Haircuts can be emotional experiences whether or not you’re happy with the end result. But while most of us will smile politely while crying on the inside when faced with a bad cut, one woman recently had a slightly more extreme reaction – and it’s gone viral.

The dramatic scenes took place on the Turkish make-over programme Kuaförüm Sensin, or You’re My Hairdresser, where make-up artists and hairstylists compete to win a grand prize by showing off their skills on (volunteer) models. 

On this particular episode, one such model is in the process of having a substantial amount cut off her waist-length hair. After realising the extent of chop – her hair now reaches just below her shoulders – the woman, looking horrified bursts into tears, crying “what is this.”

As the judges and other contestants look on in shock, the woman attempts to leave the studio before fainting into the arms of presenter Gözde Kansu, who calls out “friends, help!”

We then see paramedics attending to the woman as she is carried out in the arms of a producer. Adding to the woman’s theatrics is the hilarious telenovela editing of Kuaförüm Sensin which delights in the melodrama, repeating the moment of fainting over and over again.

The clip has been shared widely on social media, going viral after Twitter user @samiinovaaaa posted it alongside the caption “I’m SCREAMINNNN why is that so relatable tf”. The video has since been viewed 12 million times and has racked up 21k likes. 

Not since America’s Next Top Model have we seen such dramatic scenes (although Fleabag takes a close second).

Watch the clip for yourself below.