NOTES FROM GRACE CHUNG ~ DIRECTOR OF MARKETING & PRODUCT DEVELOPMENT
CORE VALUES, PRODUCT DESIGN, AND COMMUNITY ENGAGEMENT:
"Estetica’s core values center around creativity, authenticity, and connection. These values guide everything we do, from product design to community engagement.
In terms of design, creativity and authenticity drive us to innovate while staying true to our roots. We take our customers’ suggestions and feedback very seriously, using them to both improve existing products and inspire the development of new ones. For example, the creation of the color Sunlit Blonde was a direct response to customers requesting a blonde with lighter roots. Similarly, we expanded R51LF60, a gray shade without a root, in response to customers specifically asking for a wearable, everyday gray rather than a fashion gray. At the same time, many of our collections and innovations, like the Coffee Collection and ever popular style, Jones, were born from our internal creative vision. Bringing the majority of style and color development in-house allows us to respond thoughtfully to customer needs while also pushing the boundaries of design in ways that are uniquely Estetica."
SHAPING ESTETICA'S IDENTITY AND DIRECTION:
"For many years, Estetica was known as a very conservative brand, particularly in terms of style and color. About a decade ago, we made a deliberate effort to shift the majority of style and color development in-house, rather than relying primarily on the factories. Early milestones in this initiative, such as Silversun RT8 and the Smokehouse Collection, played a key role in reshaping our brand image and setting a new creative direction.
The second major shift was our entry into social media, which allowed us to connect with the wig community in ways we never had before.This engagement profoundly shaped our identity and direction. We’ve had the privilege of getting to know the wig-wearing community on a personal level, beyond just wigs. It has been a daily joy to laugh at their humorous posts, discover that many are talented writers (and even purchase their books to read!), and witness the encouragement and support they share with one another throughout their wig journeys. Their passion and creativity continue to inspire and motivate us to keep improving, to keep doing better for them."
COLLAB WITH KEEP A BREAST: ORIGIN STORY
"We had been looking for ways to get involved with breast cancer organizations because we wanted to support a cause that directly impacts our customers and give back in a meaningful way. There are so many amazing foundations out there, but during our outreach, Shaney Jo, the founder of Keep A Breast (KAB), reached out to us. Learning more about KAB, we were so moved by their mission and their work. Their core values, authenticity, connection, and creativity, aligned perfectly with ours.
Since partnering with KAB in 2019, it has been incredibly inspiring to watch them in action. We admire the way they tackle important issues, identify problems that need attention, and work tirelessly to address them. Beyond their work, we feel a true connection to KAB. They see us not just as a partner, but as family. Together, we are united in the mission to reduce breast cancer risk, and that sense of shared purpose makes this collaboration profoundly meaningful for our entire team."
"At Estetica, we’re committed to ensuring our support for breast cancer awareness goes far beyond performative branding. For us, it’s about taking meaningful actions that truly make a difference. That starts with our partnership with Keep A Breast (KAB), an organization whose mission and values feel completely aligned with ours.
We don’t just talk about the cause, we integrate it into what we do every day. We design and share posts, emails, and stories that educate our community, highlight KAB’s programs, and encourage proactive health practices. We make it a priority to promote programs close to our hearts, like the Give Back Grant to reach as many people as possible. We’ve gone a step further by adding hangtags to all our wigs that remind customers to check themselves, complete with a QR code linking directly to the KAB app. This ensures the message is not only seen but actionable."
For additional info, visit esteticadesigns.com AND keepabreast.org
