Carolyn Young is a business writer who focuses on entrepreneurial concepts and the business formation. She has over 25 years of experience in business roles, and has authored several entrepreneurship textbooks.
David has been writing and learning about business, finance and globalization for a quarter-century, starting with a small New York consulting firm in the 1990s.
Published on March 4, 2022 Updated on December 1, 2023
$3,550 - $15,100
$120,000 - $470,000 p.a.
Time to build
0 – 3 months
$60,000 - $94,000 p.a.
People wear wigs for all sorts of reasons – hair loss, thinning hair, costumes, and unhappiness with their natural hair. Sometimes wigs, such as lace front wigs, are worn for special occasions. Lady Gaga even has her own wig maker, and many wigs are styled after hers. You could start your online wig store, help people get the look they want and grab a little slice of this $350 million US industry. You could even build the next Unice, which is a huge wig company.
First, though, you need to understand the business startup process. Fortunately, all the information you need is woven into this step-by-step guide, which will get you on the path to owning your own wig store.
Looking to register your business? A limited liability company (LLC) is the best legal structure for new businesses because it is fast and simple.
You’ll need a handful of items to successfully launch your wig business, including:
A mannequin head.
A wig cap
Needles and thread.
Pins to hold the cap in place (you can use tape or adhesive too)
Scissors for cutting and trimming as you string along.
Comb and hair conditioner.
Setting up a business name and corporation
$150 - $200
Business licenses and permits
$100 - $300
Business cards and brochures
$200 - $300
$1,000 - $3,000
$0 - $3,000
$2,000 - $8,000
$3,550 - $15,100
How much can you earn from a wig store business?
The average basic synthetic wig costs about $80. Human hair wigs cost $200 or more. Custom-made wigs can cost $400 or more. These calculations will assume that your average sale will be $150. If you’re selling online, your profit margin should be about 50% after your costs to buy or make the wigs.
In your first year or two, you could work from home and sell 15 wigs per week, bringing in nearly $120,000 in annual revenue. This would mean almost $60,000 in profit, assuming that 50% margin. As your brand gains recognition, sales could climb to 60 wigs per week. At this stage, you’d rent retail space and hire staff, reducing your profit margin to around 20%. With annual revenue of nearly $470,000, you’d make a tidy profit of $94,000.
What barriers to entry are there?
There are a few barriers to entry for a wig store. Your biggest challenges will be:
Finding a manufacturer or hair supplier that will sell in small quantities
The skills required to make wigs if you go that route
Related Business Ideas
If you’re still not sure whether this business idea is the right choice for you, here are some related business opportunities to help you on your path to entrepreneurial success.
Now that you know what’s involved in starting a wig store, it’s a good idea to hone your concept in preparation to enter a competitive market.
Market research will give you the upper hand, even if you’re already positive that you have a perfect product or service. Conducting market research is important, because it can help you understand your customers better, who your competitors are, and your business landscape.
Why? Identify an opportunity
Research wig stores in your area and online to examine their products, price points, and what sells best, as well as customer reviews. You’re looking for a market gap to fill. For instance, maybe the local market is missing a custom wig store, a wig boutique, or a human hair wig store.
You might consider targeting a niche market by specializing in a certain aspect of your industry, such as medical wigs or lace wigs.
This could jumpstart your word-of-mouth marketing and attract clients right away.
What? Determine your products or services
You’ll need to determine what kinds of wigs you want to offer. Products might include:
Human hair wigs
Lace wigs or lace front wigs
How much should you charge for wigs?
Wig prices vary based on the type of wig and materials involved. Synthetic wigs range from $40 to $120. Human hair and custom wigs run from $200 all the way up to $2,000. You should try to markup your products from wholesale prices by about 100%, and aim for a margin of about 50%.
Once you know your costs, you can use this Step By Step profit margin calculator to determine your mark-up and final price points. Remember, the prices you use at launch should be subject to change if warranted by the market.
Who? Identify your target market
Your target market will be broad and could be men or women, young and old. You should spread out your marketing to include TikTok, Instagram, and Facebook.
