Valued at approximately $3 billion, the rapidly rising luxury wig industry encompasses celebrities, cancer patients, fashion brands and more—with human hair pieces costing up to $12,000.Rihanna, Cardi B, Kylie Jenner, Kim Kardashian and Keira Knightley are just a few bold-faced names to have regularly worn wigs. Whether for hair loss, entertainment or everyday appearance, these next-level pieces are so meticulously constructed it’s near impossible to believe they aren’t the person’s own hair.
“I knew there was a need for this type of hair, and I didn’t know of any Black woman or person in this space in New York,” says Karen Mitchell, founder of 20-year luxury wig and extension brand,. “I wanted to create a space where women would feel empowered by the way they look in real human hair extensions of the highest quality. To meet customer demand and growth in popularity, wigs were added to the product line around the fourth year.
“There’s a combination of high-quality materials and craftsmanship used,” says the brand’s expert stylist, Dayonna Worrell. “UNice offers premium human hair, which provides a natural look and feel. Attention to detail in the construction, such as lace fronts and hand-tied caps, enhances comfort and realism. The brand also stays updated with the latest fashion trends, offering styles and colors that appeal to contemporary tastes.
“We had about 400 people collecting hair all throughout Russia at the time,” says the brand’s founder and CEO, Daniel Alain Hafid. “We kept buying all the hair that we could, and we knew there would be an endgame. Russia's gonna grow up, the salaries are gonna go up, and this won't last for a long time. So we were collecting hair for about eight or 10 years. We have about 60,000 kilos of hair, which is about, I don't know, $80 or $100 million worth of hair.
“When you get a ponytail from China or from India, it's a reddish brown, right?” Hafid says. “It doesn't pop. Like if you see a lady here walking down the street and she's got blonde hair and she's dyed it in a beauty salon and she goes out in the sun, it pops. When you get the Russian hair, it’s all golden brown, golden blonde. It pops.”
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