 1.04 times followers and 24 comments a post. Hair Loss Lab sits alone at the far right, 4.30 times followers and 0.7 comments: the most reach in the index and almost no conversation. Everyone else is in the quiet corner. The distance between Hair Loss Lab and the winning corner is vertical, and vertical is the cheap direction: it is a closing line in a caption, not a media budget.
Plot your market on reach and conversation and the strategy writes itself. If you are right and low, add the ask. If you are left and high, buy or earn reach. Only if you are left and low do you have a content problem.
The boost ledger
Ratios that resist buying, read together, with the 90 day peak reel linked so no spike can hide. Cross-checked against the Meta Ad Library for all nine brands on 9 September 2026. Directional flags from public data, never spend receipts.
| Account | Peak / foll | 90 day peak | Comment:like | The read | Flag |
|---|---|---|---|---|---|
| Mulberry | 2.48x | 38,652 | 32.2% | Every reel closes on a DM keyword and the comment column proves people use it. The comment to like ratio is far above the healthy band for the honest reason: comments here are booking requests, not conversation. | DM MECHANIC |
| Hair Loss Lab | 18.61x | 15,554 | 3.3% | 18.61x on 836 followers lands in the band the real estate index calls "likely pushed". Here it is not. No ad library entry, no call to action, and the plays sit on an education series the algorithm distributes on its own. Small base, organic escape. | ORGANIC REACH |
| Wigs R Us Toronto | 0.25x | 1,452 | 40.9% | Two posts is too few to read. The ratio is high because six comments landed on thirteen likes, which is one post doing all the work. | LOW CADENCE |
| Toronto Wig Studio | 0.30x | 467 | 14.3% | The only brand in the index with verified paid activity: four ads active since January 2026 on Facebook, Instagram and Audience Network, all "Get directions". None of it touches the organic feed, which peaks at 0.30x. | ADS |
| Truly You | 0.77x | 5,027 | 3.9% | Reach stays inside the follower base and the comment ratio is healthy. The account earns what it gets from credentials, not spend. | ORGANIC |
| Sudbury Skin Clinique | 0.99x | 2,755 | 1.5% | Peak under 1x on a 2,774 base and 51 of 56 posts without a comment. Volume with no reach and no conversation, on content mostly outside the category. | VOLUME, NO REACH |
| Wig Boutique | 0.00x | n/a | 66.7% | One static post across two accounts. Nothing to measure. | DORMANT |
| Modern Pigment | 0.03x | 756 | 18.1% | A 26,280 follower account whose best reel reaches 0.03 times that number. The comment to like ratio is inflated by tiny denominators, not by intent. The audience is not local and does not respond. | VANITY BASE |
Play counts include replays and autoplays. The Ad Library was searched by brand name, country Canada, so a page advertising under a different name would be missed. Toronto Wig Studio is the only verified advertiser in the index, and its ads are store-visit ads, which is why they leave no trace on the feed.
What good looks like
Provisional bands derived from cycle 001 of this category, not imported from consumer Instagram or from the real estate index. Treat as provisional until cycle 003.
Views per follower
Read: two accounts clear the top band, Hair Loss Lab at 4.30x and Mulberry at 1.04x. Modern Pigment and Wigs R Us sit in the invisible band with the two largest audiences on the page.
Comments per post
Read: Mulberry is the only account above 5, and it is there by mechanic. Hair Loss Lab and Sudbury Skin Clinique, the two Northern accounts still posting, both sit below 1.
Comment to like ratio
Read: Hair Loss Lab and Truly You are healthy at 3.3 and 3.9 percent. Mulberry's 32 percent is above the band because the comments are bookings. Modern Pigment's 18 percent is above it because the like counts are tiny.
Benchmarks are category and size specific, but these three bands work everywhere. Compute them for your market once and every competitor number you see afterwards has context.
Which content themes actually work
Median likes by caption-read theme across all 167 brand-authored posts in the window. Each post was coded once from its caption.
| Theme | Posts | Median likes | Relative pull | The read |
|---|---|---|---|---|
| Pop-up and tour announcement | 12 | 53.5 | Twelve posts, all Mulberry, and the highest median on the page. A date, a town and a keyword to DM | |
| Team and credentials | 10 | 30.5 | A named specialist, a conference, a certification. Seven of the ten are Truly You, and this is where its best posts live | |
| Client story and testimonial | 24 | 17.5 | A real person in the chair, or their words. Spread across five accounts and reliable everywhere it appears | |
| Scalp and hair education | 28 | 11 | Follicles, DHT, shedding, the Ludwig Scale. Hair Loss Lab's reach engine, and it earns plays far better than likes | |
| Launch teaser | 7 | 11 | Countdowns and "something exciting is coming". Big on plays for Hair Loss Lab, flat on likes for Sudbury Skin Clinique | |
| Result reveal | 50 | 7 | The most published theme in the index and one of the weakest. Session results, before-and-afters, scar camouflage | |
| Skin and body, not hair | 26 | 7 | Sudbury Skin Clinique's Botox, Emsculpt and SPF calendar, counted because it is on the account this index tracks | |
| Promo, sale and hiring | 9 | 5 | Sales, courses, "DM your resume". The bottom of the table on every account that tried it |
Result reveals are the most published theme on the page and sit near the bottom of it. 50 of 167 posts, 30 percent of everything the category published in ninety days, are before-and-afters and session results pulling a median of 7 likes. People and places pull 30.5 and 53.5. The buyer in this category is not scrolling for proof that the procedure works. They are scrolling for evidence that someone like them walked in and walked out fine.