Where? Choose your wig store location
In the early stages, you may want to run your business from home to keep costs low. But as your business grows, you’ll likely need to hire workers for various roles and may need to rent out a storefront. Find commercial space to rent in your area on sites such as Craigslist, Crexi, and Instant Offices.
Look for a location with high visibility and good foot traffic, such as a busy shopping mall or popular commercial district. This can help you attract customers who are interested in purchasing wigs for medical, fashion, or theatrical purposes.
When considering a location, also take into account the space requirements for your business. A wig store requires ample space for storage, product display, customer service, and potentially a fitting room.
When choosing a commercial space, you may want to follow these rules of thumb:
Central location accessible via public transport
Ventilated and spacious, with good natural light
Flexible lease that can be extended as your business grows
Ready-to-use space with no major renovations or repairs needed
Step 3: Brainstorm a Wig Store Name
Your business name is your business identity, so choose one that encapsulates your objectives, services, and mission in just a few words. You probably want a name that’s short and easy to remember, since much of your business, and your initial business in particular, will come from word-of-mouth referrals.
Here are some ideas for brainstorming your business name:
Short, unique, and catchy names tend to stand out
Names that are easy to say and spell tend to do better
Name should be relevant to your product or service offerings
Ask around — family, friends, colleagues, social media — for suggestions
Including keywords, such as “wigs” or “custom wigs”, boosts SEO
Name should allow for expansion, for ex: “Glamour Wigs” over “Long Locks Wigs” or “Cosplay Wigs Store”
Avoid location-based names that might hinder future expansion
Once you’ve got a list of potential names, visit the website of the US Patent and Trademark Office to make sure they are available for registration and check the availability of related domain names using our Domain Name Search tool. Using “.com” or “.org” sharply increases credibility, so it’s best to focus on these.
Finally, make your choice among the names that pass this screening and go ahead with domain registration and social media account creation. Your business name is one of the key differentiators that sets your business apart. Once you pick your company name, and start with the branding, it is hard to change the business name. Therefore, it’s important to carefully consider your choice before you start a business entity.
Step 4: Create a Wig Store Business Plan
Every business needs a plan. This will function as a guidebook to take your startup through the launch process and maintain focus on your key goals. A business plan also enables potential partners and investors to better understand your company and its vision:
Executive Summary: Summarize the vision and strategy of your wig store, focusing on offering a diverse selection of high-quality wigs for fashion, medical, or personal use.
Business Overview: Describe your wig store’s specialization in selling a variety of wigs, including synthetic, human hair, and custom-designed pieces.
Product and Services: Detail the range of products offered, such as ready-to-wear wigs, custom wig fitting and styling services, and wig care accessories.
Market Analysis: Assess the demand for wigs, identifying key customer segments like individuals seeking fashion wigs, those with medical hair loss, and entertainment professionals.
Competitive Analysis: Compare your store to other wig retailers, focusing on your unique offerings like quality of products, range of styles, or personalized fitting services.
Sales and Marketing: Outline your strategy for attracting customers, using methods like social media marketing, partnerships with salons, or hosting wig styling workshops.
Management Team: Highlight the expertise and roles of your team, particularly in areas like fashion retail, hairstyling, and customer service.
Operations Plan: Describe the operational aspects of running the store, including inventory management, customer consultations, and sales processes.
Financial Plan: Provide an overview of financial aspects, including startup costs, pricing strategy, and revenue projections.
Appendix: Include supplementary documents like product catalogs, supplier agreements, or detailed market research to support your business plan.
If you’ve never created a business plan, it can be an intimidating task. You might consider hiring a business plan specialist to create a top-notch business plan for you.
Step 5: Register Your Business
Registering your business is an absolutely crucial step — it’s the prerequisite to paying taxes, raising capital, opening a bank account, and other guideposts on the road to getting a business up and running.
Plus, registration is exciting because it makes the entire process official. Once it’s complete, you’ll have your own business!
Choose where to register your company
Your business location is important because it can affect taxes, legal requirements, and revenue. Most people will register their business in the state where they live, but if you’re planning to expand, you might consider looking elsewhere, as some states could offer real advantages when it comes to wig stores.
