It’s A Wig
It's A Wig, founded in 1975 in Moonachie, New Jersey, imports and wholesales designer wigs in human hair and synthetic constructions across full, lace front, headband, and extension formats, serving women of color and broader female consumers via DTC e-commerce, B2B wholesale portal, and mobile app.
- Company typePrivate
- Founded1975
- HeadquartersMoonachie, United States
- Headcount1–10
- GTM typeB2B and B2C
- OfferingHardware or Manufacturing
What It’s A Wig does
It's A Wig (legal name "It's A Wig!") is a privately held, US-based wig importer and wholesaler founded in 1975 and headquartered in Moonachie, New Jersey. The company sources and distributes designer wigs — including 100% human hair, human hair mix, and premium synthetic fiber constructions — across full wigs, lace front (ear-to-ear, full lace, 360 lace, 13x4, U-part), headband, and half wig formats, plus clip-on, ponytail, and top piece extensions. Featured product technologies include glueless lace construction for adhesive-free wear, HD lace for virtually undetectable hairlines, and premium synthetic fibers rated iron-friendly up to 400°F. The catalog is organized into 20 named style volumes with hundreds of SKUs spanning natural, highlighted, ombre, and novelty colorways.
The company runs a dual go-to-market: direct-to-consumer e-commerce through itsawig.com (with a mobile app available) and a B2B wholesale partner portal at b2bportal.suncloud.biz serving distributors and retailers. Pricing is not publicly disclosed and requires adding items to cart or accessing the partner portal. Marketing is driven by organic social across Instagram (@itsawigdotcom), Facebook, Twitter, YouTube, and TikTok, supplemented by a blog with hairstyle guides, celebrity hairstylist workshops at Mama Tress Studio in Manhattan, and New York Fashion Week collaborations through Style 360.
The business operates with a very lean headcount (1-10 employees) and has not raised outside funding, suggesting a bootstrapped, owner-operated model. Despite limited staffing, the company maintains an active product launch cadence (multiple new SKUs dated 2025-2026) and a registered trademark. No revenue, ownership, or executive team information is publicly disclosed.
It’s A Wig firmographics
Firmographics- Name
- It’s A Wig
- Legal name
- It's A Wig!
- Website
- https://itsawig.com
- Company type
- Private
- Founded year
- 1975
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- It's A Wig, founded in 1975 in Moonachie, New Jersey, imports and wholesales designer wigs in human hair and synthetic constructions across full, lace front, headband, and extension formats, serving women of color and broader female consumers via DTC e-commerce, B2B wholesale portal, and mobile app.
- Ownership category
- akta.pro rank
It’s A Wig industry classification
Industry- Product category
- Wigs and Hair Extensions
- NAICS
- Clothing and Clothing Accessories Merchant Wholesalers (424350), Clothing and Clothing Accessories Retailers (45811)
- SIC
- Wholesale-Apparel, Piece Goods & Notions (5130), Retail-Apparel & Accessory Stores (5600)
- akta.pro primary industry
- Hair Extensions, Wigs & Hairpieces (CRABABAH)
- akta.pro secondary industry
- Professional/Salon Haircare (Backbar & Retail) (CRABABAK)
Keywords
Where It’s A Wig is headquartered
LocationHeadquarters
- HQ city
- Moonachie
- HQ country
- United States
- HQ region
- North America
Markets served
It’s A Wig business model
Business model- GTM type
- B2B and B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Marketing or Sales, Technology or R&D, Personnel
Revenue model
- Direct E-commerce Retail (B2C): Direct-to-consumer sales through its e-commerce website selling wigs and hair extensions to individual consumers
- B2B Wholesale Portal: Wholesale and partner sales through the B2B portal for distributors and retailers
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Pay-as-you-go | Retail e-commerce pricing for individual consumers |
| Other | Pay-as-you-go | B2B wholesale pricing for partners and distributors |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels8 records
It’s A Wig product offering
Product offeringCore offering
It's A Wig imports and wholesales designer wigs and hair extensions made from 100% human hair, human hair blends, and premium synthetic fibers. The company sells its branded wig styles — including lace front, headband, glueless, and custom-construction wigs — through a direct-to-consumer e-commerce storefront and a separate B2B wholesale partner portal, with a primary focus on the women-of-color consumer segment.
Product overview
It's A Wig! is a wig retailer offering a diverse portfolio of hair products across three main material categories: 100% Human Hair (including wet n wavy styles), Human Hair Mix (blended human and synthetic), and Premium Synthetic Fiber. The product line includes multiple construction types: Full Wigs, Lace Front wigs (ear-to-ear, full lace, 360 lace, 13x4, U-part), Headband Wigs, and Half Wigs. The company also offers Extensions in both 100% human hair and premium synthetic fiber, including clip-ons, ponytails, and top pieces. Products feature various cap constructions (no part, lace part, glueless lace) and technologies such as HD lace for virtually undetectable hairlines. The catalog is organized into 20 volumes (VOL. ONE through VOL. TWENTY) showcasing different style collections.
Differentiator
Problem solved
Functional benefit
Products and services
- 100% Human Hair Wigs Designer wigs constructed entirely from 100% human hair, sold through the company's direct e-commerce storefront and B2B wholesale channel, targeted at women of color seeking premium, natural-looking hair.
- Human Hair Mix Wigs Wigs constructed from a blend of human hair and synthetic fiber, offered as a mid-tier option between full human hair and full synthetic wigs, sold through both consumer and wholesale channels.
- Premium Synthetic Fiber Wigs Wigs made from premium synthetic fibers marketed as a more affordable alternative to human hair, sold across the consumer e-commerce and B2B wholesale channels.
