From losing it to wearing it.
She Is Wearing It did not begin with a product. It began with losing my hair, trying to find myself again and eventually finding the courage to speak honestly about all of it.
Meet the founder
My Story
I've lived with alopecia for more than 20 years. It began as alopecia areata and progressed to alopecia universalis. Today I have no hair on my scalp or body. Acceptance didn't arrive all at once, and finding peace has never meant I stopped wanting beautiful hair.
Wigs became part of my everyday life. I learned how much the right hairline, cap and fit can change, and how frightening it feels when every choice sounds technical and every mistake is expensive. So I built the business I needed at the beginning: calm, trustworthy and run by someone who knows what it means to put a wig on and live your life in it.
Meet the founder
From She Is Losing It to She Is Wearing It
I created @she_is_losing_it because I needed somewhere to be honest about what hair loss really feels like: the panic, the loss of identity, the science, the styling, the mistakes and the moments we finally start to recognise ourselves again.
As the community grew, one question kept coming back: where do I buy a wig? Women wanted to know where to begin, who to trust, how to avoid expensive mistakes and whether anyone would take the time to understand.
That question changed everything. She Is Losing It will always be where we have honest conversations. She Is Wearing It is where those conversations turn into confidence, with the same lived experience now shaped into thoughtful choices, beautiful real hair and support that feels personal.
What we stand for
Honesty
We'll always tell you the truth about fit, lace, care, natural variation and what a cap can and can't do. No wig is perfect and no lace lasts forever, and you deserve to know that before you buy.
Simplicity
Wig terminology can feel like a language of its own. We translate the technical details into clear decisions that make sense in real life, so you never have to become an expert before you can begin.
Choice
There's no approved way to experience hair loss. Wearing a wig is a choice. Going without one is a choice. Changing your look simply because you want to is a choice too.
"I know what it is to open a wig box with your heart in your mouth, hoping this will be the one. I can't promise every wig will be right for everyone. I can promise honesty, care and the guidance I'd want myself."
Natalie – Founder
Whenever you're ready
Every woman deserves the confidence of beautiful hair, whether she's lost hers, wants something different or simply wants to experiment. That's why we offer one thoughtfully curated collection, so you can spend less time searching and more time feeling like yourself.
Whenever you're ready, I'm here to help you find hair that feels like you.
From one wig wearer to another,
Love Natalie x
