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Brief Published: 20 Aug 2020

New Brand Aims to be the Asos of Hair Extensions

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PlsLondon

New to market, UK hair brand PlsLondon aims to disrupt the relatively costly and inaccessible extensions market. The launch comes at a time when industry eyes are firmly on inclusive indie brands democratising beauty for all demographics, and catering to what have previously been seen as ‘fringe’ needs.

The brand offers a diverse range of lengths, textures and colours, offering vegan synthetic fibres and ethically sourced human hair in lace-front wigs, clip-ins, ponies and flips, as well as “naked hair”, which can be taken to a salon for professional application.

Extensions and wigs made from real and faux hair typically price out young consumers. But PlsLondon is aiming to make quick hair changes easier and more affordable by providing quality pieces that are around 50% lower than the average market price.

According to brand founder Rachael Nsofor, “creating cheaper options will allow extensions to become more of a fashion accessory”. This will resonate with youth consumers looking to emulate their favourite chameleonic influencers such as Cardi B and Kylie Jenner, who regularly change their hair styles and colours with wigs and extensions.

The launch also taps into the lucrative Black haircare market, which is still very much underrepresented in mainstream beauty offerings. As an example, African American consumers were predicted to spend $1.75bn on haircare products in 2019, with styling tools and accessories (such as extensions) making up the majority of spend. However, only $782m of that total was predicted to be spent on brands that directly target Black consumers (Mintel, 2018). 

In Rising Black Beauty Influencers, we highlight London-based fashion and beauty influencer Frédérique Harrel and her soon-to-launch brand RadSwàn, which also aims to disrupt the Afro haircare market with a range of premium wigs. “In an industry built on the assumption that we all have mad hair skills, we're building with total novices in mind,” she says – highlighting the current lack of tools and products on the market to help Black consumers avoid long and costly trips to the salon. 

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