According to Vogue Business, the demand for wigs and hair extensions is expected to grow exponentially in the coming years. And there’s one brand on the market that’s garnering a following and making headlines…  

Parfait is the new American brand calling on tech expertise, to offer a highly personal approach to wigs and hair extensions. Launched by a FABULOUS QUARTET OF FOUNDERS — CEO Isoken Igbinedion, CMO Simone Kendle, CTO Ifueko Igbinedion and COO Marlyse Reeves — the DTC brand’s winning formula allows consumers to visit its website and find multiple options for textures, colours, length and style — plus AI-driven skin tone matching and virtual consultations. AMAZING, no? 

The use of AI takes the accuracy of fit to a new level — a potentially game-changing facility because it removes the need for multiple bands and glues to attach wigs to the head. “We’re trying to bring wigs into the 21st century,” states Isoken Igbinedion. “We are a technology company first that just so happens to sell wigs and extensions.”

The worldwide market value of wigs and extensions is expected to reach $7.62 billion this year and is projected to almost double to $13.28 billion by 2026, according to Research and Markets, a global research firm. 

For decades, distribution has been highly fragmented, with extensions and wigs sold in salons, local beauty stores and online direct-to-consumer. Numerous celebrities, athletes and influencers have launched lines, but nothing has got us as excited as Parfait.

We can’t wait to see them go global.