Afrodite

What Afrodite does

Afrodite Wigs is a UK-based, founder-owned direct-to-consumer e-commerce retailer specializing in wigs, hair extensions, and related hair-care accessories. Founded in 2013 and headquartered in London, the company operates a single online storefront (afroditewigs.co.uk) targeting primarily Black hair care consumers and UK-based wig and hair extension buyers. The core product portfolio comprises four wig categories — Full Lace Wigs (marketed under the 'Afrodite Classics' sub-brand), Lace Front Wigs ('Eden Collection' sub-brand), Glueless Wigs, and Virgin Wigs — with the Virgin Wigs line representing the premium tier made from 100% unprocessed Remy human hair, primarily Brazilian-sourced. Named collections include Afrobella, Gabriella, Iman Yaki, India, and Iman, alongside a Celebrity Inspired line. Product pricing ranges from £24.99 for entry-level glueless synthetic wigs to £259.99 for premium Brazilian human hair wigs.

The business model is straightforward unit-based e-commerce with no subscription component, no B2B or wholesale channel, and no proprietary technology layer. Revenue is generated entirely from one-time product sales distributed through the WooCommerce-based storefront, with UK domestic shipping via Royal Mail (free delivery on orders over £150) and international delivery to European countries via Royal Mail International Signed For at £11.95. Adjacent accessory categories include hair extensions, lace closures and ponytail extensions, wig tapes and adhesives, a haircare line (shampoos, conditioners, knot sealers, lace release, scalp protectors), wig starter kits, wig caps and stands, argan oil, Mochila bags, swimwear, head wraps and scarves, and jewellery. Marketing is limited to the company's own e-commerce site and an email newsletter for new collections.

Afrodite has no disclosed institutional funding, no patents or trademarks, no partnerships, no management team information, no API or mobile app, and no AI features. The company appears to operate with 11-50 employees as a bootstrapped, founder-controlled private business. There are no regulatory actions, no acquisitions, no leadership changes, and no restructuring events in the available record.

Name

Afrodite

Legal name

Afrodite Wigs

Website

https://afroditewigs.co.uk

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

11–50 employees

Short description

Afrodite Wigs is a UK-based, founder-owned direct-to-consumer e-commerce retailer selling wigs, hair extensions, and hair-care accessories primarily to Black hair care consumers in the UK and Europe through its single online storefront.

Ownership category

akta.pro rank

Product category

Hair Care & Beauty Retail (Wigs and Hair Extensions)

NAICS

Cosmetics, Beauty Supplies, and Perfume Retailers (456120), Clothing and Clothing Accessories Retailers (45811), Health and Personal Care Retailers (4561)

SIC

Retail-Apparel & Accessory Stores (5600)

akta.pro industry

PRIMARYCRABABAH

Hair Extensions, Wigs & Hairpieces

Consumer Products & Retail/Beauty & Personal Care/Haircare

SECONDARYCRABABAM

Hair Fragrance & Finishing (Mists, Shine, Anti-frizz)

Consumer Products & Retail/Beauty & Personal Care/Haircare

SECONDARYCRABAKAH

Hair Accessories (Clips, Bands, Headbands)

Consumer Products & Retail/Beauty & Personal Care/Beauty Tools & Accessories

Keywords

• Human hair wigs
• Lace front wigs
• Hair extensions
• Wig accessories
• Black hair care

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure

Revenue model

1. Product Sales: One-time product sales of wigs, hair extensions, and accessories through e-commerce. Revenue is generated from individual transactions with no subscription component. Product categories include virgin wigs, lace front wigs, glueless wigs, hair extensions, wig tapes, haircare products, and accessories.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels2 records

Core offering

Afrodite Wigs is a UK-based e-commerce retailer that sells human hair wigs, hair extensions, and related beauty accessories directly to consumers via its own website. Its core catalogue includes virgin wigs (100% unprocessed Remy human hair), full lace wigs (Afrodite Classics), lace front wigs (Eden Collection), glueless wigs, Brazilian human hair wigs, and celebrity-inspired styles, complemented by wig tapes, adhesives, haircare products, and accessories such as head wraps, swimwear, and jewellery.