Count your own last 30 posts by theme, then look at where engagement actually came from. Most brands discover most of their calendar is filled with their weakest theme.
Format
The rule that half transfers from consumer categories.
Reels out-earn statics roughly two to one on likes here, and they are the only format that reaches anyone outside the follower base at all: every play figure on this page is a reel. So format is a real lever in this category, unlike private real estate. But the gap between the best and worst theme is 11 to 1, against two to one for format. Post reels, and post them about people.
Campaign watch
What is running right now, read from recurring language and formats across 167 captions. Each row links to a live example.
| Account | Signal | What it is | Density | Status |
|---|---|---|---|---|
| Mulberry | Summer pop-up tour | 12 announcement reels in the window, one town at a time, each closing on "DM the city name". Median 53.5 likes and 25.5 comments per stop. post | weekly | WORKING |
| Mulberry | Ambassador moment | A single birthday reel for the brand's television ambassador: 539 likes, 35,928 plays, 13 times the account median. post | burst | LANDED |
| Hair Loss Lab | 1 August launch | A five-day countdown, "the countdown is officially on" to "the secret is officially out", 4 posts between 28 July and 1 August. The best reach week on the account, 14,299 plays on the peak, and 2 comments across all of it. post | burst | REACH, NO ASK |
| Hair Loss Lab | "Beneath the Scalp" episodes | A numbered education series, EP.3 to EP.5 in the window, on the patterns and stages of hair loss. 6 to 40 likes, no ask on any of them. post | series | NO ASK |
| Truly You | #TrichoTrivia | A recurring quiz carousel on hair science. 2 in the window at a median of 26 likes, above the account median. post | recurring | WORKING |
| Truly You | Alma TED sale and Foundations course | Two promotions and a paid course announcement. 15 likes on the sale, 2 on the course, against a median of 16. post | seasonal | NOT LANDING |
| Sudbury Skin Clinique | Body and injectables cycle | Emsculpt NEO, Botox, Dysport and CoolSculpting, 12 posts on a near-daily calendar. Median 7 likes and almost no comments. Hair loss appears once. post | daily | OFF CATEGORY |
| Modern Pigment | SMP session results | 19 of 28 posts are session results and scar camouflage reveals, median 6 likes on 26,280 followers. The best post on the account is the one that is not a result. post | recurring | FLAT |
| Toronto Wig Studio | Meta "Get directions" ads | Four ads active since January 2026 across Facebook, Instagram and Audience Network, all store-visit objective with testimonial copy. The organic feed carries four posts in ninety days. ad library | always on | ADS, ORGANIC QUIET |
| Adjacent accounts | Collaborator posts | Posts co-authored by a stylist or founder account and shown on the brand feed: 8 in the window across four brands. The stylist collab on Toronto Wig Studio pulled 79 likes against a brand median of 6.5; the founder collab on Hair Loss Lab pulled 123 against 17.5. post | occasional | OUTPERFORMING |
A competitor's campaign calendar is reconstructable from public posts: name, message, duration, intensity. Planning next quarter without this table for your market is planning blind.
The cohort read
Pooled average views per follower per cohort, quarantined accounts excluded before pooling. Averages this cycle, medians from cycle 002.
Northern Ontario
pooled average, two accounts in scope
Hair Loss Lab, Sudbury Skin Clinique, Wig Boutique, Ethereal Ink
Two of four accounts are dormant and one is a dermatology clinic posting about everything but hair. The number is Hair Loss Lab's alone: strip it out and the North reads 0.32x. The most contestable market in the index has one contestant.
Greater Toronto Area
pooled average, two of four in scope
Truly You, Modern Pigment, Wigs R Us, Toronto Wig Studio
The biggest audiences on the page and the least reach. Modern Pigment's 26,280 followers watch 510 plays a reel. Truly You earns its median on credentials and stays inside its base. Two accounts are below the cadence floor. Follower count and market size predict nothing here.
Touring
one account, no fixed location
Mulberry
The only brand competing in every cohort at once, because it competes in none of them. It holds first place on the caption ask, not on reach, and its next stop decides which of the other two cohorts this section looks like in cycle 002.
Never pool one number across a whole category. A figure that mixes a 26,280 follower account with an 836 follower clinic describes nobody.
The competitor that arrives without opening a location
Every other brand in this index competes inside its own city. One does not.
Mulberry runs a touring pop-up model. It has no Northern Ontario location and does not need one. It books one day pop-ups city by city, announces each with a reel, and takes appointments by DM keyword. Those announcement reels are the highest performing content in this entire index: 25,573 plays for Whitby, 9,865 for St. Catharines, 35,920 on the July peak.
Its product overlaps the Northern incumbent almost exactly: low density human hair toppers, wigs and halos for women experiencing thinning. Confirmed stops so far run Whitby on 25 August and St. Catharines on 13 September. Sudbury is a plausible next stop, and it would arrive with a content engine no local studio can match on volume.
The category story
The caption is worth more than the algorithm.
The narrative finding of cycle 001
This category has one account that solved reach and one account that solved the ask, and they are not the same account. Hair Loss Lab escapes its base at 4.30 times followers and asks for nothing. Mulberry reaches a quarter as far and books consultations in the comments. The scoreboard puts Mulberry first because a booking is worth more than a play, and because the index weights the stage where this category actually leaks.
What the vision pass and the theme table add is the second lever. Every frame that wins opens on a person, and the most published theme on the page, the result reveal, sits near the bottom. Buyers in an embarrassing category do not respond to proof of procedure. They respond to evidence that someone like them walked in.
