In February this year, a new drug, ritlecitinib, was recommended on the NHS in England and Wales for the first time for patients aged 12 and over with severe alopecia.

Months later in April it was approved for NHS usage in Scotland and in Northern Ireland.

Alopecia is caused by the immune system mistakenly attacking hair follicles at the root of the hair, causing it to fall out.

The treatment decreases the activity of the parts of the immune system involved in that inflammatory response.

Evidence from clinical trials show nearly 25% of adults and adolescents taking the treatment, under the brand name Litfulo, saw significant hair regrowth which covered 80% or more of their scalp within 24 weeks.

If the treatment had been available before Alicia died, she would have grasped the opportunity “with both hands”, says Alan.

“It is very difficult to live in the mind of someone who has alopecia.

“I don’t think people are aware of the problems people with alopecia go through – and more people need to speak about it.”