If you’re willing to move, you could really maximize your business! Keep in mind, it’s relatively easy to transfer your business to another state.
Choose your business structure
Business entities come in several varieties, each with its pros and cons. The legal structure you choose for your wig store will shape your taxes, personal liability, and business registration requirements, so choose wisely.
Here are the main options:
Sole Proprietorship– The most common structure for small businesses makes no legal distinction between company and owner. All income goes to the owner, who’s also liable for any debts, losses, or liabilities incurred by the business. The owner pays taxes on business income on his or her personal tax return.
General Partnership – Similar to a sole proprietorship, but for two or more people. Again, owners keep the profits and are liable for losses. The partners pay taxes on their share of business income on their personal tax returns.
Limited Liability Company (LLC) – Combines the characteristics of corporations with those of sole proprietorships or partnerships. Again, the owners are not personally liable for debts.
C Corp – Under this structure, the business is a distinct legal entity and the owner or owners are not personally liable for its debts. Owners take profits through shareholder dividends, rather than directly. The corporation pays taxes, and owners pay taxes on their dividends, which is sometimes referred to as double taxation.
S Corp – An S-Corporation refers to the tax classification of the business but is not a business entity. An S-Corp can be either a corporation or an LLC, which just need to elect to be an S-Corp for tax status. In an S-Corp, income is passed through directly to shareholders, who pay taxes on their share of business income on their personal tax returns.
We recommend that new business owners choose LLC as it offers liability protection and pass-through taxation while being simpler to form than a corporation. You can form an LLC in as little as five minutes using an online LLC formation service. They will check that your business name is available before filing, submit your articles of organization, and answer any questions you might have.
The final step before you’re able to pay taxes is getting an Employer Identification Number, or EIN. You can file for your EIN online or by mail or fax: visit the IRS website to learn more. Keep in mind, if you’ve chosen to be a sole proprietorship you can simply use your social security number as your EIN.
Once you have your EIN, you’ll need to choose your tax year. Financially speaking, your business will operate in a calendar year (January–December) or a fiscal year, a 12-month period that can start in any month. This will determine your tax cycle, while your business structure will determine which taxes you’ll pay.
It is important to consult an accountant or other professional to help you with your taxes to ensure you’re completing them correctly.
Step 7: Fund your Business
Securing financing is your next step and there are plenty of ways to raise capital:
Bank loans: This is the most common method but getting approved requires a rock-solid business plan and strong credit history.
SBA-guaranteed loans: The Small Business Administration can act as guarantor, helping gain that elusive bank approval via an SBA-guaranteed loan.
Government grants: A handful of financial assistance programs help fund entrepreneurs. Visit Grants.gov to learn which might work for you.
Friends and Family: Reach out to friends and family to provide a business loan or investment in your concept. It’s a good idea to have legal advice when doing so because SEC regulations apply.
Crowdfunding: Websites like Kickstarter and Indiegogo offer an increasingly popular low-risk option, in which donors fund your vision. Entrepreneurial crowdfunding sites like Fundable and WeFunder enable multiple investors to fund your business.
Personal: Self-fund your business via your savings or the sale of property or other assets.
Bank and SBA loans are probably the best option, other than friends and family, for funding a wig store business. You might also try crowdfunding if you have an innovative concept.
Federal regulations, licenses, and permits associated with starting your business include doing business as (DBA), health licenses and permits from the Occupational Safety and Health Administration (OSHA), trademarks, copyrights, patents, and other intellectual properties, as well as industry-specific licenses and permits.
You may also need state-level and local county or city-based licenses and permits. The license requirements and how to obtain them vary, so check the websites of your state, city, and county governments or contact the appropriate person to learn more.
Keeping your business finances separate from your personal account makes it easy to file taxes and track your company’s income, so it’s worth doing even if you’re running your wig store business as a sole proprietorship. Opening a business bank account is quite simple, and similar to opening a personal one. Most major banks offer accounts tailored for businesses — just inquire at your preferred bank to learn about their rates and features.
Banks vary in terms of offerings, so it’s a good idea to examine your options and select the best plan for you. Once you choose your bank, bring in your EIN (or Social Security Number if you decide on a sole proprietorship), articles of incorporation, and other legal documents and open your new account.