On this platform, in this category, reach is available to anyone who educates, and it is worth nothing until a caption tells the viewer what to do next.
One brand doing well is noise. One brand winning on a single mechanic that every other brand has left out is the market telling you what the channel requires. Watch the mechanic, not the post.
The cautionary tale
The largest idle audience in the index.
Modern Pigment, 26,280 followers, 0.02 views per follower
The biggest audience on the page by a factor of almost two, and the lowest reach on it by a factor of ten. 28 posts in ninety days, 19 of them session results and scar camouflage reveals, a median of 7 likes and 15 posts with no comment. Its best post is the only creative in the index that prints a DM keyword inside the frame, and it drew zero comments too.
This is not a content problem, and it is not a mechanic problem. It is an audience problem. The follower base was assembled from SMP training-course reach, which is a national audience of practitioners, not a local audience of people losing their hair in the GTA. A keyword ask cannot convert people who were never buyers.
The fix is not more posts. It is a new base: local collaborator posts, geo-tagged reels, and the honest acceptance that 26,280 is the vanity number this index greys out for exactly this reason.
An audience you built for one purpose will not answer when you ask it for another. Check who your followers actually are before you spend a quarter talking to them.
What the index says to do
Ordered by expected effect on booked consultations, not on follower count.
| # | Move | Why the data says so |
|---|---|---|
| 01 | Put a keyword ask on every education reel | The reach already exists and costs nothing more. One closing line, comment or DM a single word, routed to the free scalp exam. This is the entire distance between the number two and number one accounts on this scoreboard. |
| 02 | Bring the emotional carousel back on a fixed weekly slot | The February format outperformed everything published since. Run it weekly alongside the education reels. Reels earn the reach, carousels convert it. |
| 03 | Claim the North while it is empty | Two Northern competitors are dormant and the third reaches 883 people a reel. Geo-tag every post and name the towns in captions. This window closes the moment anyone local starts posting again. |
| 04 | Turn on the adjacent accounts | Collaborator posts on stylist and parent salon accounts are already outperforming the brand handle carrying the same content. One shoot, three audiences, no extra production. |
| 05 | Watch the tour schedule | Check the touring account monthly for a Northern date. A studio beats a pop-up on aftercare and permanence, and that is the argument to have ready before it is needed, not after. |
The full post log
All 167 brand-authored posts in the window, every metric, every link. Pick an account to filter. Hooks are the caption's first line, with dashes normalised to commas. Collaborator posts from stylist and founder accounts are listed in Campaign watch, not here.
| Account | Date | Format | Hook, first line | Likes | Comments | Plays | Link |
|---|---|---|---|---|---|---|---|
| Mulberry | 2026-09-08 | Reel | ETOBICOKE, FALL POP-UP! 🍂🚐 | 4 | 0 | 429 | post |
| Mulberry | 2026-09-06 | Reel | ST. CATHARINES, FALL POP-UP! 🍂✨ | 39 | 4 | 10,977 | post |
| Mulberry | 2026-08-20 | Reel | Tuesday August 25th, 2026 | 5 | 2 | 1,181 | post |
| Mulberry | 2026-08-14 | Reel | WINDSOR, SUMMER WEEKEND POP-UP! 🚐☀️ | 70 | 72 | 24,825 | post |
| Mulberry | 2026-08-10 | Reel | WHITBY, ONE DAY ONLY! 🚐✨ | 96 | 43 | 25,577 | post |
| Mulberry | 2026-08-08 | Reel | The Mulberry Tour is rolling back to the capital for 3 DAYS and we couldn't be more excited! 🍁 | 86 | 34 | 38,652 | post |
| Mulberry | 2026-08-04 | Reel | STRATFORD, WE'RE POPPING UP! 🎭✨ | 52 | 34 | 17,527 | post |
| Mulberry | 2026-08-02 | Reel | BARRIE, SUMMER WEEKEND POP-UP! 🚐☀️ | 61 | 8 | 15,500 | post |
| Mulberry | 2026-07-27 | Reel | COLLINGWOOD, SUMMER WEEKEND POP-UP! 🚐☀️ | 101 | 27 | 29,529 | post |
| Mulberry | 2026-07-22 | Reel | Dm your resume! We’d love to chat! | 10 | 0 | 1,816 | post |
| Mulberry | 2026-07-20 | Reel | We love seeing our clients own their routines and rock their hair pieces with confidence! 🥰 | 33 | 7 | 2,351 | post |
| Mulberry | 2026-07-14 | Reel | ST. CATHARINES, SUMMER WEEKEND POP-UP! 🚐☀️ | 41 | 19 | 24,159 | post |
| Mulberry | 2026-07-05 | Reel | RICHMOND HILL, WE'RE COMING! 🚐☀️ | 30 | 24 | 6,570 | post |
| Mulberry | 2026-07-01 | Reel | Happy Birthday to our ambassador, muse, and unstoppable woman, Melissa Grelo! 🥳👑✨ | 539 | 51 | 35,928 | post |
