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.”