Jonas Hariri is the founder and CEO of TCP Hair Systems, a non-surgical hair replacement company founded in London in April 2010, now headquartered in Forchheim, Germany, with nine studios across the UK, Germany and the US. He didn't come from hairdressing — Jonas built his career in product marketing and product management, and learned to read a technical drawing from his uncle, an engineer, long before he ever needed to use it on his own hair.
Losing his hair, and faith in the industry
Jonas started losing his hair in his twenties. He tried the options on the market and came away frustrated — pieces that looked fake, treatments that didn't work, and a few outright scams. What stuck with him was the pattern: an industry built to profit from people who are desperate yet full of hope.
Building the solution he couldn't buy (2007–2010)
Starting around 2007, Jonas began developing his own hair system, working from technical drawings and spending more than two years prototyping to get the material right — fine enough to look and feel real, even if it wore out faster.
Founding TCP: doing the opposite of the industry
Jonas founded TCP Hair Systems in London in April 2010, built as the inverse of the industry that disappointed him — the best product possible, fair prices, a money-back guarantee, and education instead of sales pressure.
From London to Berlin to Los Angeles
TCP expanded into Germany in 2018 and the US in 2022, now running nine studios across the UK, Germany and 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.
"Reassurance of Effort": How TCP Operates
Jonas 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 help others in the same position. The phrase he comes back to most is reassurance of effort — working hard for the best product and service, and then actually telling people about it, because invisible effort tends to read as indifference.
The mission: a great life with hair, without worrying about it
TCP's stated purpose is narrower than most mission statements: 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.