Step 10: Get Business Insurance
Business insurance is an area that often gets overlooked yet it can be vital to your success as an entrepreneur. Insurance protects you from unexpected events that can have a devastating impact on your business.
Here are some types of insurance to consider:
General liability: The most comprehensive type of insurance, acting as a catch-all for many business elements that require coverage. If you get just one kind of insurance, this is it. It even protects against bodily injury and property damage.
Business Property: Provides coverage for your equipment and supplies.
Equipment Breakdown Insurance: Covers the cost of replacing or repairing equipment that has broken due to mechanical issues.
Worker’s compensation: Provides compensation to employees injured on the job.
Property: Covers your physical space, whether it is a cart, storefront, or office.
Commercial auto: Protection for your company-owned vehicle.
Professional liability: Protects against claims from a client who says they suffered a loss due to an error or omission in your work.
Business owner’s policy (BOP): This is an insurance plan that acts as an all-in-one insurance policy, a combination of the above insurance types.
As opening day nears, prepare for launch by reviewing and improving some key elements of your business.
Essential software and tools
Being an entrepreneur often means wearing many hats, from marketing to sales to accounting, which can be overwhelming. Fortunately, many websites and digital tools are available to help simplify many business tasks.
You may want to use industry-specific software, such as LS Retail, Vend, or Retail Pro, to manage purchasing, inventory, and invoicing.
If you’re unfamiliar with basic accounting, you may want to hire a professional, especially as you begin. The consequences for filing incorrect tax documents can be harsh, so accuracy is crucial.
Develop your website
Website development is crucial because your site is your online presence and needs to convince prospective clients of your expertise and professionalism.
You can create your own website using services like WordPress, Wix, or Squarespace. This route is very affordable, but figuring out how to build a website can be time-consuming. If you lack tech-savvy, you can hire a web designer or developer to create a custom website for your business.
They are unlikely to find your website, however, unless you follow Search Engine Optimization (SEO) practices. These are steps that help pages rank higher in the results of top search engines like Google.
Starting a wig store is an exciting venture, and with the right marketing strategies, you can attract a loyal customer base and boost sales. Beyond creating a website and networking, here are some practical tips to elevate your wig store:
Social Media Influencers Collaboration: Partner with beauty and fashion influencers on platforms like Instagram and TikTok to showcase your wigs, reaching a broader audience and gaining credibility through authentic recommendations.
Themed In-Store Events: Host themed events in your store, such as wig styling workshops, to engage with potential customers personally, provide expert advice, and create a memorable shopping experience.
Customer Testimonials and Before-After Visuals: Encourage satisfied customers to share testimonials and before-and-after pictures, showcasing the transformative power of your wigs, and use them in your marketing materials to build trust.
Local Partnerships with Salons: Establish partnerships with local hair salons, offering them a commission for every customer they refer to your wig store, creating a mutually beneficial relationship.
Seasonal Promotions and Discounts: Implement seasonal promotions, such as back-to-school discounts or holiday bundles, to attract customers during specific times of the year and drive sales.
Loyalty Programs: Create a loyalty program that rewards customers for repeat purchases, referrals, and social media engagement, fostering customer loyalty and encouraging repeat business.
Educational Content on Wig Care: Share informative content on social media and in-store about wig care, styling tips, and maintenance, positioning your store as an authority in the wig industry and attracting customers seeking expertise.
Interactive Virtual Try-Ons: Implement virtual try-on technology on your website or in-store, allowing customers to visualize how different wigs will look on them, enhancing the online shopping experience.
Collaborate with Local Events: Participate in or sponsor local events, such as fashion shows or community fairs, to increase brand visibility within your target market.
Referral Programs: Encourage satisfied customers to refer friends by offering discounts or exclusive deals for both the referrer and the new customer, leveraging word-of-mouth marketing.
Focus on USPs
Unique selling propositions, or USPs, are the characteristics of a product or service that sets it apart from the competition. Customers today are inundated with buying options, so you’ll have a real advantage if they are able to quickly grasp how your wig store meets their needs or wishes. It’s wise to do all you can to ensure your USPs stand out on your website and in your marketing and promotional materials, stimulating buyer desire.
