72. Bald as a Brand: What is Baldmaxxing and Why Should Marketers Pay Attention? w/ Harry James and Brennan Johnson

For decades, baldness has been seen as undesirable—for men AND women. Traditional and social media both have reinforced the message that a thick, luscious head of hair is synonymous with desirability and success. And marketers have hocked products to prevent, hide or "cure" baldness—but never to embrace it. However, a new online trend—"Baldmaxxing"—is changing the narrative around hair loss, and opening up a new market for shrewd communicators. Harry James is the founder of Baldcafé, a popular online community and YouTube channel created to help men embrace hair loss, overcome insecurity, and build confidence. He’s also credited with coining the term “Baldmaxxing,” empowering men to celebrate their ascent into baldness rather than try to cover it up. And Brennan Nevada Johnson is the founder and CEO of Brennan Nevada Inc., a black-and-female-owned PR and media relations agency working in New York. Brennan has been bald by choice for 15 years, hosts the podcast Bald and Buzzed with Brennan, and works to help other bald women affirm their beauty and bolster their confidence. So in this episode, these two outspoken advocates for baldness as beauty are going to explain the momentum behind the Baldmaxxing movement, critique decades worth of messaging on the topic, and prove conclusively that baldness isn't JUST an untapped opportunity for brands. In 2026, bald IS a brand, in and of itself. Make sure to check out: Baldcafe - https://www.youtube.com/Baldcafe Bald and Buzzed with Brennan https://www.youtube.com/@BaldBuzzedwithBrennan Learn more about your ad choices. Visit megaphone.fm/adchoices