A stylist sets his client's hair on fire – allegedly to banish split ends.

Fifty-four-year-old JR D’Angeles smothers the woman’s long brown hair in moisturising serum containing an accelerant before igniting it. He then combs it through.

"Seriously, somebody open the door!" an observer says as the client's burning tresses emit plumes of smoke.

Online critics slammed the stunt as “stupid” and “dumb”, with one remarking that, "scissors work too.”

This is the hair-raising moment a stylist set his client’s locks on FIRE - to banish split ends. JR D’Angeles, 54, smothers the woman’s long brown hair in moisturizing serum containing an accelerant before igniting it. After letting the strands burn for a few seconds, he combs it through to make the burnt ends fall to the floor.The dramatic technique was performed on model Madeleine Sciarra and captured in a viral clip watched around 20 million times on social media. Online critics slammed the stunt as “stupid” and “dumb”, and one remarked: “Scissors work too.”