From sleek synthetic wigs to premium human hair imports, Rwanda’s hair extension market is booming—fuelled by shifting beauty standards, rising demand, and a new wave of entrepreneurs redefining what it means to invest in appearance. Hair has become more than a personal style statement—it’s a fast-growing industry. Most of the extensions and wigs on the Rwandan market are imported from China, India, and Nigeria, according to business owners. While synthetic wigs—man-made fibers designed to mimic human hair—remain popular for their affordability, there is a growing appetite for high-quality human hair extensions due to their natural look, durability, and versatility. Prices range from Rwf 50,000 for a basic weave to Rwf 600,000 for high-end wigs. Installation fees can start at Rwf 25,000, with additional costs for hot combs, oils, and maintenance products. For many women, this investment has become less of a trend and more of a lifestyle. ALSO READ: How natural hair movement is taking shape in Kigali At the core of this shift is a vibrant entrepreneurial spirit, as salon owners and hair vendors adapt to meet the growing demand for quality and variety. Theoneste Ngabo, founder of Ngabo Fashion Hair, says changing consumer behaviour and social media trends are shaping the sector. “I started out just offering installation services for clients who bought hair elsewhere. But I realised I was missing a big opportunity. Clients often asked where to buy hair, so I began stocking it myself,” Ngabo explained. “Wigs that once cost Rwf 250,000 and were seen as a luxury are now a common purchase. The market now caters to all incomes—with extensions, weaves, and wigs available for every budget and taste.” Ngabo also points to the influence of beauty influencers in setting trends. “They play a huge role. By showcasing styles, reviewing products, and promoting services, influencers have made wigs and weaves not just trendy, but essential for anyone looking to keep up with modern beauty standards,” he said. Consumer behaviour has also shifted. “When women fall in love with a style, price becomes a secondary concern,” Ngabo added. A key driver of growth has been the change in how vendors source products. “Many of us now import directly from manufacturers instead of using middlemen. This allows us to offer more variety and stay current with trends. However, profit margins remain slim due to high taxes and travel costs,” he said. “The real money comes from services like styling and aftercare.” Evodia Kayiranga, an importer of wigs and hair products from China, agrees that variety is fuelling demand. “Maintaining natural hair can be expensive and time-consuming. Many women find braiding stressful and prefer the convenience of wigs and weaves. Even those with healthy hair often choose wigs as a more manageable and cost-effective alternative.” She noted the improvement in product quality over time. “Ten years ago, most imports came from DR Congo or Uganda and were mostly synthetic. Now, we’re sourcing premium options like Brazilian and natural hair wigs because customers demand better quality.” Kayiranga added that without offering high-end options, sellers risk losing business—especially since synthetic wigs have become widely accessible. For many women, wigs and extensions offer more than just convenience. They represent identity, versatility, and empowerment. Mireille Uwase, a model in Kigali, says she chooses wigs because of the freedom they give her to switch styles. “Wigs are an expression of my personality and confidence. My natural hair can’t do everything I want, but wigs allow me to reinvent my look to match any mood or occasion,” she said. “Whether I’m getting ready for a photo shoot, a runway event, or just going out, wigs make me feel glamorous and in control. I choose them because I want to present myself exactly how I envision.” Valerie Umuhire, a University student began wearing wigs for practical reasons but has since become a fan. “They save me so much time and still let me look fabulous. I love trying out colours and textures I’d never try with my natural hair,” she said. “With my busy schedule, I don’t have time to style my hair daily. Synthetic wigs give me a break and are affordable. Plus, I can still care for my natural hair underneath.” “Given the trends going viral on social media, I don’t think there’s a better time to wear wigs.” As beauty trends evolve and more Rwandan women invest in self-expression through hair, the extension market shows no signs of slowing down—offering both opportunity and empowerment in every strand.