| Mulberry | 2026-06-23 | Reel | AJAX, SUMMER WEEKEND POP-UP! 🚐☀️ | 39 | 62 | 21,790 | post |
| Mulberry | 2026-06-13 | Reel | NIAGARA-ON-THE-LAKE, WE'RE POPPING UP! 🍷🌿 | 55 | 15 | 17,084 | post |
| Mulberry | 2026-06-12 | Reel | Love seeing you again Shari at our new location in Oakville! | 8 | 6 | 1,881 | post |
| Hair Loss Lab | 2026-09-08 | Reel | Does thinning hair mean you have too much testosterone? Not necessarily. 🧬 | 10 | 0 | 471 | post |
| Hair Loss Lab | 2026-09-07 | Reel | My client grabbed this shot while I was focused on the details 👊 Appreciate the trust and the behind-the-scenes photo! | 4 | 0 | 232 | post |
| Hair Loss Lab | 2026-08-15 | Reel | What if your cells could text each other? 📱🧬 | 8 | 0 | 941 | post |
| Hair Loss Lab | 2026-08-15 | Reel | Why does your hair look incredible during pregnancy… then suddenly start falling out after? 👀 | 16 | 0 | 1,938 | post |
| Hair Loss Lab | 2026-08-13 | Reel | Your hair can look “fine” long before it looks like hair loss. 🔬EP.5 | 40 | 0 | 3,217 | post |
| Hair Loss Lab | 2026-08-12 | Reel | Hair loss doesn’t happen all at once, it often follows a pattern. 🔬 EP.4 | 6 | 0 | 1,331 | post |
| Hair Loss Lab | 2026-08-11 | Reel | BENEATH THE SCALP EP.3 🔬 | The Patterns of Hair Loss | 7 | 0 | 1,341 | post |
| Hair Loss Lab | 2026-08-07 | Reel | Today, we’re going deeper. | 22 | 0 | 2,133 | post |
| Hair Loss Lab | 2026-08-06 | Reel | Most people spend their entire lives looking at their hair… | 30 | 1 | 2,168 | post |
| Hair Loss Lab | 2026-08-05 | Reel | Session 2 results 🔥 | 13 | 4 | 1,332 | post |
| Hair Loss Lab | 2026-08-04 | Reel | Hair loss isn’t just about what’s happening on your scalp. It’s about how it changes the way you feel. | 36 | 0 | 15,554 | post |
| Hair Loss Lab | 2026-08-04 | Static | If you’ve been waiting for a sign to do something about your hair loss… this is it. 🤍 | 15 | 0 | post | |
| Hair Loss Lab | 2026-08-01 | Reel | Some moments are too exciting to keep to yourself… | 34 | 0 | 3,038 | post |
| Hair Loss Lab | 2026-08-01 | Reel | The secret is officially out. 👑 | 21 | 2 | 2,544 | post |
| Hair Loss Lab | 2026-07-31 | Reel | Tomorrow changes everything. | 7 | 0 | 800 | post |
| Hair Loss Lab | 2026-07-28 | Reel | ✨ The countdown is officially on. | 51 | 0 | 14,299 | post |
| Hair Loss Lab | 2026-07-23 | Static | The wait is over… 🤍 | 14 | 0 | post | |
| Hair Loss Lab | 2026-07-22 | Reel | You’re not imagining it. | 14 | 1 | 2,049 | post |
| Hair Loss Lab | 2026-07-21 | Reel | Five weeks. | 35 | 0 | 4,426 | post |
| Hair Loss Lab | 2026-07-20 | Static | We don’t settle for “good enough.” | 33 | 3 | post | |
| Hair Loss Lab | 2026-07-18 | Carousel | If you’ve been wondering whether what you’re experiencing is “normal”… this is your sign to stop guessing. | 16 | 0 | post | |
| Hair Loss Lab | 2026-07-17 | Reel | Most people don’t realize they’re losing their hair until it’s already progressed. | 50 | 0 | 9,041 | post |
| Hair Loss Lab | 2026-07-16 | Reel | There aren’t enough words to express how much this means to us. ❤️ | 19 | 0 | 2,377 | post |
| Hair Loss Lab | 2026-07-16 | Reel | Minoxidil still works and it’s still one of the most studied hair loss treatments available. But it works best when it’s part of the right s | 7 | 0 | 1,073 | post |
| Hair Loss Lab | 2026-07-15 | Carousel | If you saw yourself in this post, this is your sign to stop guessing. | 19 | 3 | post | |
| Hair Loss Lab | 2026-07-15 | Reel | The biggest mistake I see? | 9 | 0 | 1,105 | post |
| Hair Loss Lab | 2026-07-14 | Reel | “I finally feel like myself again.” 🤍 | 51 | 3 | 9,769 | post |
| Hair Loss Lab | 2026-07-11 | Carousel | If you’ve been trying everything for your hair loss but nothing seems to work… this could be why. | 9 | 0 | post | |
| Hair Loss Lab | 2026-07-10 | Reel | “I didn’t know where to start.” | 22 | 0 | 4,250 | post |
| Hair Loss Lab | 2026-07-09 | Static | If you’ve been told there’s nothing you can do about your hair loss… keep watching. | 29 | 4 | post | |
| Hair Loss Lab | 2026-07-08 | Carousel | Something we’ve believed in from day one: | 39 | 2 | post | |
| Hair Loss Lab | 2026-06-18 | Reel | Hair loss shampoos do help. But they don’t work on their own. | 7 | 0 | 874 | post |
| Wigs R Us Toronto | 2026-09-03 | Reel | ✨ POV: You came in for a hair topper… but left with your confidence back. 🥹💕 Curly hair magic at Wigs R Us Toronto ✨ | 9 | 3 | 807 | post |
| Wigs R Us Toronto | 2026-08-15 | Reel | FROM LOSING | 13 | 6 | 1,452 | post |
| Toronto Wig Studio | 2026-07-27 | Reel | OH SO PERFECT!! | 6 | 1 | 271 | post |
| Toronto Wig Studio | 2026-07-18 | Reel | GREY BLENDED HAIR TOPPER! | 3 | 0 | 303 | post |
