UNice

What UNice does

UNice (legal entity: HONG KONG LONGQI LIMITED) is a privately held direct-to-consumer e-commerce retailer of premium 100% human hair wigs, bundles, and extensions, founded in 2015 and headquartered in Quarry Bay, Hong Kong. The company operates US distribution warehouses in Atlanta and California alongside a China warehouse for international fulfillment, selling through its own website (unice.com), native iOS/Android mobile apps, a wholesale program for stylists and resellers, and a network of physical retail stores. Its primary customer base is individual women — everyday wig wearers, busy professionals, and cancer survivors — who want quick-application, natural-looking wigs without the complexity of glue, lace cutting, or salon visits.

The company's product portfolio is built around a set of proprietary, trademarked technologies that target the main pain points in the wig-wearing experience: Bye-Bye Slip™ (medical-grade silicone anti-slip strips), Pre-Everything™ (pre-cut, pre-plucked, pre-bleached lace front wigs), InvisiBlend™ (V-part blending technology), HD Real Scalp™ (high-definition undetectable lace), EasiContour™ (contour-fitting design), and Bye-Bye Knots™ (invisible knot construction). Sub-brands map directly to these technologies (Bye-Bye Knots, Bye-Bye Slip, Pre-Everything, InvisiBlend, EasiContour, HD Real Scalp, and the newly launched mascot "UU"). Product lines span Put On & Go and Pull & Go glueless wigs, 13x4/13x6 lace front wigs, V-part wigs, HD lace wigs, colored wigs, and sew-in bundles in body wave, straight, water wave, curly, deep wave, and kinky textures sourced from Brazilian, Malaysian, Peruvian, and Indian origins.

UNice monetizes through one-time direct e-commerce sales of wigs ($89–$200+ per unit) and bundles, plus a wholesale channel and transaction fees on Buy Now Pay Later financing (Afterpay, Sezzle, Zip, PayPal, Apple Pay). Pricing is promotional and discount-driven (Buy 1 Get 1 Free, bundle deals, seasonal sales). The company runs multi-channel marketing through TikTok and Instagram, an in-house KOL Incubation Program, an affiliate program, a brand ambassador program, an email/loyalty program (UNice Points, PLUS VIP), and the annual Pink Love charity campaign supporting cancer survivors. The site supports USD, GBP, CAD, AUD, and EUR and English and French, indicating a globally distributed customer base with North America as the dominant market.

Name

UNice

Legal name

HONG KONG LONGQI LIMITED

Website

https://unice.com

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

11–50 employees

Short description

UNice is a privately held Hong Kong-based direct-to-consumer retailer of premium 100% human hair wigs and extensions, selling proprietary glueless, pre-styled wigs to individual women in North America, Europe, and Oceania via its website, mobile apps, wholesale program, and retail stores.

Ownership category

akta.pro rank

Product category

Human Hair Wigs and Extensions

NAICS

Cosmetics, Beauty Supplies, and Perfume Retailers (456120), Health and Personal Care Retailers (4561), Apparel Accessories and Other Apparel Manufacturing (3159), Clothing and Clothing Accessories Merchant Wholesalers (424350)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844), Retail-Apparel & Accessory Stores (5600), Apparel & Other Finishd Prods Of Fabrics & Similar Matl (2300), Wholesale-Apparel, Piece Goods & Notions (5130)

akta.pro primary industry

Hair Extensions, Wigs & Hairpieces (CRABABAH)

Keywords

• Human hair wigs
• Hair extensions
• Lace front wigs
• Glueless wigs
• Hair bundles

Headquarters

HQ city

Quarry Bay

HQ country

Hong Kong SAR China

HQ region

Asia

Offices4 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Marketing or Sales, Operations, Technology or R&D, Personnel, Infrastructure

Revenue model

1. Direct E-commerce Product Sales: Primary revenue stream through direct consumer sales via unice.com website and mobile apps (iOS/Android). One-time purchase model for human hair wigs, bundles, and accessories. Prices range from approximately $89 to $200+ per wig depending on style and construction.
2. Wholesale/Bulk Sales: Wholesale program offering competitive pricing for bulk purchasers and hair professionals. Targets hairstylists and salons.
3. Buy Now Pay Later: Financing options through partnerships with Afterpay, Sezzle, Zip, PayPal, and Apple Pay allowing installment payments. Late fees may apply for deferred payments.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels9 records

