Have thinning hair? These Indian hair extensions and wig brands have a solution for you

More and more brands in the country are attempting to normalise the use of wigs and hair extensions

Beauty today has so much more to do with personal choice than following the latest trends. Inspiration is everywhere and certain looks will always be in the spotlight during a specific season. Yet, despite the overload of information, nothing feels like a must-do or must-try. Spot an acne bump and you instantly reach out for your concealer; an orange corrector is your best friend for dark circles that refuse to go away. But what’s your first thought when you spot a bald patch or notice hair thinning?

The wigs and hair extensions industry in India is slowly, yet surely, booming as it aims to normalise treating your hair just like your skin, by adopting a need-based approach. Hair loss is possibly one of the most common hair concerns you hear friends and family talk about. Hair loss due to medical reasons such as cancer is often overlooked with very few options to restore the patient’s confidence. Here, we explore how Indian brands are making hair extensions and wigs a normal hair accessory, meant for those in pursuit of a new look.

The demand for wigs and hair extensions

Hair loss is often easily noticeable by people around us. You won’t necessarily find women and men shopping for wigs and extensions openly at the mall, considering the fact that they come with the kind of taboo people equate to plastic surgery, of using something artificial to look or feel better. “I started an online hair extensions company, a one-stop solution for all hair needs, and sitting at home, women felt very comfortable shopping for products that would cater to their hair loss,” explains Parul Gulati, founder, Nish Hair. “We had to educate people through our videos that wearing a wig or hair extensions are equivalent to wearing make-up. Hair toppers cover bald spots just as make-up covers dark spots.”

Types of wigs and hair extensions

Praveen Swami, founder, Instalength, explains the two main categories that wigs and hair extensions fall into. “Non-remy hair is chemically-processed, dead or fallen hair women would usually notice upon combing in the morning. Remy hair, on the other hand, is pure, natural and unprocessed hair offered to the gods in temples such as Tirupathi, Tirumala, Yadagirigutta and Kanak Durga Temple.” Hair donated at temples is one of the most common sources for natural hair extensions and wigs, something most Indian and international brands are tapping into. “India is the biggest exporter of hair and I chose to keep the best of the best in India,” adds Gulati. “Tirupati Balaji [temple] is my main source and there are several other temples where women willingly donate their hair. I buy that hair to make wigs, hair toppers and extensions.”

The production process

“Once the hair is collected, it is segregated. Some we receive intact from a single donor—also called double-drawn remy hair–while some we process,” explains Gulati. “For example, it is extremely hard to find curly hair, so I perm the strands, use chemicals to make it curly or colour hair to achieve a certain shade.” At Salon Labs, the brand prefers using hair in its natural state. “We only auction the highest quality hair that is offered at the temple. No hair coats or any kind of processing is involved, apart from the hygiene wash,” says Naveen Kumar, India head. “Also, all grey and dyed hair strands are removed before making wigs. Some factors that we consider include the life of the hair, grey hair, hair with mehendi, and even when these are present, they are filtered off to every extent possible.”

The emergence of the industry

While wigs and hair extensions were mostly imported in the past, Indian brands are attempting to localise the industry, putting the consumer first. “By being able to control every aspect of the hair development cycle, from source acquisition to product processing, we have ensured the quality of our hair is superior and of international standards,” says Kumar. “We now deliver high-quality wigs not only to local clients and partners in India but also cater to the international market.” Companies like Salon Labs have tapped into potential clients before putting their products on the market, to ensure they tick every box. “There were hardly any players who invested time in understanding the client requirements, and the industry mostly consisted of manufacturers who were only concerned with unloading their products as fast as possible (at wholesale prices) to middlemen for resale to retailers (at marked-up prices). By having access to some of the premium users of wigs both locally and internationally, we were able to understand the requirements and concerns of every customer which helped us in improving the product over time.”

Exercising caution?

Hair thinning, receding hairlines and bald spots are the most common concerns that drive both women and men to consider wigs and extensions. “Men and women with baldness ask for hair patches and wigs. Women prefer clip-in hair extensions, ponytails and volumisers too, to add instant thickness and volume to their hair,” says Swami. “There are two types of natural hair wigs: those with breathable lace and those with hair weft (a thin piece of cloth).”

Even as the use of wigs and extensions is normalised, circumspection is still of utmost importance. “For it to be discreet, the clients understand that the type of hair, its texture, length, colour–all apart from the craftsmanship–are important factors,” says Kumar. Beaux Hair Extensions also creates customised hair patches for men and women. “These are 100 per cent human hair, so no one can actually figure out if a client is wearing them,” says Nishtha Malik, founder, Beaux Hair Extensions. “What I’ve learnt is that it’s a business that helps thousands of people. Seeing my clients moving out of their houses with a smile and more confidence is the best feeling.”

The power of recommendations

Adding a wig or piece of hair extensions to your cart isn’t as simple as the click of a button, which makes marketing them far from. While traditional beauty brands are increasingly choosing to take the route of influencer marketing, it isn’t the case for hair extensions and wigs. “I believe in sharing the good, bad and ugly about my brand with my followers or anyone who lands on my page,” says Gulati. “Nish Hair has grown because of word of mouth and stories of real women, by women, who understand hair thinning and hair loss, and what a person goes through when their hair starts to shed.”

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