How Parfait aims to use AI to disrupt the $13 billion wig market

When Isoken Igbinedion was 10 years old, she had a "very dangerous encounter" with chemical relaxers that caused her natural hair to fall out. She spent the next 20 years using extensions to give her hair a chance to regrow. And in that time, she realized how much friction there was in the hair products and services market. "In those 20 years, we've seen very little innovation used to improve the hair buying and installation process for customers or the manufacturing process," says Igbinedion, 30. And so the vision for Parfait came into focus, a direct-to-consumer platform leveraging AI to better customize wigs from head size to the tint of the lace front.