Parfait
Parfait is an AI-powered custom wig platform that uses computer vision to personalize fit, skin tone, and style, selling direct-to-consumer and through Ulta Beauty and TJ Maxx, serving women with hair loss, protective styling needs, and premium beauty buyers.
- Company typePrivate
- Founded2020
- HeadquartersNew York, United States
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What Parfait does
Parfait is a New York-based beauty technology company that operates an AI-powered custom wig platform, founded in 2020 by Isoken Igbinedion (formerly of Amazon's Prime Now launch team, Microsoft, and Target). Its proprietary computer vision system analyzes customer photos to extract head measurements and match lace color to individual skin tone, then routes inputs through a 7-point customization matrix (color, texture, density, length, lace type, cap size, hair origin) that human stylists hand-finish. Product tiers span semi-custom wigs starting at approximately $253, fully custom wigs at $600-$1,100+, and luxury Atelier/ready-to-ship units reaching $1,442, supplemented by bundle sets, professional services ($105-$300), and complimentary virtual stylist consultations.
The company runs a primarily DTC e-commerce model through myparfait.com with global shipping to the United States, Canada, and the United Kingdom, supported by buy-now-pay-later integrations (Affirm, Afterpay, Sezzle, Shop Pay). It supplements DTC with retail partnerships at Ulta Beauty and TJ Maxx and has expanded into a multi-brand ecosystem including UNTAIMED (ready-to-wear extensions), Chloe Bean (medical hair loss), ATERET (Orthodox market), and the Legendary by Beverly Johnson signature collection. The company has raised over $12 million in cumulative funding, including a $5 million Series A in April 2022 led by Upfront Ventures and Serena Ventures, and serves individual consumers across three primary segments: women experiencing hair loss, women seeking protective styles, and beauty-conscious premium buyers. Parfait has delivered 4,000+ custom wigs with a reported 60% repeat purchase rate.
Parfait firmographics
Firmographics- Name
- Parfait
- Legal name
- Parfait Tailored Hair
- Website
- https://myparfait.com
- Company type
- Private
- Founded year
- 2020
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Parfait is an AI-powered custom wig platform that uses computer vision to personalize fit, skin tone, and style, selling direct-to-consumer and through Ulta Beauty and TJ Maxx, serving women with hair loss, protective styling needs, and premium beauty buyers.
- Ownership category
- akta.pro rank
Parfait industry classification
Industry- Product category
- Custom Wigs and Hair Products
- NAICS
- Cosmetics, Beauty Supplies, and Perfume Retailers (456120), Health and Personal Care Retailers (4561)
- SIC
- Perfumes, Cosmetics & Other Toilet Preparations (2844)
- akta.pro primary industry
- Hair Extensions, Wigs & Hairpieces (CRABABAH)
- akta.pro secondary industry
- Wig Styling, Customization & Maintenance (HSALAAAL)
Keywords
Where Parfait is headquartered
LocationHeadquarters
- HQ city
- New York
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Parfait business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Personnel, Marketing or Sales, Technology or R&D, Operations
Revenue model
- Custom Wig Sales: One-time purchase of AI-customized wigs tailored to individual measurements, skin tone, and style preferences. Prices range from $600 to over $1,100 for fully custom options.
- Semi-Custom Wig Sales: Pre-styled wigs with limited customization options available at lower price points starting around $253.
- Signature Styles Collection: Curated collection of signature styles created in collaboration with fashion icons, sold as custom or semi-custom options.
- Atelier Ready-to-Ship Wigs: Pre-finished wigs in signature colorways available for immediate shipping, with 30% off during sales.
- Bundle Sets: Wefted hair sets including closures and frontals in various textures, sold as add-on or standalone products.
- Wig Services: Professional services including HD lace replacement, coloring, styling, haircuts, cap adjustment, and pamper packages ranging from $105 to $300.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Pay-as-you-go | Signature Styles Custom Wigs - Fully customizable AI-powered wigs |
| Unit Pricing | Pay-as-you-go | Semi-Custom Wigs - Pre-styled with limited customization |
| Unit Pricing | Pay-as-you-go | Atelier Collection - Ready-to-ship luxury wigs |
| Unit Pricing | Pay-as-you-go | Custom Wigs (Sale) - AI-customized wigs at 20% off |
| Unit Pricing | Pay-as-you-go | Bundle Sets - Wefted hair with closures/frontals |
| Unit Pricing | Pay-as-you-go | Wig Services - Professional customization and maintenance |
| Freemium | Pay-as-you-go | Free Consultation |
| Unit Pricing | Pay-as-you-go | Legendary by Beverly Johnson Collection |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels7 records
Parfait product offering
Product offeringCore offering
Parfait sells AI-customized wigs and hair products directly to consumers through its e-commerce platform and retail partners. The company's core product is a custom wig built using computer vision that analyzes customer photos to extract head measurements, match lace color to skin tone, and recommend styles across a 7-point customization matrix (color, texture, density, length, lace type, cap size, hair origin). Supporting the core wig line are semi-custom wigs, ready-to-ship Atelier wigs, bundle kits, pony kits, and professional wig services including styling, coloring, lace replacement, and cap adjustment.
