Although Shante Frazier and Lauren Mitchell grew up in an entrepreneurial family, they never anticipated becoming entrepreneurs.
Inception
Frazier first worked as a consultant at PwC upon graduating from New York University in New York City, NY, with an MBA. At the time, her plan was to climb the corporate ladder with an overarching goal of becoming a partner at the company. Mitchell also worked as a consultant at Deloitte for six years, followed by an additional year at Grant Thornton.
Their transition into entrepreneurship was triggered by Frazier’s opportunity to participate in a venture studio — a company that provides capital to launch startups — in the wake of COVID-19.
While brainstorming a business concept, Frazier’s aunt suggested a rental company for weaves and hair extensions. After further consideration, Frazier recognized the key aspects that would be necessary to turn the idea into a venture, which included an extensive sanitation process and bringing Mitchell on board.
“I was not a fan of the idea at first, if I’m being completely transparent, but I knew that I wanted a business venture,” Frazier told AFROTECH™. “If I was going to go into entrepreneurship, I wanted a company that had a fragmented market, a lot of room for growth, and also an antiquated model. Hair hit all three of those qualifiers. So, I started mapping out what it would look like if I was to start a company that was a rental model for hair extensions and wigs, and I knew sanitization was going to be a big part of that. So I started envisioning what that would look like.”
Mitchell initially helped with the company “on the side,” Frazier said, but the cousins realized it was better to work as a team.
“When it came time for the creative part and design… I knew that [Mitchell] had a brilliant mind when it came to the creative side and design, putting things together and making them look good,” Frazier said. “And I knew, because she had her own blog, that she also had a passion for making luxury goods more accessible. So we decided to do it as a team.”
WellCapped
In April 2022, WellCapped launched, initially focusing its target demographic on women in Atlanta, GA, as they viewed it as a “hair mecca.”
To draw customers in, the company promoted an ambassador program offering a complimentary month of WellCapped in exchange for social media content. Additionally, it created a buy-back program to receive hair that fit its standard in exchange for education centering on entrepreneurship.
WellCapped customers can rent wigs individually, with most listed at $72 for a two-week rental, or opt into its subscription program.
According to the company website, the first tier, valued at $102 per month, offers one wig per month and a starter kit containing a portable mannequin head, wig cap, edge brush, and a tote bag. Its second tier, for $144 per month, includes two wigs per month and the same additional benefits as the aforementioned tier, while the third tier is $220 per month for unlimited wig swaps, custom tinting, and free consultations.
“Everybody deserves luxury. You shouldn’t have to think, ‘Hey, I really wanted that wig that Victoria Monét had on, but it’s over $2,000. I’m never going to be able to afford it,'” Mitchell told AFROTECH™. “We try to replicate those same exact styles so we can make sure that that option is available for everyone, and not in a cheap way either… We make sure that we are still using the best of the best hair, but give it to you on a budget so that you’re not feeling like you have to break the bank just to feel confident.”
Wig Sanitation Process
To build customer trust, WellCapped has prioritized an extensive nine-step sanitation process.
After customers return the hair using a prepaid label to WellCapped, local contractors are tasked with washing, sanitizing, and restyling the hair, according to information shared with AFROTECH™.
“I started talking to a hairstylist and asking her about what that would look like, what chemicals are being used, what’s out there for colored hair, and what can kill bacteria,” Frazier said. “From those conversations and conversations with people in the health field, we were able to put together a nine-step process that makes sure once the wigs are returned to us, they’re actually cleansed and sanitized better than the hair that you receive from vendors overseas since hair is still an unregulated industry.”
Frazier said WellCapped is currently experiencing its highest traction in cities like Houston, TX; Los Angeles, CA; Baltimore, NY; and Atlanta, GA. Since its inception, WellCapped has received $600,000 in funding, and it is looking to seek additional funding in the fall, per information shared with AFROTECH™.
What’s Next
Looking ahead, WellCapped plans to onboard more hairstylists to help sanitize and style wigs.
“If you have a salon or even a booth, you can earn extra income in between clients by doing the sanitization and styling for us,” explained Mitchell. “You work on your own time. You could take as many as or as little as you want, but we’re targeting those cities mentioned.”