Core offering

UNice designs, sources, and sells 100% human hair wigs and bundles — including glueless lace front wigs, V-part wigs, HD lace wigs, pre-everything wigs, colored wigs, and sew-in bundles — directly to individual consumers through its own e-commerce site and mobile apps, with a wholesale program serving hairstylists and bulk resellers. Its differentiator is proprietary glueless cap and lace construction (Bye-Bye Slip™, Pre-Everything™, HD Real Scalp™, InvisiBlend™, EasiContour™, Bye-Bye Knots™) that delivers pre-cut, pre-plucked, pre-bleached, ready-to-wear wigs requiring no glue or installation skill.

Product overview

UNice is a premium human hair wigs and extensions company offering a comprehensive portfolio of beginner-friendly, glueless wig solutions. The core product lineup includes Put On & Go Wigs and Pull & Go Wigs for easy wear, 13x4 Pre-Everything Wigs featuring revolutionary pre-cut and pre-plucked lace technology, and the signature Bye-Bye Slip Wigs with medical-grade silicone anti-slip technology. Supporting products include V Part Wigs with invisible blending technology, HD Lace Wigs with seamless melt-in lace, and Colored Wigs in various colors and styles. The accessory line includes Body Wave Bundles and other hair textures from Brazilian, Malaysian, Peruvian, and Indian origins. All products feature 100% human hair with 6-24 month longevity and heat-styling capability.

Differentiator

Problem solved

Functional benefit

Brands

• Bye-Bye Knots: Signature glueless wig collection featuring invisible knot technology for a natural look
• Bye-Bye Slip
• Pre-Everything
• InvisiBlend
• EasiContour
• HD Real Scalp
• UU

Products and services

• Put On & Go Wigs Glueless wigs designed for immediate, minimal-effort wear with adjustable elastic bands, drawstrings, secure combs, and anti-slip grips; arrive pre-cut, pre-plucked, and pre-styled for beginner users.
• Pull & Go Wigs Pre-styled, pre-plucked wigs that skip glue, lace cutting, and stylist visits; user adjusts straps for a fast, glamorous look on busy days.
• 13x4 Pre-Everything Wigs Lace front wigs with 13x4 or 13x6 lace, clean bleached knots, pre-plucked hairline, and pre-cut lace; include magic ear tape for glueless wear with no slippage risk.
• Bye-Bye Slip Wigs Glueless wigs with built-in medical-grade silicone strips that grip the scalp to prevent slipping throughout the day; pre-cut lace, pre-plucked hairline, and pre-bleached knots included.
• V Part Wigs Glueless wigs with V-shaped opening at the top that allows natural hair to blend seamlessly; feature clips, combs, and adjustable elastic band for secure attachment without lace or glue.
• HD Lace Wigs Wigs featuring invisible melt-in HD lace that blends seamlessly with skin for an undetectable, flawless hairline; made with 100% premium human hair, soft and versatile for various styles.
• Lace Front Wigs Melt-right-in lace wigs with sheer lace mesh at the front portion; individual hair strands hand-tied to lace for seamless blending; glueless and beginner-friendly options available.
• Colored Wigs 100% human hair wigs in various colors including brown, blonde, reddish brown, ombre, highlights, and balayage; can be heat-styled like natural hair.
• Glueless Wigs Wigs designed to be worn without adhesives or glue; feature adjustable drawstrings, anti-slip silicone strips, and breathable materials for all-day comfort and secure fit.
• Body Wave Bundles Sew-in bundles with natural wave pattern offering a soft, voluminous look; made from 100% human hair including Brazilian, Malaysian, Peruvian, and Indian origins; suitable for sew-in, quick weave, or custom wig creation.

Quantifiable outcome

• 72-hour delivery from US warehouses
• +3 more outcomes

Named customers1 record

Segments5 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration9 records

Feature6 records

Scale indicators4 records

Recent moves6 records

Expansion highlights6 records

Market position

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/unicehair
• Facebookfacebook.com/UNiceMall
• LinkedInlinkedin.com/company/unice-inc

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about UNice