Jonas Hariri is the Founder and CEO of TCP Hair Systems (Total Cover Plus), a non-surgical hair replacement company he founded in London in April 2010. TCP designs, fits, and maintains bonded hair systems for people experiencing hair loss, and today operates nine studios across the UK, Germany, and the US, headquartered in Forchheim, Germany. Before founding TCP, Jonas worked in product marketing and product management, and began developing his own hair system in 2007, after experiencing hair loss himself, spending over two years prototyping the product before the company launched.
Losing his hair, and faith in the industry
Jonas started losing his hair in his twenties, which is when most men go looking for a fix and discover how few good ones exist. He tried the options on the market and came away from most of them frustrated: pieces that looked obviously fake, treatments that didn't work, and a few outright scams, all charging a premium for the privilege.
What stuck with him wasn't just the bad products. It was the pattern behind them. He came to see an industry built to profit from people who are, in his words, desperate yet full of hope, selling durability over appearance and hoping nobody looks too closely. The hairpieces on the market were built like a hat of hair: thick, tough materials designed to survive months of wear, sold on how long they'd last rather than how real they looked, with the actual look of the thing treated as an afterthought.
He didn't think that trade-off was necessary. He just couldn't find anyone selling the alternative. The closest he got were sales conversations that felt less like advice and more like pressure, aimed at someone who'd already admitted he felt vulnerable. That was the part he couldn't get past. Not the poor materials on their own, but a sales model built around the fact that a person losing their hair is often willing to pay for reassurance, whether or not the product actually earns it.
Building the solution he couldn't buy (2007–2010)
So he built it himself. Starting around 2007, Jonas began developing his own hair system, working from technical drawings and spending more than two years prototyping with a manufacturer to get the material right.
His inversion of the industry standard was simple to state and hard to execute: use materials so fine that the system looks and feels like your own hair, and accept that it wears out faster as a result. Instead of chasing a piece that lasts for years, the plan was to replace the system on a shorter cycle, before it starts to look tired, rather than pretend it can outlast its own materials.
He shared early prototypes with friends who were also losing their hair. Their reaction told him the problem wasn't just his. What began as a personal fix for a personal problem started to look like something other people needed too, and by the time the manufacturer had a version he was satisfied with, he wasn't just solving it for himself anymore.
Founding TCP: doing the opposite of the industry
Jonas founded TCP Hair Systems in London in April 2010, and he built it, deliberately, as the inverse of the industry he'd just spent three years being disappointed by. The founding principles were plain: the best product possible, service that matches it, fair prices, a money-back guarantee, education instead of pressure to buy, and a workplace good enough that the people delivering all of that actually want to stay.
None of that is unusual to say. What made it different, in Jonas's telling, was building the business around a product he'd already proven worked on himself and on the friends who'd tried his early prototypes, rather than starting with a sales pitch and looking for a product to fit it.
From London to Berlin to Los Angeles
TCP expanded into Germany in 2018 and the US in 2022. The company now runs nine studios: London, Manchester, Reading, Godalming and Birmingham in the UK; Berlin and Nürnberg in Germany; and San Francisco and Los Angeles in the US.
Jonas is German, and when he moved back to Germany, he moved the company's headquarters with him, to Forchheim, rather than running a growing international business from a distance. TCP has served more than 3,700 clients and fitted over 50,000 hair systems across the company's history.
How Total Cover Plus Operates
Ask Jonas what he wants people to take from his story and he doesn't reach for founder language. He describes himself as a nerd with a strong moral compass who built a product, and a network of people, to solve his own problem and then help others in the same position, while trying to run an honest company along the way.
The phrase he comes back to most is reassurance of effort. As he defines it: working hard for the best product and service for customers, and the best support for the team, and then actually telling people about it, because invisible effort tends to read as indifference.
The rest of how TCP operates follows from the same instinct: do good, be kind, always help others, keep learning, and be willing to challenge your own thinking rather than defend it out of habit.
The mission: a great life with hair, without worrying about it
Hair loss is a genuinely difficult period for the people going through it, and TCP's stated purpose is narrower than most mission statements manage: help people lead a great life with hair, and stop worrying about it. Not a bigger head of hair than they started with, not a miracle. Just enough that hair loss stops being something they think about every day.
TCP Hair Systems has been featured in the media and recognised with industry awards — see the Media & Recognition section below for details.
