He's not one to parade his love life about town, but it seems there's no holding back Simon Cowell when it comes to his new girlfriend.
The music mogul and make-up artist Mezhgan Hussainy surprised onlookers with a public display of affection at a Britain's Got Talent audition this week.
After wrapping the pretty brunette up in his arms, Simon reportedly planted a kiss on Mezhgan's lips.
"This is serious," says a friend of Simon.
"The fact he's happy to show his affection in the most public manner says it all. He is head over heels in love."
Afghanistan-born stylist Mezhgan apparently grew close to the X Factor judge after working with him on a makeover for Susan Boyle.