Product overview

Afrodite Wigs is a UK-based e-commerce retailer offering a curated portfolio of human hair wigs and hair care accessories. The core offering centers on four wig types: Full Lace Wigs (marketed under the 'Afrodite Classics' sub-brand), Lace Front Wigs (marketed under the 'Eden Collection' sub-brand), Glueless Wigs, and Virgin Wigs — the latter two representing the premium tier, made from 100% unprocessed Remy human hair sourced primarily from Brazil. Named product collections within the Virgin Wigs line include Afrobella (deep water wave), Gabriella (virgin Brazilian full lace), Iman Yaki (straight lace full human hair), India (virgin body wave), and Iman (super virgin yaki straight). A Celebrity Inspired line features style-alike wigs such as Thandie (Italian Yaki lace front). The wig portfolio spans multiple textures (Yaki, body wave, curly, kinky, straight) and lengths, with pricing from £24.99 to over £259.99. Adjacent to wigs, the company sells complementary product categories: Hair Extensions (Brazilian virgin), Lace Closures & Ponytail Extensions, a dedicated Wig Tapes & Haircare line (including Walker-brand tapes, knot sealers, lace release, isopropyl alcohol, shampoos, conditioners, and scalp protectors), Wig Starter Kits, Wig Caps, Stands & Pens, and Argan Oil. A secondary accessories category includes Mochila Bags (Wayuu crochet bags), Swimwear, Head Wraps & Scarves, and Jewellery. The company offers free UK delivery on orders over £150 and international delivery via Royal Mail International Signed For. The overall business model is a single-platform e-commerce storefront (WooCommerce-based) without any API offering, subscription service, or AI-powered features.

Differentiator

Problem solved

Functional benefit

Products and services

• Full Lace Wigs (Afrodite Classics)

Segments2 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators1 record

Recent moves5 records

Expansion highlights5 records

Direct peers

• Wigs.com: Large US-based direct-to-consumer wig and hairpiece retailer offering a broad range of synthetic and human hair wigs, lace fronts, and accessories. Directly comparable to Afrodite in product category, customer use cases (everyday wear, medical, fashion), and e-commerce distribution model.
• Luxy Hair: Canada-based DTC hair extensions brand specializing in clip-in and tape-in human hair extensions. Comparable to Afrodite's hair extension category, premium virgin hair positioning, and direct-to-consumer e-commerce model.
• Divatress: US-based wigs and hair extensions retailer with broad assortment of human hair and synthetic wigs. Comparable to Afrodite in product category and e-commerce DTC model, though operating at larger scale in the US market.
• True Glory Hair: UK-based wigs and hair extensions retailer serving Black hair care consumers with human hair wigs, lace fronts, and installation accessories. Directly comparable to Afrodite on geography, target customer, and product mix.
• GG's Hair & Beauty: UK-based hair extensions, wigs, and beauty retailer with a strong Black hair care focus. Directly comparable to Afrodite in product mix, target customer, and UK e-commerce distribution.
• Hair To Wear: UK wig and hairpiece specialist offering synthetic and human hair wigs for fashion, medical, and everyday wear. Comparable to Afrodite on UK market focus and core wig product category, though with a broader customer demographic.
• LullaBellz: UK-based hair extensions and wig brand offering synthetic and human hair products through DTC e-commerce. Comparable to Afrodite on geography, customer demographic, and extension/wig product portfolio.
• Mayvenn: US-based DTC hair brand specializing in 100% virgin human hair extensions and wigs targeted at Black women. Closely comparable to Afrodite's Black hair care focus, virgin Remy hair sourcing, and direct-to-consumer e-commerce approach.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/afroditewigs
• LinkedInlinkedin.com/company/afrodite

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 Afrodite