He once wore the same suit for a year, but when it comes to Karl Stefanovic's hair it's no expense spared, with the TV star splashing out as much as $55,000 to perfect his top mop!
After being plagued by rumours of hair plugs for years, the TV star got straight to the root of the matter during a segment on This Time Next Year, which saw a contestant burn her bra on stage.
"If you don't mind, I'm going to step back. Don't want to burn my hair and stuff. It's expensive!" he quipped last week, all but confirming that he has given his locks a little extra help.
He's not wrong about the cost either!
While average procedures at Sydney's The Crown Clinic can cost up to $6000, some celebrities like British The X Factor judge Louis Walsh have admitted to spending as much as $55,000 on their crowning glory.
And Karl, 45, is in good company, with stars such as sports legend Shane Warne and TV chef Gordon Ramsay all confessing to creating new locks for themselves.
It was 2019 I'm A Celebrity winner Richard Reid who first outed Karl for his hair loss.
"So I go into the hair room, and this guy looks up and he's kinda like balding," gossip guru Richard said, recalling an anecdote from his time on TODAY.
"It was Karl Stefanovic without his spray-on hair. And then he went away and got hair plugs. He had one of those six-week vacations and came back with [hair plugs]. And he still used the spray until it filled in."