While studying at university in Benin City, Esther Osagie noticed something that kept repeating itself around her.

Students were constantly discussing hairstyles.

New wigs.

Hair installations.

Human hair vendors.

Beauty trends.

The conversations seemed endless.

At first, she paid little attention.

Later, she began noticing something more important.

Many buyers complained about receiving products that looked completely different from the photos they saw online.

Others complained about poor communication from sellers.

Some never received their orders at all.

Those frustrations revealed a gap in the market.

Several years later, Esther has built a hair business that has generated more than ₦18 million in sales, serving customers from different parts of Nigeria.