Global pizza chain Domino’s is renowned for its USP: “Hot pizza in 30 minutes or less, guaranteed.” Signature USPs for your wig store business could be:
Custom wigs to transform your look
Affordable medical wigs to keep you looking good
Highest quality human hair wigs that look incredibly natural
You may not like to network or use personal connections for business gain. But your personal and professional networks likely offer considerable untapped business potential. Maybe that Facebook friend you met in college is now running a wig store, or a LinkedIn contact of yours is connected to dozens of potential clients. Maybe your cousin or neighbor has been working in wigs for years and can offer invaluable insight and industry connections.
The possibilities are endless, so it’s a good idea to review your personal and professional networks and reach out to those with possible links to or interest in wigs. You’ll probably generate new customers or find companies with which you could establish a partnership.
Step 12: Build Your Team
If you’re starting out small from a home office, you may not need any employees. But as your business grows, you will likely need workers to fill various roles. Potential positions for a wig store business include:
Store Clerks – make sales, customer service
Wig Makers – make custom wigs
General Manager – staff management, ordering, accounting
Marketing Lead – SEO strategies, social media
At some point, you may need to hire all of these positions or simply a few, depending on the size and needs of your business. You might also hire multiple workers for a single role or a single worker for multiple roles, again depending on need.
Free-of-charge methods to recruit employees include posting ads on popular platforms such as LinkedIn, Facebook, or Jobs.com. You might also consider a premium recruitment option, such as advertising on Indeed, Glassdoor, or ZipRecruiter. Further, if you have the resources, you could consider hiring a recruitment agency to help you find talent.
Wigs, hairpieces, and extensions of all kinds are more popular than you think! This is a huge and fast-growing industry, so you can start an online wig store with a small investment and start making good money right away. Not many wig businesses exist in the US, so there’s plenty of opportunity. Now that you’ve done your preparation, get your plan together and weave your way to entrepreneurial success!
Wig Store Business FAQs
Can an online wig store be profitable?
Yes, profit margins on wigs are fairly high, particularly if they are custom-made. Selling online also minimizes your expenses as opposed to a physical store. Even more importantly you’ll be providing products that make people look and feel great.
What is a medical wig?
Medical wigs are specifically designed for people who have lost their hair due to a medical reason, such as cancer treatment. They are made from human hair, and in such a way that they do not irritate the skin and look as natural as possible.
What makes a wig high quality?
A high-quality wig is typically made of natural hair or high-grade synthetic fibers that mimic the texture, movement, and shine of real hair. It should be comfortable, breathable, and fit securely without slipping or shifting. The cap construction, hairline, and density should also look natural and blend seamlessly with your own hair.
What type of wig is best?
Human hair wigs offer the most realistic look and feel, but they are also the most expensive and require more maintenance. Synthetic wigs are more affordable and come in a wider range of styles and colors, but they may not last as long or look as natural as human hair wigs. There are also hybrid wigs that combine human and synthetic hair for a more affordable and realistic option.
What type of wig looks the most realistic?
Lace front wigs are often considered the most realistic type of wig, as they have a sheer lace material at the front hairline that mimics the look of natural hair growth. This allows for a more natural-looking hairline and the ability to style the hair away from the face.
What marketing strategies can I use to promote my wig store and attract customers?
Some marketing strategies you can use to promote your wig store and attract customers include creating a website and social media accounts to showcase your products and services, offering promotions or discounts to new customers, partnering with local salons or beauty influencers to promote your brand, attending hair shows and events, and providing excellent customer service to encourage word-of-mouth referrals.
How to Start a Wig Store
Decide if the Business Is Right for You
Hone Your Idea
Brainstorm a Wig Store Name
Create a Wig Store Business Plan
Register Your Business
Register for Taxes
Fund your Business
Apply for Licenses/Permits
Open a Business Bank Account
Get Business Insurance
Prepare to Launch
Build Your Team
Run a Wig Store - Start Making Money!
Wig Store Business FAQs
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