Ace Wigs
Ace Wigs is a private US e-commerce retailer founded in 1996 selling over 4,000 wig styles from brands such as Jon Renau, Raquel Welch, Eva Gabor, and Ellen Wille, serving medical hair-loss, fashion, children's, and men's customers through its own website with an in-house color photography facility.
- Company typePrivate
- Founded1996
- HeadquartersBodega Bay, United States
- Headcount11–50
- GTM typeB2C
- OfferingServices
What Ace Wigs does
Ace Wigs, founded in 1996 in Bodega Bay, California, is a private direct-to-consumer e-commerce retailer of wigs and hairpieces operating under the trade name 'Ace Wigs - The Original Wig Site.' The company sells over 4,000 wig SKUs across roughly 30 premium and mid-tier brands including Jon Renau, Raquel Welch, Eva Gabor, Ellen Wille, Noriko, Rene of Paris, Amore, Hairdo, Toni Brattin, Bali, and Wig Pro, covering synthetic, heat-friendly synthetic, and 100% human hair constructions priced from approximately $75 to over $3,000. The storefront also offers lace front, monofilament, petite, children's, and men's categories, plus accessories, and supports a wig donation program serving American Cancer Society affiliates, Cancer Care Inc., St. Johns Mercy Medical Center, and Cancer Treatment Centers of America. Operationally, the company runs an in-house color photography facility for the Noriko and Raquel Welch lines to produce more accurate product imagery, accepts PayPal alongside standard card payments, and ships from the US via its own e-commerce platform rather than third-party marketplaces. Its primary customer segment is individuals experiencing medical hair loss from cancer treatment or alopecia, with secondary demand from fashion, children's, and men's wig buyers. The business is founder/family-owned, has 11-50 employees, has raised no outside capital, and is currently listed for sale after 30 years of operation.
Ace Wigs firmographics
Firmographics- Name
- Ace Wigs
- Legal name
- Ace Wigs
- Website
- https://acewigs.com
- Company type
- Private
- Founded year
- 1996
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Ace Wigs is a private US e-commerce retailer founded in 1996 selling over 4,000 wig styles from brands such as Jon Renau, Raquel Welch, Eva Gabor, and Ellen Wille, serving medical hair-loss, fashion, children's, and men's customers through its own website with an in-house color photography facility.
- Ownership category
- akta.pro rank
Ace Wigs industry classification
Industry- Product category
- Wig and Hairpiece Retail
- NAICS
- Cosmetics, Beauty Supplies, and Perfume Retailers (456120)
- SIC
- Perfumes, Cosmetics & Other Toilet Preparations (2844)
- akta.pro primary industry
- Hair Extensions, Wigs & Hairpieces (CRABABAH)
Keywords
Where Ace Wigs is headquartered
LocationHeadquarters
- HQ city
- Bodega Bay
- HQ country
- United States
- HQ region
- North America
Markets served
Ace Wigs business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Retail Wig and Hairpiece Sales: Ace Wigs generates revenue through direct retail sales of wigs and hairpieces via their e-commerce website. They sell products from multiple branded partners including Raquel Welch, Jon Renau, Eva Gabor, Ellen Wille, Noriko, and others. Prices range from approximately $75 for budget synthetic wigs to over $3,000 for premium human hair wigs. The company offers regular sales and promotional pricing.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Synthetic wigs |
| Unit Pricing | Pay-as-you-go | Heat-friendly synthetic wigs |
| Unit Pricing | Pay-as-you-go | Human hair wigs |
| Unit Pricing | Pay-as-you-go | Children's wigs |
Go-to-market motion1 record
Distribution channels1 record
Marketing channels5 records
Ace Wigs product offering
Product offeringCore offering
Ace Wigs is a U.S. direct-to-consumer online retailer of wigs and hairpieces, founded in 1996 as the first wig website. The company sells over 4,000 wig styles sourced from branded manufacturers (Jon Renau, Raquel Welch, Eva Gabor, Ellen Wille, Noriko, Rene of Paris, Amore, Hairdo, Wig Pro, Toni Brattin, Bali, and others) across synthetic, heat-friendly synthetic, and 100% human hair categories. It also offers lace front, monofilament, men's, children's, and medical hair-loss wigs, plus hair toppers, hairpieces, wig accessories, and a donation program for cancer and alopecia patients.
Product overview
Ace Wigs operates as an American e-commerce retail platform for wigs and hairpieces, established in 1996 as the first wig website. The company offers over 4,000 wig styles across multiple branded product lines including Jon Renau Wigs, Raquel Welch Wigs, Eva Gabor Wigs, Ellen Wille Wigs, Noriko Wigs, Rene of Paris Wigs, Hairdo Wigs, Toni Brattin Wigs, Amore Wigs, Bali Wigs, and Wig Pro. Product categories span human hair wigs, synthetic wigs, lace front wigs, monofilament cap wigs, medical wigs for hair loss, children's wigs, men's wigs, hair toppers, hair pieces, and wig accessories. The company also facilitates wig donations to cancer societies and alopecia organizations. All hair colors for major brands are photographed at Ace Wigs' own photography facility to provide realistic shopping images.