- Hair Extensions Extension products sold alongside wigs to individual consumers and wholesale buyers, completing the company's hair-goods portfolio.
- HD Lace Front Wigs Front-lace wig styles using HD lace technology to create natural-looking, undetectable hairlines for the consumer and wholesale channels.
- Glueless Wigs Wigs designed for glueless, easy-to-install wear, targeted at consumers seeking quick, no-adhesive styling.
- Headband Wigs Wigs constructed with an integrated headband for fast, no-glue, beginner-friendly installation, sold through both consumer and wholesale channels.
Companies that use It’s A Wig
Customer profileSegments1 record
Ideal customer profiles2 records
It’s A Wig technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
It’s A Wig partnerships and signals
Strategic signalPartnerships
Two partnerships are on record, tiered core and minor.
- B2B Partners (Distributors and Retailers)coreThe company operates a B2B partner portal (b2bportal.suncloud.biz) for distributors and retailers to purchase wholesale quantities of wigs and hair extensions.
- Mama Tress Studio (Manhattan)minorBeauty workshop venue at Mama Tress Studio in Manhattan hosted by celebrity make-up artist Darya Latham and hairstylist William Edmond for product demonstrations and customer engagement.
Recent moves6 records
Expansion highlights5 records
It’s A Wig competitors and assessment
Company assessmentDirect peers
- Sensationnel: Sensationnel (including the popular Butta line) sells synthetic, human-blend, and HD-lace wigs and hairpieces into beauty supply and DTC channels catering to women of color, directly competing with It's A Wig on construction and color-range breadth.
- Shake-N-Go Fashion (Milky Way, Zury, SZA): Shake-N-Go is a beauty conglomerate with multiple sub-brands (Milky Way, SZA, Zury) selling synthetic and human-hair wigs/extensions to beauty supply wholesale and DTC, directly comparable to It's A Wig on channel mix and product portfolio.
- UNice Hair: UNice is a leading DTC online wig and hair extensions retailer offering human hair and HD lace front products with celebrity/influencer marketing — directly comparable to It's A Wig's e-commerce and influencer-led go-to-market.
- Bobbi Boss: Bobbi Boss is a long-standing wig and hairpiece brand offering synthetic and human hair collections distributed via beauty supply wholesalers and salons — directly overlapping It's A Wig's catalog, channels, and target demographic.
- LUVME HAIR: LUVME HAIR is a pure-play DTC wig/hair extensions e-tailer specializing in glueless lace front and pre-cut lace wigs for women of color — directly comparable to It's A Wig on product type, demographic, and online direct-sales motion.
- Aleriana Hair: Aleriana sells wholesale and DTC wigs, hair extensions, and hairpieces to beauty supply distributors and individual buyers, including human hair and synthetic lines — comparable to It's A Wig on product, segment, and B2B/DTC mix.
- Janet Collection: Janet Collection is a hair extensions, wigs, and braids brand selling premium human and synthetic hair to the women-of-color market through beauty supply and DTC channels, comparable to It's A Wig on product, price tier, and distribution.
- Outre: Outre, owned by Hayes, is one of the largest synthetic and human-hair wig/hairpiece brands, distributing through beauty supply wholesale and direct channels serving the same women-of-color customer base and operating globally like It's A Wig.
- Freetress / Hair Beauty / Equal: Freetress (and sister brands Equal, Hair Beauty) is one of the leading synthetic and human-hair wig/hairpiece brands explicitly targeting women of color across both beauty supply wholesale and DTC — directly comparable to It's A Wig on product type, customer, and channel.
Emerging players
- Mayde Beauty: Mayde Beauty is a synthetic and human-hair wig/extension brand focused on the beauty supply channel for women of color, with overlapping catalog and customer — slightly more limited scale than It's A Wig's mature multi-channel footprint.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks6 records
Key highlights6 records
Customer concentration
It’s A Wig social profiles
Digital presenceIt’s A Wig financial estimates
Financial estimateRevenue estimate
Valuation estimate
It’s A Wig leadership team
Management profileNumber of profiles
Profiles1 record
It’s A Wig funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
It’s A Wig 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 It’s A Wig
What does It’s A Wig do?
It's A Wig imports and wholesales designer wigs and hair extensions made from 100% human hair, human hair blends, and premium synthetic fibers. The company sells its branded wig styles — including lace front, headband, glueless, and custom-construction wigs — through a direct-to-consumer e-commerce storefront and a separate B2B wholesale partner portal, with a primary focus on the women-of-color consumer segment.
Is It’s A Wig a public or private company?
It’s A Wig is a private company. It is classified as unknown and is currently operating.
When was It’s A Wig founded?
It’s A Wig was founded in 1975. It employs 1 to 10 people.
Where is It’s A Wig based?
It’s A Wig is headquartered in Moonachie, United States, in the North America region.
How does It’s A Wig make money?
Two revenue lines are on record. Direct E-commerce Retail (B2C) is the primary driver. The others are B2B Wholesale Portal.
Who are It’s A Wig's main competitors?
Direct peers on record are Sensationnel, Shake-N-Go Fashion (Milky Way, Zury, SZA), UNice Hair, Bobbi Boss, LUVME HAIR, Aleriana Hair, Janet Collection, Outre and Freetress / Hair Beauty / Equal. Mayde Beauty is listed as an emerging player.
Does It’s A Wig have an API?
No public API is recorded for It’s A Wig.
What industry is It’s A Wig in?
It’s A Wig's product category is Wigs and Hair Extensions. Its primary akta.pro industry code is CRABABAH, Hair Extensions, Wigs & Hairpieces, with a secondary code of CRABABAK, Professional/Salon Haircare (Backbar & Retail). Its NAICS code is 424350 and its SIC code is 5130.