Express your every self

A joyful, inspiring place for women to buy quality, ethically sourced hairpieces, beauty products and accessories to support and empower a hair-free life. With confidence comes radiance - it’s our mission to help you find both.

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Shop now


Shop now


Shop now

Amber's wigs make you look and feel fabulous. The lace is soft and resistant, and the cap is comfortable and easy to wear. I just love them!

Swirl, lost her hair due to trichotillomania

These wigs are incredible quality human hair. Wearing them makes me feel confident and beautiful!

Lydia, lost her hair from alopecia

I can't stop flipping my hair from side to side... I feel like a completely different woman! The thin lace almost melts into the skin and the hairline looks so realistic.

April, wears wigs for fun

Gorgeous, soft and natural hair in an amazing choice of colours. Plus, I know it's a brand I can trust with ethical and transparent values.

Alice, lost her hair from chemotherapy

The most confident I have EVER felt. The ironic thing is, I probably feel more 'me' wearing the wig than without!

Caitlyn, wears wigs due to thinning hair

Having tried many different brands, I can say without a doubt that AJ wigs are the highest quality. I couldn't recommend them more.

Rex, wears wigs for fun!

1-2-1 consultations

We offer a free, personalised consultation. Call us for a chat with absolutely no pressure to buy.

  • The times logo

    Amber Jean was 15 when her hair started to fall out — but the support on offer was woefully lacking. So, she has now launched a line of wigs that are both stylish and great to wear

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  • Bazaar logo

    I spent days on end during the lockdown in 2020 researching and thinking about how I could really make a difference to the lives of women who were going through hair loss – and this was the result.

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  • Daily Mail logo

    Wigs became my armour, but the whole process of buying one was an absolute nightmare so I decided to take matters into my own hands...

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  • Vogue logo

    專訪模特兒兼演員 Amber Jean Rowan 細談 Self-Love 之旅:「與脫髮症共存,每向前的一小步,都很重要。」

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  • Wolf & Badger logo

    Hair Free: Building a community with Amber Jean Rowan

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  • Independent logo

    ‘If you lose your hair, it’s sh*t and there are hard times, but it shouldn’t stop you from being you and doing what you want to’

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  • Allure logo

    Why Model Amber Jean Rowan Created the Alopecia Community She Never Had

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  • Harrods logo

    Amber Jean Rowan

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  • When Life Threw A Curveball, A Red Wig Helped Me Feel Like Myself Again

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Our suppliers’ ethical work practices are part of the reason we choose to work with them. We know the provenance of our hair, where our wigs are made and who makes them. We’re raising the bar in our industry.


None of us walks through life alone. We value our community, supporting one another and working through tough times together. We value diversity because difference powers creativity, and enriches life.


Hair loss can be a traumatic experience. We are here to offer support and advice in a safe space where people truly understand what you’re going through. We promise to make the complicated straight-forward, and the process enjoyable.

Our Founder

Introducing Amber

Amber Jean Rowan is a successful model and actress who has been on her own hair loss journey since the age of 15. Amber’s personal experience with alopecia motivated her to create the products and support she sought out, but was unable to find.

Read Amber's story