Differentiator
Problem solved
Functional benefit
Products and services
- Synthetic Wigs
Quantifiable outcome
- 125+ positive customer testimonials
- +1 more outcomes
Companies that use Ace Wigs
Customer profileNamed customers5 records
Segments4 records
Ideal customer profiles5 records
Ace Wigs technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature1 record
Ace Wigs partnerships and signals
Strategic signalScale indicators4 records
Recent moves4 records
Expansion highlights4 records
Ace Wigs competitors and assessment
Company assessmentDirect peers
- Divatress: DTC wig and hair-extension e-tailer with comparable brand portfolio and a similar value-positioned, multi-segment customer base.
- Wigsbuy: Online wig specialist competing on price and assortment across synthetic, human hair, and lace front wigs — overlapping strongly with Ace Wigs' middle-tier price points.
- Superhairpieces: Online retailer specializing in wigs, toppers, and hairpieces for medical and fashion customers with overlapping product categories and a similar brand-led merchandising approach.
- Paula Young: Long-established US wig catalog and online retailer serving similar medical hair-loss and mature-women customer segments with comparable synthetic and human-hair assortments.
- Wigs.com: Largest US online wig retailer carrying the same premium brands (Jon Renau, Raquel Welch, etc.) and selling synthetic, human hair, and lace front wigs direct-to-consumer — the closest head-to-head competitor to Ace Wigs.
- HairWeavon: US-focused online wig retailer carrying lace front, synthetic, and human-hair wigs from comparable brand partners, targeting similar fashion and hair-loss customers.
- Vogue Wigs: Family-run online wig retailer with a multi-brand catalog of synthetic and human-hair wigs, directly comparable in assortment strategy and customer mix.
Others
- Wigs for Kids (Children's) / American Cancer Society donation programs: Nonprofit wig providers serving pediatric and medical hair-loss customers — adjacent ecosystem players that Ace Wigs already partners with for donations and that influence the same medical customer journey.
Emerging players
- Lusta Hair: DTC wig and hair-extension brand that sells both direct and through select retailers, representing a younger, brand-led model that competes for the same end consumer with a more modern e-commerce experience.
Broad incumbents
- Amazon (Beauty & Personal Care): Mass-market marketplace that has become a default starting point for wig search and purchase, setting the price and convenience baseline that small wig e-tailers like Ace Wigs must compete against.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks6 records
Key highlights6 records
Customer concentration
Ace Wigs social profiles
Digital presenceAce Wigs financial estimates
Financial estimateRevenue estimate
Valuation estimate
Ace Wigs leadership team
Management profileNumber of profiles
Ace Wigs funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Ace Wigs 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 Ace Wigs
What does Ace Wigs do?
Ace Wigs is a U.S. direct-to-consumer online retailer of wigs and hairpieces, founded in 1996 as the first wig website. The company sells over 4,000 wig styles sourced from branded manufacturers (Jon Renau, Raquel Welch, Eva Gabor, Ellen Wille, Noriko, Rene of Paris, Amore, Hairdo, Wig Pro, Toni Brattin, Bali, and others) across synthetic, heat-friendly synthetic, and 100% human hair categories. It also offers lace front, monofilament, men's, children's, and medical hair-loss wigs, plus hair toppers, hairpieces, wig accessories, and a donation program for cancer and alopecia patients.
Is Ace Wigs a public or private company?
Ace Wigs is a private company. It is classified as family owned and is currently operating.
When was Ace Wigs founded?
Ace Wigs was founded in 1996. It employs 11 to 50 people.
Where is Ace Wigs based?
Ace Wigs is headquartered in Bodega Bay, United States, in the North America region.
How does Ace Wigs make money?
One revenue line is on record: retail Wig and Hairpiece Sales.
Who are Ace Wigs's main competitors?
Direct peers on record are Divatress, Wigsbuy, Superhairpieces, Paula Young, Wigs.com, HairWeavon and Vogue Wigs. Wigs for Kids (Children's) / American Cancer Society donation programs is listed as an others. Lusta Hair is listed as an emerging player. Amazon (Beauty & Personal Care) is listed as a broad incumbent.
Does Ace Wigs have an API?
No public API is recorded for Ace Wigs.
What industry is Ace Wigs in?
Ace Wigs's product category is Wig and Hairpiece Retail. Its primary akta.pro industry code is CRABABAH, Hair Extensions, Wigs & Hairpieces. Its NAICS code is 456120 and its SIC code is 2844.