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Ready to Wear HairUWear tackled an undeveloped niche, changed the haircare landscape and struck skyrocketing success—while maintaining its family-owned values for nearly 50 years. By Tracy Morin hen Michael Napolitano, owner, president and CEO of HairUWear, launched American Hairlines in 1980 with wife, Denise, and mother, Eleanor, he couldn’t have predicted the explosion in popularity of hairpieces, extensions, wigs and accessories in the coming decades; but he did have a strong premonition. Even years later—after acquiring Eva Gabor International in 1996 and introducing Great Lengths in 1997—many skeptics remained. “Everyone thought I was crazy,” Napolitano says. “In 1997, there was virtually no hair extension business in the United States, outside the ethnic markets. But I didn’t believe that.” His hunch proved correct—and drove him to play a major role in reigniting consumers’ passion for the category. Beauty Store Business recently chatted with Napolitano and a few key executives in his thriving enterprise to learn more about the company’s humble roots and meteoric rise to becoming the No. 1 alternative hair company in the world. Jason Bennett 32 September 2017 | beautystorebusiness.com beautystorebusiness.com | September 2017 33 Reproduced by HairUWear with permission from Beauty Store Business magazine for limited distribution. ©2017 by Creative Age Communications, Inc. No part of this article and/or cover can be altered, changed, or reused in any way without expressed consent of the publisher. sions, ponytails, wraps, wigs and more. Gabor: This go-to women’s hairstyle collection features effortlessly wearable looks and modern classics inspired by salon stylists’ most popular cuts. HairUWear Professional: Devel- oped for haircare professionals by industry experts, this high-quality, non- permanent hair extension program is exclusively offered in the professional market to build service revenue for salons and stylists. POP by Hairdo: With affordable, easy-wear options, POP “flips the script” on basic hair, offering looks from boho braids and shiny metallic trends to beauty-queen topknots. Napolitano continues to build his family company’s vision: inspiring women and men worldwide to discover the pos- sibilities of alternative hair, and bringing together the best stylists, designers and artistic talent to innovate and create tomorrow’s looks. “Being a family busi- ness is our culture; though we’ve grown tenfold, we’ve maintained the way we The graduated tones of Gabor’s wigs mimic operate,” Napolitano notes. “And I like the the look of natural hair. Simple and easy, MODEL PORTFOLIO The following year, Great Lengths power and flexibility to do what I want!” these wigs and hairpieces make beautiful Napolitano may have once seemed like an USA, which provides professional hair hair attainable every day. unlikely haircare innovator; after graduat- extensions made from 100-percent human ing from Rutgers with a mass commu- hair of guaranteed origin, was added nications/journalism degree, he plunged to the fray—along with a comprehen- “Everyone into marketing and sales for the then- sive three-day certification program for nascent computer industry. His mother stylists throughout the nation. In 1998, thought I was also worked in sales at wig manufacturer the Raquel Welch Signature Collection Eva Gabor International. By 1980, mother marked its first celebrity rollout, featur- crazy; in 1997, and son decided to join forces and take a ing the Hollywood icon as the muse and chance on their own venture, American creative director promoting the fashion- Hairlines. “We decided to start a business forward wigs and hairpieces. HairUWear there was from ground zero,” Napolitano says. “We also kicked off an onslaught of ads and jumped into the deep end and learned marketing campaigns to create customer virtually no everything really fast!” awareness, which propelled the busi- With few employees on hand, he ness to expand its portfolio. Today, the hair extension did it all—packing boxes, monitoring company encompasses a range of brands finances, drumming up business, and to meet just about anyone’s needs. In business in the often forgoing a paycheck. When he addition to Great Lengths and Welch’s purchased Eva Gabor International, he collection, the company boasts: United States, didn’t acquire a broad-based company American Hairlines: Natural Advan- with a deep portfolio; Napolitano laughs tage, Virtual Reality and Virtuesse provide outside the remembering the company’s reputation nonsurgical hair replacement systems for as a provider of “little old lady wigs.” men and women. Faced with the daunting task of com- Hair2wear: The Christie Brinkley Col- ethnic markets. pletely reinventing the brand, Napolitano lection promises