| Toronto Wig Studio | 2026-07-17 | Carousel | CUSTOM MADE JUST FOR YOU! | 12 | 1 | post | |
| Toronto Wig Studio | 2026-07-15 | Reel | MEET MARGOT!! | 7 | 2 | 467 | post |
| Truly You | 2026-09-08 | Reel | 💧 IS MY WATER CAUSING MY HAIR LOSS? | 28 | 0 | 868 | post |
| Truly You | 2026-09-04 | Static | 🎒SEPTEMBER IS A BIG MONTH FOR OUR KIDS! | 18 | 0 | post | |
| Truly You | 2026-09-01 | Reel | RECLAIM YOUR HAIR ✨ RECLAIM YOUR RITUAL. | 10 | 0 | 862 | post |
| Truly You | 2026-08-31 | Carousel | Medical hair loss requires more than hair. It requires expertise. 💙 | 7 | 0 | post | |
| Truly You | 2026-08-27 | Static | 📣 ONE MONTH TO GO, Hair Replacement Foundations Course | September 27-29, | 2 | 0 | post | |
| Truly You | 2026-08-25 | Carousel | 🔥 REAL RESULTS. EVIDENCE-BASED CARE. | 11 | 0 | post | |
| Truly You | 2026-08-20 | Static | Hair enhancement is a specialty. Trust a specialist. 🥼 | 27 | 2 | post | |
| Truly You | 2026-08-18 | Reel | Microneedling: stimulating new possibilities for hair growth at #TrulyYouHair 🌱 | 7 | 1 | 723 | post |
| Truly You | 2026-08-14 | Reel | Did you know Trichology is for every hair type? 🌱 | 33 | 0 | 1,717 | post |
| Truly You | 2026-08-13 | Carousel | This #HairLossAwarenessMonth, we’re celebrating some of the incredible client before & after transformations we’ve been privileged to witnes | 15 | 2 | post | |
| Truly You | 2026-08-09 | Static | ☀️ Alma TED Summer Sale is Here! | 15 | 0 | post | |
| Truly You | 2026-08-06 | Reel | The true magic of hair replacement happens behind the chair at #TrulyYouHair 🪄 | 7 | 0 | 743 | post |
| Truly You | 2026-08-04 | Reel | 🎥 Ask Caroline Ruggiero (IAT, EBHF), Toronto’s Trichology Expert! | 108 | 4 | 5,027 | post |
| Truly You | 2026-07-30 | Carousel | 🔥More promising results from our Trichology Program at #TrulyYouHair ! | 14 | 1 | post | |
| Truly You | 2026-07-27 | Reel | ✨ Alma TED is an incredible technology, but technology alone doesn’t restore hair. Expertise does. | 32 | 1 | 1,484 | post |
| Truly You | 2026-07-24 | Static | When it comes to hair loss, expertise matter. And so does having someone in your corner who truly cares 🤍 | 55 | 6 | post | |
| Truly You | 2026-07-22 | Carousel | 🧠 #TrichoTrivia! Did you know that nutritional deficiencies can sometimes contribute to diffuse hair loss? | 26 | 0 | post | |
| Truly You | 2026-07-20 | Carousel | 📣Our #TrulyYouHair Summer Hair Sale is here! Our Biggest (and final) Sale of the Year ☀️ | 3 | 0 | post | |
| Truly You | 2026-07-17 | Carousel | ✨ Exciting hair growth progress from one of our Trichology clients at #TrulyYouHair. | 16 | 0 | post | |
| Truly You | 2026-07-15 | Carousel | ✨An inspiring few days at the World Trichology Conference held by @iatrichologists, surrounded by some of the leading voices in our professi | 131 | 9 | post | |
| Truly You | 2026-07-09 | Carousel | 👈Swipe left for BEFORE! A beautiful client #hairtransformation at #TrulyYouHair with our Private Label human hair topper. | 11 | 0 | post | |
| Truly You | 2026-07-02 | Carousel | Kathy appreciation post, our Senior Hair Loss Specialist extraordinaire! 🤍 | 23 | 1 | post | |
| Truly You | 2026-06-30 | Carousel | #TrichoTrivia Tuesday! 🧠 What is the normal growth vs. shed ration when it comes to hair?? | 26 | 0 | post | |
| Truly You | 2026-06-24 | Reel | 🎬 Behind The Scenes of a CNC Hair Prosthetic | 8 | 0 | 626 | post |
| Truly You | 2026-06-19 | Carousel | A little love for Margaret, our Senior Hair Loss Specialist! @margie_gg 🤍 | 17 | 0 | post | |
| Truly You | 2026-06-17 | Reel | Cancer-related hair loss is about more than hair, it’s about how you feel. | 20 | 0 | 4,226 | post |
| Truly You | 2026-06-16 | Carousel | ✨Real Results. Real Expertise.✨ | 16 | 0 | post | |
| Sudbury Skin Clinique | 2026-09-08 | Static | Subtle enhancement. Beautifully balanced results. 💋 | 3 | 2 | post | |
| Sudbury Skin Clinique | 2026-09-07 | Reel | How much skincare should you actually be using? 👀 | 9 | 0 | 2,171 | post |
| Sudbury Skin Clinique | 2026-09-03 | Carousel | Your lips deserve SPF, too. 💋☀️ | 6 | 0 | post | |
| Sudbury Skin Clinique | 2026-09-02 | Reel | It’s about helping women feel confident, refreshed and more like themselves when they look in the mirror. 🪞✨ | 8 | 1 | 715 | post |
| Sudbury Skin Clinique | 2026-09-01 | Carousel | Reset. Refresh. Reveal. Glow. ✨ | 3 | 0 | post | |
| Sudbury Skin Clinique | 2026-08-28 | Reel | Serving subtle, natural-looking results daily. 💉✨🤍 | 5 | 0 | 660 | post |
| Sudbury Skin Clinique | 2026-08-27 | Carousel | Consider this your friendly reminder to wear the SPF, follow your aftercare, and give your skin the attention it deserves. 😉🤍 | 19 | 0 | post | |
