Sponsored by Luvme Hair
The hair care industry is thriving, including the hair wigs and extensions segment — worth more than $7.8 billion globally and continuing to climb.
North America, including the U.S., has the largest market share for hair wigs. However, the landscape is competitive, fragmented and increasingly online. For example, hair care and wig brands like Luvme Hair increasingly rely on online channels as their primary distribution platforms. This offers consumers more convenience and flexibility as they seek a wide variety of wig styles, colors and lengths. However, this environment also makes it challenging for discerning shoppers to cut through marketplace noise and identify the wig brands that best match their wants and needs.
As they cut through the noise, shoppers are looking for wig brands that innovate and consider customer feedback in their designs.
Navigating the challenges of the hair wig market with innovations
Ad position: web_incontent_pos1
As Glossy reported, more brands are innovating with new products like Gymshark’s wig-proof gym headband and non-plastic synthetic extensions to meet the growing demand for hair wigs and extensions.
Similarly, Luvme introduced its headband wig series in 2021 in response to lace shortages. While these innovations are significant and worthwhile, Michael Lee, marketing director at Luvme Hair, identified two primary challenges for Luvme’s customer base: more variety in styling options and wig cap sizes.
To that end, Luvme Hair consistently releases new products and designs every two weeks, growing its portfolio of over 200 styles across 15 wig categories. Among the brand’s latest launches is its natural hair wig collection, Go Natural Ease, created in response to customer demand.
Ad position: web_incontent_pos2
“We’re expanding our Limited collection to provide customers with more high-end and customized design options,” Lee said. “In response to the demand for wig caps in various head sizes, we’ve introduced more products with options for small, medium and large cap sizes. Moving forward, we’ll continue expanding this selection across more products.”
How Luvme is strengthening its brand by creating community
Another way Luvme stands out in a crowded space is its emphasis on community, a growing priority among top beauty brands.
Online, Luvme has created two Facebook customer groups, counting over 100,000 members who have purchased the brand’s products. The brand actively participates in these Facebook groups, with dedicated team members who organize activities and engage with customers daily.
“We encourage customers to share content related to wigs and daily life, creating a supportive environment where they can help and inspire each other,” Lee explained. “This positive interaction encourages more customers to participate voluntarily, creating a virtuous cycle of engagement.”
Additionally, Luvme conducts surveys to gather community feedback on product development, operational decisions and brand strategy.
“This feedback loop not only allows us to tailor our products to better meet their preferences and needs but also strengthens our brand by demonstrating that we value our customers’ opinions and actively involve them in shaping our offerings,” Lee said. “Ultimately, this approach fosters a stronger sense of belonging among our customers and contributes to the overall success of our brand.”
With community and innovation at the forefront, Luvme is looking to drive growth
Looking ahead, Luvme will continue to lean on its community to further its innovations and growth.
“In 2024, Luvme Hair’s customer base remains predominantly women in North America who use wigs, seeking affordable, easy-to-wear and stylish options,” said Lee. “To fulfill these demands, Luvme Hair plans to introduce more collections, building on the success of our PartingMax collection, which was introduced at the end of 2023. These new collections will offer more user-friendly, natural and highly competitive choices.”
More recently, the brand hosted its first in-person event. At the #LuvmePopUp in Brooklyn, attendees explored the brand’s diverse range of products, including headband, lace front and body wave wigs. Luvme also offered personalized styling sessions for attendees, creating a complete customer experience.
Other in-person events are in the pipeline for Luvme, including one in Houston, during which select customers will be invited to experience the brand’s wig services firsthand.
“Our community-driven approach at Luvme Hair not only enhances customer satisfaction and loyalty but also drives innovation and growth by leveraging the valuable insights and feedback from our engaged community,” Lee said.
Ultimately, while brands are aware that shoppers are struggling to find a variety of styling options and wig cap sizes, responsive brands, like Luvme, are leaning on community input and innovation to meet consumers’ expectations.
Sponsored by Luvme Hair
