Reinventing the Wig in DUMBO: A Q&A with The Renatural

For those discovering The Renatural for the first time, what’s the story behind the brand?

I started wearing wigs after developing scalp psoriasis and discovering what an incredible beauty product they could be. But I could never understand why something so intimate still felt uncomfortable, detectable and disconnected from the person wearing it. That curiosity eventually led me to spend six months working inside a wig factory in South Korea. I learned that despite the industry’s size and cultural significance, premium wigs are still largely made by hand, limiting consistency, customization and scale.

The Renatural was born from the belief that people who wear wigs deserve better. We began with Wig Fix®, our patented silicone wig-grip band, which has helped more than 100,000 people wear their wigs more securely and comfortably without clips, combs or adhesives.

Now, we’re reengineering the wig itself by combining proprietary robotics with a lace-free, scalp-mimicking base to create hair that looks and feels much more like your own.

We’re building a beauty technology company dedicated to improving the entire experience of wearing wigs, from elevated accessories to how the hair itself is manufactured.

Your company has grown from a startup to an industry leader. What’s been the biggest lesson along the way?

The biggest lesson has been that meaningful innovation rarely arrives in one dramatic breakthrough. It comes from staying with a problem long enough to understand every small thing that needs to be reinvented. We’ve had to rethink the wig from the base material and hairline to the method of inserting each strand and the machinery used to manufacture it.

Building something that has never existed requires patience, conviction and a willingness to keep refining the details long after most people would have accepted “good enough.”

What’s something people are always surprised to learn about wigs?

People are always surprised by the industry's scale and how little the fundamental manufacturing process has changed. Premium wigs are still largely created by inserting strands of hair into lace by hand, one section at a time. A single piece can take weeks or even months to produce.

Wigs are worn globally for beauty, fashion, religion and hair loss, yet an industry serving such a diverse and significant customer base has experienced remarkably little manufacturing innovation. That disconnect is what makes the opportunity so exciting to us.

As The Renatural has grown, what has made DUMBO the right place to grow with it?

The Renatural sits at the intersection of beauty, technology, design and manufacturing, and DUMBO reflects that same combination of disciplines. We’re surrounded by creative companies, founders, engineers and artists, while also having the physical space required to build real products.

There’s something especially energizing about developing the future of an established industry in a Brooklyn neighborhood with such a strong history of making things.

Where does The Renatural team go in DUMBO when you need to get out of the office?

Usually toward the waterfront. Brooklyn Bridge Park is the perfect reset when we’ve spent hours focused on a tiny engineering or product detail. A short walk by the water helps us clear our minds, step back from the immediate problem and return with a fresh perspective.

What’s next for The Renatural? Any launches, innovations or milestones you’re excited about?

We’re preparing to introduce our next generation of lace-free, scalp-mimicking wigs while continuing to scale the proprietary robotic manufacturing platform behind them.

The most exciting part is seeing years of research and development become a real product that people can wear. We’re moving from proving that this technology is possible to demonstrating what it can unlock: more realistic wigs, greater customization and an entirely new way of manufacturing premium hair.

But our vision extends beyond the wig itself. Just as Wig Fix® reimagined how a wig stays securely and comfortably in place, we want to reinvent every product surrounding the experience of wearing one. Our ambition is to establish a new standard for how wigs are made, worn and experienced.