Is that a wig? I honestly can’t tell! You look at least 10 years younger!
Is that a wig? I honestly can’t tell! You look at least 10 years younger!
As people’s demand for personalized beauty continues to grow, wigs are no longer just a “necessity” for those experiencing hair loss. They are increasingly becoming fashion accessories. Data shows that these small hairpieces are driving a market worth tens of billions of yuan.
Recently, Nanjing-based wig designer Ou Xing has been receiving more than a dozen orders every day. “Busy, but happily busy!” he said. The 2025 Spring Festival marked his first Lunar New Year since starting his own business. He gave himself only one day off—the first day of the New Year—and even worked on Lunar New Year’s Eve. Not long ago, reporters from Yangtze Evening News visited Ou Xing’s wig design studio.
From “Tony” Hairstylist to Wig Designer
The end of the year is usually the busiest season for hairstylists—often nicknamed “Tony teachers” in China. But for Ou Xing, a former hairstylist turned wig designer, this Spring Festival was especially busy.
In 2024, he left his job and founded his own studio, “Mu Mu Xi Wigs,” focusing on high-quality, cost-effective wigs made from 100% real human hair. During the 2025 Spring Festival, he chose to stay in Nanjing instead of returning to his hometown in Shaanxi, taking only one day off.
Ou Xing’s studio is located near Hongyue City in Nanjing. Though not large, it is warmly and festively decorated. One wall displays hundreds of wigs in various styles. The windows are adorned with “Happy New Year” decorations. Snacks are placed on the coffee table for customers, and the space is fully equipped with shampoo chairs, styling mirrors, and lighting.
When reporters visited, Ou Xing was busy washing and maintaining a customer’s wig, while several others were lined up on the worktable waiting for after-sales care.
Ou Xing began learning hairdressing in 2003 at the age of 17. He moved from Shaanxi to Nanjing in 2013. In 2022, he joined a large wig company, which highly valued his background and technical skills as a professional hairstylist.
“Surprised? To become a wig designer, you first need to know how to cut real hair,” Ou Xing explained. Wigs don’t come pre-styled—they require trimming and shaping based on a customer’s face shape and temperament. Drawing on years of hairstyling experience, he carefully studies each client’s needs and has built a strong base of returning customers.
Interestingly, he also wears a hairpiece himself. When recommending products, he demonstrates the difference by lifting his own hairpiece—making the transformation even more convincing.
Customers Buy More Than Just a Wig — They Buy After-Sales Service
Ms. Wang, a Nanjing resident in her 70s, purchased a hairpiece from Ou Xing a year ago for more than 3,000 yuan.
Although she has thick hair, she has some gray hair at the top of her head. She used to dye it but found the process troublesome and worried about potential health effects. At the end of 2023, she visited Golden Eagle Mall in Hexi, intending to buy a wig to cover her gray hair.
In the first store she visited, the recommended wig was made of 20% synthetic fiber and 80% real hair. “It looked a bit fake,” she said. In the second store, Ou Xing warmly helped her try on a hairpiece and slightly trimmed the bangs to better suit her face shape. “It blended perfectly,” she recalled.
Although she was very satisfied, she initially felt that the price—over 3,000 yuan—was too expensive. Seeing her hesitation, Ou Xing dramatically lifted his own hairpiece to show her the difference. “The contrast was obvious. Wearing a hairpiece can make you look 10 years younger.”
He also explained that the wig could last three to five years. During that period, all cleaning, maintenance, and even trims for her natural hair would be free of charge.
“I felt it was more cost-effective than buying a membership card at a regular salon, so I decided to go for it,” Ms. Wang said. “My friends all say it looks great. And the free cleaning and maintenance have indeed continued.”
Three Main Groups of Mid-to-High-End Wig Buyers
After launching his business, Ou Xing positioned his products as mid-to-high-end wigs offering strong value for money. For example, the same model purchased by Ms. Wang can now be offered for just over 2,000 yuan.
“These are fully hand-knotted wigs made from 100% real human hair. You can tie it up, braid it, or style it however you like,” Ou Xing explained. Because they are made entirely from real hair, they look far more natural than synthetic alternatives.
Customers who favor this type of wig generally fall into three categories:
-
Middle-aged and elderly customers who use hairpieces to cover gray hair.
-
Beauty-conscious women and livestream hosts who wear wigs like accessories to create a fuller crown and look better on camera.
-
Patients undergoing chemotherapy.
Some customers even purchase four wigs at once, rotating them to create different styles.
A Promising Future in the “Beauty Economy”
Each wig sells for two to three thousand yuan, yet includes three to five years of free cleaning, maintenance, and hair trimming services. This business model feels refreshing but may raise doubts among new customers.
“Reputation and service are extremely important,” Ou Xing said. Currently, 70% of his customers are returning clients, while 30% are new customers acquired online. His small studio now generates an annual income of 150,000 to 200,000 yuan. He believes the business will continue to improve.
“My wish for the Year of the Snake is to build a strong brand, take good care of my customers, and buy a house and a car,” he said with a smile.
Data suggests that the “beauty economy” Ou Xing has entered holds significant potential. According to a 2024 wig market analysis report by Bizwit Research & Consulting, China’s wig market reached 19.307 billion yuan in 2023. The CIIR (China Industry Information Research Institute) predicts that the industry will continue to maintain rapid growth in the coming years.