| Sudbury Skin Clinique | 2026-08-26 | Reel | Behind... | 8 | 0 | 618 | post |
| Sudbury Skin Clinique | 2026-08-25 | Carousel | Things that hurt more than laser hair removal... 👀 | 5 | 1 | post | |
| Sudbury Skin Clinique | 2026-08-24 | Reel | We’re loyal to the products we know, love and trust with our clients’ skin. | 7 | 0 | 407 | post |
| Sudbury Skin Clinique | 2026-08-21 | Reel | Which treatments do we think is worth the money? | 7 | 0 | 814 | post |
| Sudbury Skin Clinique | 2026-08-20 | Carousel | It’s kinda chic to take care of your skin. ✨💙 | 6 | 0 | post | |
| Sudbury Skin Clinique | 2026-08-19 | Reel | We see you... 👀 | 12 | 0 | 874 | post |
| Sudbury Skin Clinique | 2026-08-18 | Carousel | Spending more time outdoors this summer? ☀️ 🤍 | 2 | 0 | post | |
| Sudbury Skin Clinique | 2026-08-17 | Reel | What sound does Microneedling make? | 18 | 0 | 1,038 | post |
| Sudbury Skin Clinique | 2026-08-14 | Reel | Cool girls have cool jobs. 💉✨❄️ 💙 | 16 | 0 | 704 | post |
| Sudbury Skin Clinique | 2026-08-12 | Static | Mole Mapping is now available at Sudbury Skin Clinique! | 2 | 0 | post | |
| Sudbury Skin Clinique | 2026-08-11 | Reel | Just kidding... | 16 | 0 | 2,755 | post |
| Sudbury Skin Clinique | 2026-08-07 | Carousel | Smooth. Save. Refresh. ✨ | 2 | 0 | post | |
| Sudbury Skin Clinique | 2026-08-06 | Reel | Gym? | 5 | 0 | 1,166 | post |
| Sudbury Skin Clinique | 2026-08-05 | Carousel | We're excited to now offer LYCON Professional Waxing at Sudbury Skin Clinique.✨💙 | 4 | 0 | post | |
| Sudbury Skin Clinique | 2026-08-04 | Reel | Love handles can be one of the most challenging areas to target... | 4 | 0 | 817 | post |
| Sudbury Skin Clinique | 2026-08-03 | Reel | Our IPL treatment uses advanced light technology to target concerns like pigmentation, sun damage, redness, and broken capillaries. Helping | 5 | 0 | 885 | post |
| Sudbury Skin Clinique | 2026-07-30 | Reel | Living without Botox? | 9 | 1 | 698 | post |
| Sudbury Skin Clinique | 2026-07-29 | Static | One treatment. One noticeable difference. ✨ | 5 | 0 | post | |
| Sudbury Skin Clinique | 2026-07-28 | Reel | We’d have an award-winning documentary... 😅 | 8 | 0 | 646 | post |
| Sudbury Skin Clinique | 2026-07-27 | Reel | EMSCULPT NEO® is a non-invasive treatment that simultaneously builds muscle and reduces stubborn fat in a single 30-minute session. Helping | 7 | 0 | 549 | post |
| Sudbury Skin Clinique | 2026-07-24 | Carousel | Something exciting is coming to Sudbury Skin Clinique. 👀 | 10 | 0 | post | |
| Sudbury Skin Clinique | 2026-07-23 | Reel | Say less... I'm listening. 👀💙 | 14 | 0 | 1,387 | post |
| Sudbury Skin Clinique | 2026-07-22 | Carousel | Daily SPF helps protect your skin from UV damage, reduces the appearance of premature aging, and helps prevent pigmentation and collagen bre | 1 | 0 | post | |
| Sudbury Skin Clinique | 2026-07-21 | Reel | It’s the little things that mean the most. 🤍 | 11 | 0 | 915 | post |
| Sudbury Skin Clinique | 2026-07-20 | Reel | Balancing the budget... one treatment at a time. 😌✨ | 13 | 0 | 641 | post |
| Sudbury Skin Clinique | 2026-07-17 | Carousel | Clearer, brighter skin starts here. ✨ 🤍 | 2 | 0 | post | |
| Sudbury Skin Clinique | 2026-07-16 | Reel | We woke up, chose CoolSculpting, and stubborn fat is suddenly nervous. ❄️😌 | 7 | 0 | 925 | post |
| Sudbury Skin Clinique | 2026-07-15 | Carousel | Botox or Dysport? ✨💉 | 7 | 0 | post | |
| Sudbury Skin Clinique | 2026-07-14 | Reel | Book the EMSCULPT NEO®. Thank yourself later. 💪✨ | 6 | 0 | 431 | post |
| Sudbury Skin Clinique | 2026-07-13 | Reel | “You got Botox?”😊😞😏😉 | 14 | 0 | 671 | post |
| Sudbury Skin Clinique | 2026-07-08 | Carousel | July is all about feeling confident, staying consistent, and making the most of summer. ☀️✨ | 4 | 0 | post | |
| Sudbury Skin Clinique | 2026-07-03 | Carousel | SPF doesn't have to interrupt your makeup routine... | 1 | 0 | post | |
| Sudbury Skin Clinique | 2026-07-02 | Reel | Whatever your skin goals, there's a treatment or routine designed to help you get there. | 5 | 0 | 900 | post |
| Sudbury Skin Clinique | 2026-07-01 | Static | One treatment. Visible results. ✨ | 4 | 0 | post | |
| Sudbury Skin Clinique | 2026-06-30 | Reel | This non-invasive treatment uses advanced technology to create powerful muscle contractions that simply can't be achieved through voluntary | 9 | 0 | 776 | post |
| Sudbury Skin Clinique | 2026-06-29 | Reel | Whether you’re considering Emsculpt NEO or already have your appointment booked, knowing what to do before and after treatment can help you | 13 | 0 | 655 | post |
| Sudbury Skin Clinique | 2026-06-26 | Static | Keep summer simple! ☀️✨🤍 | 1 | 0 | post | |
