Jack Martin is a hair colorist inspiring women across the world to embrace their natural gray hair with his beautiful makeovers.
The LA-based hairdresser, who's responsible for the hair transformations of Sharon Osbourne and Jane Fonda, posts before and after transformation photos on his Instagram account to encourage women to ditch the dye.
And Martin told Insider that the coronavirus lockdown has "absolutely" led to even more women around the world deciding to go gray naturally.
"Now, many women have about four to five inches of a new regrowth so they've started to see how beautiful their gray is naturally," he said.
"Being quarantined at home for three to four months, seeing how much gray hair they have and how beautiful their gray hair is, many women have changed their minds and decided that they want to go this way."
Even before the coronavirus lockdown, however, Martin was seeing an increasing number of women growing tired of endlessly dyeing their hair to disguise their gray.
"The way we looked at gray hair 10 or 20 years ago is different than now," he said. "We are becoming more liberal.
"Ladies are more liberated with their looks, they want to go more natural, ditch chemicals on their scalp, enjoy freedom, and not to be trapped by a color touch-up every two or three weeks."
For some women, Martin's transformations provide the the turning point in how they think about their own hair, he said.
"I know some ladies, once they see the gray, their mental health goes down," he said.
"It's like a desperate need to color their roots. So when they see the results on my Instagram, they love the idea."
Martin believes gray hair should be seen as something positive and no longer connected with ageing.
"This is an old myth that we have to get rid of because gray hair appears even on children or teenagers, it does not mean they're old. It could be genetic, so it has nothing to do with being old."
He believes gray hair should be embraced.