Product overview
Parfait operates as a multi-brand beauty technology platform built around AI-powered custom wigs and hair products. The core offering is the Custom Wig platform, which combines AI-powered measurement technology with expert craftsmanship to create personalized wigs tailored to each customer's unique head shape, skin tone, and style preferences. Supporting the core custom wig line are several product tiers: the Atelier Collection (ready-to-ship luxury wigs), Signature Styles (fashion icon collaborations), the Legendary by Beverly Johnson Collection, and the Essentials Collection (accessible price points). Semi-custom and V-Part options provide middle-market alternatives. The portfolio extends to Bundle Kits and Pony Kits for DIY installation, plus professional Wig Services including styling, cutting, coloring, and lace replacement. Parfait has expanded into a multi-brand ecosystem including UNTAIMED (TJ Maxx extensions), Chloe Bean (medical hair loss), and ATERET (Orthodox market), with retail partnerships at Ulta Beauty and TJ Maxx.
Differentiator
Problem solved
Functional benefit
Brands
- UNTAIMED: Ready-to-wear extensions brand sold at TJ Maxx
- Chloe Bean
- ATERET
- Legendary by Beverly Johnson
Products and services
- Custom Wigs Fully custom wigs tailored to individual customer specifications including color, texture, density, length, lace type, cap size, and hair origin. AI-mapped to customer features and hand-finished by stylists, priced $608–$1,145+.
- Atelier Collection
Quantifiable outcome
- 60% repeat purchase rate
- +2 more outcomes
Companies that use Parfait
Customer profileNamed customers1 record
Segments4 records
Ideal customer profiles4 records
Parfait technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration6 records
AI capability5 records
Feature4 records
Parfait partnerships and signals
Strategic signalPartnerships
Three partnerships are on record, tiered flagship and core.
- Beverly JohnsonflagshipSupermodel and fashion icon collaborated with Parfait to create the 'Legendary by Beverly Johnson' signature collection. The collection features curated styles approved by the legendary model, customized to each customer's specifications using Parfait's AI technology.
- Ulta BeautycoreMajor retail partnership for distribution of Parfait products through Ulta Beauty stores and online platform.
- TJ MaxxcorePartnership for distribution of Parfait's UNTAIMED brand (ready-to-wear extensions) through TJ Maxx's retail locations and online presence.
Scale indicators5 records
Recent moves6 records
Expansion highlights7 records
Parfait competitors and assessment
Company assessmentMarket position
Competitive moat6 records
Key risks6 records
Key highlights7 records
Customer concentration
Parfait social profiles
Digital presenceParfait financial estimates
Financial estimateRevenue estimate
Valuation estimate
Parfait leadership team
Management profileNumber of profiles
Profiles1 record
Parfait subsidiaries and ownership
Company hierarchySubsidiaries3 records
Parfait funding detail
Funding detailFunding overview
Funding rounds2 records
Investors9 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Parfait M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Parfait
What does Parfait do?
Parfait sells AI-customized wigs and hair products directly to consumers through its e-commerce platform and retail partners. The company's core product is a custom wig built using computer vision that analyzes customer photos to extract head measurements, match lace color to skin tone, and recommend styles across a 7-point customization matrix (color, texture, density, length, lace type, cap size, hair origin). Supporting the core wig line are semi-custom wigs, ready-to-ship Atelier wigs, bundle kits, pony kits, and professional wig services including styling, coloring, lace replacement, and cap adjustment.
Is Parfait a public or private company?
Parfait is a private company. It is classified as venture growth investor backed and is currently operating.
When was Parfait founded?
Parfait was founded in 2020. It employs 11 to 50 people.
Where is Parfait based?
Parfait is headquartered in New York, United States, in the North America region.
How does Parfait make money?
Six revenue lines are on record. Custom Wig Sales are the primary driver. The others are semi-Custom Wig Sales, signature Styles Collection, atelier Ready-to-Ship Wigs, bundle Sets and wig Services.
Does Parfait have an API?
No public API is recorded for Parfait.
What industry is Parfait in?
Parfait's product category is Custom Wigs and Hair Products. Its primary akta.pro industry code is CRABABAH, Hair Extensions, Wigs & Hairpieces, with a secondary code of HSALAAAL, Wig Styling, Customization & Maintenance. Its NAICS code is 456120 and its SIC code is 2844.