Hair restoration, long a discreet corner of medicine, has stepped into the open on Manhattan's Upper East Side, where clinics now advertise transplants and therapies with the polish of a beauty brand. Their clients are increasingly young, arriving in their late twenties and thirties.

The fictional clinic Rootline markets consultations as routine self-care, offering financing and staged treatment plans. Its doctors say the stigma has faded fast, driven by celebrity candor and slicker techniques that leave less trace.

The openness has fueled rapid growth, but also aggressive marketing that critics say oversells results. For a generation comfortable optimizing everything, though, treating hair loss has become just another item on the wellness checklist.