| Sudbury Skin Clinique | 2026-06-25 | Reel | A good skincare routine, healthy habits, and a little help from expertly placed neuromodulators can go a long way. The goal isn't to look di | 7 | 0 | 499 | post |
| Sudbury Skin Clinique | 2026-06-24 | Carousel | Summer skincare doesn't have to be complicated... | 1 | 0 | post | |
| Sudbury Skin Clinique | 2026-06-23 | Reel | We’re not planning an escape. | 13 | 1 | 863 | post |
| Sudbury Skin Clinique | 2026-06-22 | Reel | Everyone has a favourite, and for good reason. 🤍 | 7 | 0 | 556 | post |
| Sudbury Skin Clinique | 2026-06-21 | Static | Happy Father's Day to all the incredible dads, grandfathers, stepdads, and father figures who make a difference every day. | 1 | 0 | post | |
| Sudbury Skin Clinique | 2026-06-19 | Reel | Not sure whether to start with AlumierMD Lightening Lotion or invest in the full Prep & Enhance Kit? | 4 | 0 | 363 | post |
| Sudbury Skin Clinique | 2026-06-17 | Static | Better hair starts with a better routine. 💙 | 1 | 0 | post | |
| Sudbury Skin Clinique | 2026-06-16 | Reel | The best results often come from a team approach. | 16 | 0 | 1,329 | post |
| Sudbury Skin Clinique | 2026-06-15 | Reel | “We’ll see what we can do” 😅 | 9 | 0 | 713 | post |
| Sudbury Skin Clinique | 2026-06-12 | Carousel | Botox has become known for treating wrinkles, but that’s only part of what it can do. 🤔 | 3 | 0 | post | |
| Sudbury Skin Clinique | 2026-06-11 | Reel | Our version of horror... 🫣 | 7 | 0 | 731 | post |
| Sudbury Skin Clinique | 2026-06-10 | Static | Dry, tired-looking skin? | 3 | 0 | post | |
| Wig Boutique | 2026-06-18 | Static | Quick opinion check 👀 | 3 | 2 | post | |
| Modern Pigment | 2026-09-06 | Carousel | Session 3, Natural, Clean & Undetectable 👌🏽 | 4 | 0 | post | |
| Modern Pigment | 2026-08-30 | Reel | FUE SCAR CAMOUFLAGE • SMP TRANSFORMATION | 8 | 0 | 455 | post |
| Modern Pigment | 2026-08-24 | Static | HOW DO WE CHOOSE YOUR HAIRLINE? 👀 | 4 | 0 | post | |
| Modern Pigment | 2026-08-23 | Reel | Create your own hairline. 🔥 | 6 | 0 | 448 | post |
| Modern Pigment | 2026-08-21 | Static | A great SMP result shouldn’t scream SMP, it should simply look like your hair. 👌 | 4 | 4 | post | |
| Modern Pigment | 2026-08-21 | Carousel | Natural. Clean. Undetectable. 👌 | 12 | 1 | post | |
| Modern Pigment | 2026-08-20 | Reel | Hair loss doesn’t have to control your confidence. | 27 | 0 | 517 | post |
| Modern Pigment | 2026-08-15 | Reel | Full SMP + FUT Scar Camouflage 🔥 | 7 | 0 | 643 | post |
| Modern Pigment | 2026-08-12 | Reel | SMP result for a medium skin tone: | 5 | 1 | 380 | post |
| Modern Pigment | 2026-08-12 | Reel | A natural hairline should look like it’s always been there. 👌 | 6 | 0 | 437 | post |
| Modern Pigment | 2026-08-09 | Reel | SMP on darker skin tones requires the right pigment selection, depth, and technique to create a soft, natural finish. | 10 | 5 | 488 | post |
| Modern Pigment | 2026-08-02 | Static | The difference is in the details. | 7 | 1 | post | |
| Modern Pigment | 2026-07-28 | Reel | 🚫 FUE Transplant Scars Don’t Have to Be Permanent | 5 | 1 | 312 | post |
| Modern Pigment | 2026-07-22 | Carousel | FUE Scar Camouflage ✨ | 2 | 0 | post | |
| Modern Pigment | 2026-07-17 | Carousel | Precision over perfection. | 4 | 0 | post | |
| Modern Pigment | 2026-07-13 | Reel | Not every case needs a sharp hairline. | 4 | 0 | 572 | post |
| Modern Pigment | 2026-07-12 | Reel | A natural SMP result isn’t about creating a sharp hairline, it’s about creating the right hairline for the individual. | 7 | 0 | 506 | post |
| Modern Pigment | 2026-07-01 | Carousel | Not all SMP is created equal. | 6 | 2 | post | |
| Modern Pigment | 2026-07-01 | Static | ☀️ Summer Sun + SMP: Protect Your Investment | 6 | 3 | post | |
| Modern Pigment | 2026-06-29 | Reel | I spent years hiding under a hat because I didn’t feel confident without it. | 16 | 12 | 567 | post |
| Modern Pigment | 2026-06-28 | Carousel | Session 1 Complete. Foundation built. 👊 | 7 | 3 | post | |
| Modern Pigment | 2026-06-27 | Reel | What does SMP look like after Session 1? 👀 | 19 | 1 | 554 | post |
| Modern Pigment | 2026-06-18 | Carousel | Confidence isn’t about being the loudest person in the room. | 10 | 3 | post | |
| Modern Pigment | 2026-06-14 | Reel | FUE Scar Camouflage | 8 | 0 | 756 | post |
| Modern Pigment | 2026-06-13 | Carousel | From the boardroom to everyday life, confidence matters. | 15 | 0 | post | |
| Modern Pigment | 2026-06-13 | Carousel | @builditbrosptbo Thank you for trusting the process here at Modern Pigment and allowing us to provide you with the results you were searchin | 6 | 0 | post | |
