WellCapped | Changing Market Perceptions

Team: Shante Frazier (Stern ’18), Lauren Mitchell

About the Venture: WellCapped is rent the Runway for wigs. WellCapped enables members to access a shared inventory of high quality wigs and hair extensions.

Launching WellCapped in 2022, we ventured into uncharted territory as the first wig rental subscription service. Initially, the concept was met with skepticism – similar to early reactions of getting in a stranger’s car or staying in their home, we faced the same challenge of shifting consumer perceptions about wig rentals.

Facing this challenge head-on, we recognized the need for a marketing pivot. Through multiple focus groups, we gained invaluable insights into consumer hesitations and desires. In addition, our website underwent several iterations, each one aimed at enhancing user experience and addressing concerns about hygiene and membership plans. Moreover, our ambassador program created a shift in the beauty mindset, with customers embracing wig rentals as now a highly desired option.

As we continue to innovate and lead in the beauty industry, our next goal is to scale our offerings to include European hair types. We are fully committed to inclusivity and providing diverse hair solutions that represent why we built WellCapped: for our members to experience affordability, sustainability and convenience.

We’re excited about the future of the WellCapped and can’t wait to expand our tribe!

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