supermodel hair, from renamed Eva Gabor International in 1996 clip-in extensions and perfect ponytails But I didn’t to HairUWear, Inc., intending to turn the to camera-ready wigs and other designs. business into a multi-branded, fashion- Hairdo: It’s “style at the speed of life,” Hairdo’s clip-in believe that.” focused company. sans commitment—think clip-in exten- extensions and wigs. Courtesy of HairUWear 34 September 2017 | beautystorebusiness.com Reproduced by HairUWear with permission from Beauty Store Business magazine for limited distribution. ©2017 by Creative Age Communications, Inc. No part of this article and/or cover can be altered, changed, or reused in any way without expressed consent of the publisher. “Your biggest asset is your team, so we make sure everyone is aware of how The HairUWear corporate headquarters in Lenexa, Kansas, boasts 141,000 square feet and resembles a New York ad agency. ETHICS OF CARE “We employ an extremely stringent ters, completed in the spring of 2014. valuable they From initial design to finished product, and formalized quality-control process, Clocking in at 141,000 square feet, the quality is a top priority, and Napolitano where production is monitored for qual- loft-like design “resembles a Manhat- are to carry insists HairUWear delivers gold-standard ity assurance every step of the way. tan creative or advertising agency,” products by maintaining strict standards Each brand has its own benchmarks Napolitano says, noting the entrance- out our goals for quality control. This mission involves and unique criteria for the materials and way flanked by a two-story glass wall several overseas offices, including loca- techniques used, while employees also and an open, expansive reception area. and vision. They tions in northern and southern China, receive regular education to maintain “We wanted an environment in our new Indonesia and Hong Kong, working quality standards.” building that stimulated creativity and believe in making closely with company headquarters in From sourcing 100-percent certified innovative thinking,” Napolitano explains. Lenexa, Kansas, and Sunrise, Florida. hair to manufacturing, packaging and dis- “When you walk in, you’re walking into “We’re the only [alternative hair] com- tribution processes, quality has become a brand.” a difference.” pany with offices and full-time employees a bona fide obsession. Of course, the employees who fill the on staff supervising the manufacturing Branding is another priority, which company’s offices, both stateside and process on-site,” Napolitano asserts. oozes from the new company headquar- abroad, are key to success. Napolitano believes company culture starts at the top. Passionate and driven through the decades, he seeks like-minded team players who truly believe in the compa- ny’s mission. From office cleaning staff to box packers and educators, “there’s not a soul who’s not critically important,” Napolitano notes. “Your biggest asset is your team, so we make sure everyone is aware of how valuable they are to carry out our goals and vision. They believe in making a difference.” STAR POWER Raquel Welch—screen legend, ageless beauty and international sex symbol— fulfilled yet another iconic role when she partnered with HairUWear to intro- duce the Raquel Welch Wig Collection. Known for its bold, sensuous looks, her eponymous line has been one of the largest and most-respected wig collec- tions worldwide for nearly two decades. “When you feel good about your hair, you radiate beauty and confidence,” Welch says. “My style is simply beautiful: the freshest looks, the easiest to wear. A wig should be as easy and effortless as Raquel Welch serves as creative director to her sensuous and fashion-forward collection of high-quality, ready-to-wear wigs. slipping on a T-shirt and jeans.” Courtesy of HairUWear 36 September 2017 | beautystorebusiness.com Reproduced by HairUWear with permission from Beauty Store Business magazine for limited distribution. ©2017 by Creative Age Communications, Inc. No part of this article and/or cover can be altered, changed, or reused in any way without expressed consent of the publisher. now. Make it fun. Make it fashion. Make NEW AND NEXT it dazzling. Then all you have to do is Hairdo, a collection that includes make it you!” on-trend styles and colors with pat- Another wildly successful celeb col- ented technology—easy to use, easy laboration features supermodel Christie to style—offers a variety of clip-in Brinkley and HairUWear, a line inspired extensions, ponytails, bangs and more, by stars who change looks by the minute. for freedom and individual expression. “Updos, side ponies and other off-the-face The company’s recent brand makeover options are driving the explosion of this includes

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