MEDIA & COLLABORATIONS

Hair loss affects millions of women. Most beauty and lifestyle imagery still defaults to full hair or frames hair loss as a single moment of transformation. What's missing is representation of how women actually live with hair loss: thinning hair, visible loss, wigs worn as daily styling choices, alternative hair integrated into real life.

That gap creates distance between brands and the women who use their products.

I'm Yomarie "YoMo" Castellano, founder of Hair Loss Bonita and a model, writer, and advocate with over twelve years of lived experience navigating androgenic alopecia. I'm a Certified Life Coach with a Master's degree in Counseling, and I've spent years listening closely to women's experiences in sessions, community spaces, and everyday life. I work with brands and media to fill that representation gap by speaking and writing about female hair loss, the emotional and psychological impact of hair loss, identity and self-trust when appearance changes, wigs and toppers as personal choice and self-expression, hair loss advocacy and representation in beauty and culture, and how confidence becomes situational rather than fixed.

I bring lived experience, a built community, and the credibility that comes from doing this work publicly. I've been featured in JVN Hair campaigns, Telemundo, CBS, and Oprah Daily. I model with thinning hair, wigs, toppers, and protective styles in ways that feel familiar to audiences because they reflect real choices and real bodies. I speak on panels, write for publications, and create long-term brand partnerships that prioritize realism over one-off representation moments.

When imagery and content feel true, audiences recognize themselves. When they recognize themselves, they trust the brand. That trust converts.

I work with brands on editorial shoots, beauty and lifestyle campaigns, long-term partnerships, writing and strategy, speaking engagements, and media features. If your brand wants to represent women with hair loss accurately and credibly, let's talk.

Contact me at hello@hairlossbonita.com

JVN Hair
Participated in a JVN Hair campaign for a new product, invited by Jonathan Van Ness. I was the only model representing hair thinning and hair loss, contributing to broader inclusion in mainstream beauty imagery.

Oprah Daily (via Ricki Lake feature)
Hair Loss Bonita received a public shoutout connected to Ricki Lake’s candid conversation about hair loss, highlighting the need for honest dialogue and community.

Radio Milwaukee — Uniquely Milwaukee
Guest on “Men and Women Navigate Beauty Standards, from Hair to Height,” discussing how appearance norms shape confidence, credibility, and identity and how hair loss quietly affects how people move through the world.

CBS 58 — Alopecia Awareness
Featured during Alopecia Awareness coverage, focusing on emotional impact, visibility, and advocacy.

Telemundo Wisconsin
Interviewed in Spanish about supporting women living with hair loss, visibility, and self-expression.

Campaign & Media Work