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• The black haircare market has been ripe for disruption, the beauty supply store is in need of a revamp and a number of startups have stepped up to make the process of purchasing a wig better, more customized, and even data driven.
• The current wig market is valued at $393.9 M in the US.
• Four startups in the space are rethinking the wig/extensions/protective hair care market.
• RadSwan, the best known and first to launch of the four is a lifestyle brand founded by Frederique Harrel. RadSwan embraces champions natural haircare styles and the freedom of being able to change up a look whenever wanted. The startup is surrounded by a strong community inputting on designs, future product, and more. This startup will likely launch more than just in the hair category, but is exciting to watch as a trailblazer in the category. Even bringing in sustainability to its core values and programs.
• Upgrade is a Houston based startup, founded by Britney Winters. They offer the ability to shop for customized wigs and feature their wig stylists front & center. It is easy to shop for specific styles, textures, and length. However, what is not clear is the shade of the wig. Additionally unlike some of the other startups in the space, at the moment it is not possible to customize the cap-size of the wig.
• Waeve, founders Tiiso McGinty and Mary Imevbore, felt accessibility of wigs was low, and created a lifestyle brand with a wig marketplace. Waeve puts self-expression at the fore-front, positioning itself in the Gen-Z space. The brand employs a drop model to create hype around its different hair style launches. Prior to launch Waeve launched Waeve World a content platform (beauty & lifestyle blog).
• Hairtelligence, is a pre-launch haircare company founded by Ifueko & Isoken Igbinedion.
  • Hairtelligence is using computer vision technology enabling customers to customize their hair wigs and extensions.
  • The service generates customizable 3D hair models that match wigs and other hair extensions, such as clip-ins, braids, bundles, and closures allowing users to visualize realistic product results in real time.
  • By capturing the dimensions of our customers facial features to measure wig, closure, and frontal fit, using color identification to match skin tone to lace tint, and allowing our customers to select the color and cut of their hairstyle, Hairtelligence is able to provide fully customized wigs, weave bundles, frontals, and closures with a single purchase. This technology addresses key pieces missing from the experience that Upgrade offers which also claims to be in the fully customizable wig space.