This Gen Z and Black-owned brand wants to “fill the gap in the market for stylish wigs.”

This Gen Z and Black-owned brand wants to “fill the gap in the market for stylish wigs.” When Mary Imevbore and her friends used to shop for wigs, they were always frustrated by the lack of options for Black women—so she created her own business instead. Imevbore and her classmates won a campus business competition in 2018 for a DTC wig startup, and Waeve was born. Making its official launch in June, it plans to do drops, which they’ll be referring to as “Days of the Week” and offer six sets of different wig styles four times a year—three human-hair wigs and three synthetic wigs—with prices ranging from $72 to $398. While the brand claims to be “age-agnostic” about its target customer base, its aesthetic “has a very maximalist Gen Z-feel, just because that’s who [they] are as founders.” According to the Global Hair Wigs and Extension Market report, online sales made up 63% of the global wig market last year, so a DTC wig brand is set up for success. (Glossy)