ABOUT US

Not every wig is built to work.

Lace doesn’t match. Foundations don’t fit. Hair can’t hold a shape, let alone a colour.

But deadlines don’t wait—and stylists are expected to make it work anyway.

We built The Identity House so you wouldn’t have to.

We create blank canvas wigs—professionally constructed, ethically sourced, and built to perform. Whether you're prepping a red carpet look, fitting a client in a salon chair, or answering a 3am request from a hotel suite, our pieces are made to move, fit, and photograph like they belong.

Founded by Ash Grist and Eva Barrett—two working stylists with decades of experience across fashion, theatre, drag, and film—we’ve seen what happens when the hair lets the work down. So we made something that doesn’t.

We’re partnering with salons and hotels to make high-quality wigs more accessible where they’re needed.

And for stylists: rental and purchase options are coming soon.

This isn’t about trends or gimmicks.

It’s about giving professionals the tools they actually need.