How to Start a Wig Store: Cost & Profit Potential

Important points to remember when setting up your wig store:

1. Define your niche — Decide on the types of wigs you will offer, such as synthetic wigs, human hair wigs, custom wigs, medical wigs, and fashion wigs. Consider whether you will also offer related products like hair extensions, wig care products, and accessories.
2. Choosing a location — Select a location with high foot traffic and visibility, such as a shopping mall, downtown area, or near medical centers. Ensure the space is easily accessible and has adequate parking.
3. Sourcing inventory — Establish relationships with reliable suppliers and manufacturers to ensure a consistent supply of high-quality wigs. Consider offering a diverse range of styles, colors, and price points to meet various customer needs.
4. Online store with AR try-ons — Create a professional website featuring an online store with AR try-on capabilities, allowing customers to virtually try on different wigs before purchasing. Include high-quality images, detailed product descriptions, customer reviews, and secure payment options to enhance the shopping experience and boost sales.
5. Register your business — A limited liability company (LLC) is the best legal structure for new businesses because it is fast and simple. Form your business immediately using ZenBusiness LLC formation service or hire one of the best LLC services on the market.
6. Legal business aspects — Register for taxes, open a business bank account, and get an EIN.
7. Partnerships — Build relationships with local businesses, beauty salons, and medical centers to generate referrals and collaborate on promotional activities.

Step 1: Decide if the Business Is Right for You

Pros and cons

Starting a wig store has pros and cons to consider before deciding if it’s right for you. 

Wig industry trends

Industry size and growth

• Industry size and past growth – The US wig and hair extension industry was worth $359 million in 2021 and has decreased an average of 1% annually the last five years. That number, however, reflects a pandemic-related decline. In 2021, the industry bounced back with more than 3% growth.((https://www.ibisworld.com/united-states/market-research-reports/wig-hairpiece-stores-industry/)) 
• Growth forecast – The global wig and hair extension market is expected to grow a stunning 43% by 2026.
• Number of businesses – In 2021, 1,023 wig and hair extension businesses were operating in the US.((https://www.statista.com/statistics/917410/hair-wigs-and-extensions-market-value-in-the-us/)) 
• Number of people employed – In 2021, the US wig and hair extension industry employed 2,828 people. 

Trends and challenges

Trends in the wig industry include:

• Wigs with bangs and long straight hair are trending, as well as colored wigs in blue and orange. Demand for lace front wigs is also increasing.
• Natural hair clip-on extensions and wigs with accessories like headbands are growing in popularity.

Challenges in the wig industry include:

• Most human hair and synthetic hair for wigs are imported from China, which can take time and delay wig delivery to the customer. The pandemic has also caused further supply-chain delays.  
• Some negative media coverage has exposed the possible unethical sourcing of hair against the will of people in developing countries, making responsible sourcing important.

Demand hotspots

Since a wig store is a form of hairstylist, these statistics reflect the best states for stylists.

• Most popular states – The most popular states for hairstylists are Wisconsin, West Virginia, and Michigan.((https://www.zippia.com/hairstylist-cosmetologist-jobs/best-states/))
• Least popular states – The least popular states for hairstylists are New Mexico, Georgia, and Maryland.

What kind of people work in Wigs?

• Gender – 76.8% of hairstylists are female, while 19.4% are male.((https://www.zippia.com/hair-stylist-jobs/demographics/))
• Average level of education – The average hairstylist is high school educated.
• Average age – The average hairstylist in the US is 39.9 years old.

How much does it cost to start a wig business?

Startup costs for a wig store range from $3,500 for an online store to $15,000 for a brick-and-mortar store. Costs include store rental and inventory. 

You can become a certified wig maker through the Marcella Ellis School of Cosmetic Arts in 4 weeks for $1,500 if they have a location near you. 

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.
• Tweezers.
• Comb and hair conditioner.
• Lace closure.
• Hair bundles

Start-up Costs	Ballpark Range	Average
Setting up a business name and corporation	$150 - $200	$175
Business licenses and permits	$100 - $300	$200
Insurance	$100-$300	$200
Business cards and brochures	$200 - $300	$250
Website setup	$1,000 - $3,000	$2,000
Space rental	$0 - $3,000	$1,500
Initial inventory	$2,000 - $8,000	$5,000
Total	$3,550 - $15,100	$9,325

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

Step 2: Hone Your Idea

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.

This could jumpstart your word-of-mouth marketing and attract clients right away. 

What? Determine your products

You’ll need to determine what kinds of wigs you want to offer. Products might include:

• Hair extensions
• Human hair wigs
• Synthetic wigs
• Lace wigs or lace front wigs
• Hairpieces
• Custom wigs
• Medical 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

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”
• A location-based name can help establish a strong connection with your local community and help with the SEO but 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

Here are the key components of a business plan:

• 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

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. 

Step 6: Register for Taxes

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. 

Step 8: Apply for Licenses/Permits

Starting a wig store business requires obtaining a number of licenses and permits from local, state, and federal governments.

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. 

You could also check this SBA guide for your state’s requirements, but we recommend using MyCorporation’s Business License Compliance Package. They will research the exact forms you need for your business and state and provide them to ensure you’re fully compliant.

If you feel overwhelmed by this step or don’t know how to begin, it might be a good idea to hire a professional to help you check all the legal boxes.

Step 9: Open a Business Bank Account

Before you start making money, you’ll need a place to keep it, and that requires opening a bank account.

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.

Step 11: Prepare to Launch

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.

Accounting

• Popular web-based accounting programs for smaller businesses include Quickbooks, Freshbooks, and Xero. 
• 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.

Marketing

Here are some powerful marketing strategies for your future business:

• 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.
• Local SEO — Regularly update your Google My Business and Yelp profiles to strengthen your local search presence.
• 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 

Networking

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. 

Step 13: Run a Wig Store – Start Making Money!

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!

Q&A

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.