HairOriginals, India’s first luxury direct-to-consumer (D2C) hair extensions brand, is on an aggressive expansion spree. The company plans to open 40 new stores in the next 16 months across India and globally, with a vision to establish a total of 100 outlets, including in Canada and the United States.
The global hair extensions and wigs industry, valued at $14 billion in 2023 and growing at a compound annual growth rate (CAGR) of 12%, presents a significant opportunity for the Indian market, says Jitendra Sharma, Founder & CEO of HairOriginals. While the US market accounts for $5 billion of this, India remains in its nascent stage, with the potential to become a $1 billion market.
“This category is the only instant and non-surgical solution for hair-related aspirations and necessities, whether it’s desired hair length, color, style, or addressing hair loss,” Sharma shared. “The industry in India is unorganized, primarily focused on raw material exports to markets like China and Europe, where value addition happens. We aim to reverse this by establishing India as a global hub for high-quality hair extensions and products.”
Growth and Business Model
Currently, 90% of HairOriginals’ ₹2 crore monthly revenue comes from Indian consumers through marketplaces, its website, and an omnichannel approach that includes 11 physical stores. These stores allow customers to explore and try the products, ensuring trust in this new category.
“Inspired by Lenskart’s model, we are building a similar go-to-market (GTM) strategy for hair extensions. By removing middlemen and controlling the entire value chain—from sourcing to manufacturing and direct sales—we offer superior products at better price points,” Sharma said.
Globally, HairOriginals is leveraging e-commerce platforms like Amazon and expanding its offline presence in international markets. “Close to $1 billion worth of hair extensions are sold annually on Amazon US alone. We are tapping into this massive opportunity while carefully navigating the nuances of these markets,” Sharma explained.
Market Segmentation and Product Line
The demand for hair extensions spans across genders and age groups, with women being the primary audience. HairOriginals offers products addressing both aspirations (fashion-oriented styles) and necessities (hair loss solutions).
“Extensions for volume and style, alongside toppers and wigs, form 50% each of our sales. Interestingly, many necessity-based products are now dual-purpose, such as toppers with highlighted colors used for both hair loss and fashion,” Sharma noted.
To cater to younger audiences experimenting with styles, HairOriginals has introduced affordable entry-level products starting at ₹399. “From Gen Zs to millennials, the 18–38 age group is driving this market. They experiment with instant gratification products, like clip-on bangs or color streaks, which offer reversible styling options without damage,” Sharma elaborated.
Vision for the Future
HairOriginals is positioned as an instant hair fashion brand catering to both style and necessity. Sharma envisions rapid growth for the Indian market, aiming to reach ₹100 crore in annual revenue within 24 months.
“Currently, we generate approximately ₹2 crore in monthly revenue from the Indian market, and this figure is growing rapidly every month. We are confident that achieving the ₹100 crore milestone from the Indian market alone is well within reach within the next 24 months. With our proven go-to-market strategy, leveraging both our retail stores and home trials, we are aggressively scaling to accelerate this growth trajectory.” He said.
Globally, the company plans to scale cautiously, focusing on brand building in evolved markets like the US.
“Our mission is to build a global brand from India, leveraging our high-quality raw materials and advanced technology. This is just the beginning; there is immense potential waiting to be unlocked,” Sharma concluded.