| Modern Pigment | 2026-06-12 | Carousel | “The clean shaved look. Refined. Intentional. Timeless. | 15 | 6 | post | |
| Modern Pigment | 2026-06-11 | Carousel | SESSION 3 COMPLETE ✅ | 7 | 0 | post |
Frequently asked
Why is Mulberry first when Hair Loss Lab reaches four times further?
Because the score weights the stage where this category leaks. Discovery is 30 percent of the score and Hair Loss Lab wins it outright. Consideration is another 30 percent and Conversion path is 20, and both are read from what happens after the view: comments, the caption ask, the taps to a booking. Mulberry wins both. A play is a cheap thing in this category; a booking request in the comments is not.
Why averages and not medians?
Cycle 001 has one window and several accounts with fewer than ten reels, so a median would swing on a single post. Averages are stated everywhere on this page and move to medians at cycle 002, once a second window exists to stabilise them. The real estate index runs on medians because it has the archive depth to hold them.
Why are four brands quarantined?
Wigs R Us, Toronto Wig Studio, Wig Boutique and Ethereal Ink each published fewer than five feed posts in ninety days. A one or two post sample cannot produce a stable average, so they appear on the scoreboard with their numbers and are excluded from every pooled figure. Wigs R Us is the one to re-verify manually: two feed posts against 1,452 lifetime reads as a move to Stories, not a stop.
Why are Sudbury Skin Clinique's Botox posts in a hair loss index?
Because the account is the only clinic in the Sudbury catchment that offers hair loss treatment and is still posting, so the whole feed is what a local buyer sees when they look. The theme table separates its skin and body posts from its hair posts so the read is honest: of 56 posts, one is about hair.
Is any of the data estimated, and where do the frames come from?
No. Every number comes from public Instagram data collected on 8 September 2026 for the scoreboard and re-collected on 9 September for the expanded sections, and every claim links to its source post. The eight frames are the opening image of each brand's best-liked post, downloaded, resized and hosted on this site so the page does not depend on a third party. The Ad Library check was a name search of the Meta Ad Library, Canada, on 9 September.
Method and limits
185 public posts across 10 handles, published between 10 June and 8 September 2026, collected on 8 September 2026 through a scheduled pipeline. Pinned posts dated outside the window are excluded from every average. Wig Boutique is counted as one brand across its two accounts.
These are averages, not medians. The real estate index runs on medians because it has the archive depth to hold them. This instance reports averages in cycle 001 and moves to medians at cycle 002, once a second window exists to stabilise them.
Public data is not Insights data. Non-follower reach, saves, shares, profile visits and visit-to-follow rate are first-party only and invisible on a competitor. This index substitutes the closest public proxy at each stage: views per follower for non-follower reach, engagement rate on followers for engagement rate by reach, comments per post for saves and shares, and the caption ask for link clicks.
Two figures carry a caveat. Wigs R Us Toronto returned two in-window posts against 1,452 lifetime, which reads as a shift to Stories rather than a stop, and every dormancy call on this page is measured on feed posts only.
Two collections, one window. The scoreboard and the three stage tables were built from the 8 September 2026 collection. The sections from "What the top of the board is actually doing" to the post log were added on 9 September from a re-collection of the same ten handles over the same window, restricted to brand-authored posts. The re-collection returned 56 Sudbury Skin Clinique posts against 49 on 8 September, so its count differs by section; the scoreboard stays as published until cycle 002 re-scores everything from a single collection. Collaborator posts co-authored on a brand feed are reported in Campaign watch and excluded from every brand figure.
Take the dataset with you
The full post log as a CSV: every one of the 167 brand-authored posts on this page with brand, date, format, first-line hook, likes, comments, plays and a direct link to the source post. The raw material behind every number above.
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Drop your email and the CSV downloads instantly. You will also get cycle 002 when it lands on 8 October.
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