Key Takeaways:
The hair extension category is ripe for reinvention, driven by widespread consumer demand due to the rising prevalence of conditions like alopecia that can lead to hair shedding and loss. From 2023 to 2024, the global hair extension market grew from $2.58 billion to $2.72 billion, and according to Fortune Business Insights, is projected to reach $4.77 billion by 2032—in line with rising consumer demand. As the hair extension category evolves from specialty to mainstream, brands are evolving with it—transforming hair extensions from a niche product to an everyday must-have.
At the forefront of this movement is Luxy Hair. Founded in 2010 in Salt Lake City, Utah, the brand has long advocated for a more accessible, natural, and seamless approach to hair enhancement. “Our goal is to bring in new audiences—people who may not have thought this category was for them in the past,” explained Gillian Fetters, Luxy Hair’s Executive Senior Marketing Director. “Rebranding that experience is a major focus for us.”
Luxy Hair’s Amazon Prime Day Performance
This year, Luxy Hair brought that strategy to Amazon Prime Day for the first time. “One of the main reasons we partnered with Amazon as a retailer is to create accessibility—making it known that anyone can do their own hair extensions at home and have their dream hair,” said Fetters.
Over the four-day promotional period, the brand saw a 160% lift in sales compared to its average, generating more than $20,000 in revenue by 5:00 p.m. on the first day alone. Orders increased by 77% and ad impressions rose by 233%. The brand’s Prime Day conversion rate jumped to 3%, up from their usual 2.3%. The surge wasn’t limited to the event itself. Even weeks after Prime Day concluded, Luxy Hair’s daily sales remained 30% higher.
Luxy Hair officially launched on Amazon in October 2024, making this the brand’s first Prime Day experience. The performance not only reflected the brand’s strategic Prime Day execution but also indicated growth in the hair extension category.
This year’s Amazon Prime Day stood out for another reason: it spanned four days instead of the typical two from previous years. This extended format gave brands a longer period to drive conversions—and for companies that are still relatively new to the platform, like Luxy Hair, it opened up valuable space to experiment with and understand how shoppers engage. According to Fetters, this shift had a notable impact on consumer behavior.
She noted that in previous years the first day of Prime Day is the biggest. “This year, day one was still strong, but the revenue was pretty evenly split across all four days,” Fetters told BeautyMatter. “What we saw was people filling up their carts early, then converting days later. That extra time definitely changed the way people shopped.”
This was Luxy Hair’s first promotional effort on Amazon, and the brand deployed a 360-degree strategy that included paid media ads, influencer engagement, organic social, and PR. The brand also tested new tactics like Amazon Prime Video’s CTV streaming and leaned on their most engaged channels, notably Instagram, to build anticipation prior to the promotional period.
That early investment proved key. “We started ramping up brand awareness six weeks before we thought Prime Day was going to run,” Fetters explained. “Because we’re relatively new to the platform, we needed to get as many people in the funnel as possible before running lower-funnel conversion ads. Those brand-awareness ads really did a lot of heavy lifting prior to the promotion starting.”
This marked the brand’s first trial with CTV and streaming—an emerging space where beauty brands are experimenting with storytelling and more immersive promotions.
Historically, the hair extension category has been marketed to a narrow segment of consumers, often tied to glamorized beauty ideals or event-specific looks. Luxy Hair is actively working to change that. By positioning extensions as a versatile, approachable solution—whether for thinning hair, adding dimension and color, or building natural-looking volume—the brand aims to reframe who hair extensions are for and how they fit into a daily routine.
The brand is also adapting to the Amazon platform’s unique ecosystem. According to Luxy Hair, one key takeaway from Prime Day is the importance of reviews.
“Amazon reviews are everything,” Fetters said. “The more you have—especially above a four-star threshold—the better you perform within the platform’s algorithms. We realized we need to focus on review volume months—maybe six months ahead of any big promotion running.”
How Luxy Hair Merges the DTC Experience with Amazon Convenience
Even as the brand reflects on what worked, the team is already looking ahead. Prime Day may be over, but Luxy Hair is already building on the momentum. Just this week, the brand launched “Buy with Prime” on its DTC site.
While many customers still begin their shopping journey on Luxy Hair’s DTC site—chatting with customer service, getting color matched, and exploring products—Fetters noted that a large portion ultimately complete their purchase on Amazon.
To bridge that gap and reduce third-party platform fees, the brand recently integrated “Buy with Prime” into its DTC site. The feature adds a checkout button that allows shoppers to complete their purchase using their Amazon account—directly from Luxy’s website. It combines the convenience of Amazon’s fulfillment process with the brand experience of a DTC channel.
“We’ve been marketing the integration just this week, but it’s already proven successful,” said Fetters. “We’re seeing incremental revenue growth, and we’ve only started testing it on one collection so far.”
As Luxy Hair continues to optimize all of its sales channels, the goal remains the same: Create a seamless shopping experience and meet customers wherever they are. With beauty consumers seeking flexibility, transparency, and ease, the brand’s integrational strategy hints at where the category—and consumer expectations—are heading next.
“We want customers to shop however they want to shop—and we’ll show up where they are,” said Fetters.
