The global wig consumer market is undergoing a major gender structure transformation. The proportion of male consumers has jumped from 14.3% in 2020 to 23.6% in 2024, and it is expected to become the industry's fastest-growing niche with a CAGR of 14.83%. Middle-aged men aged 30-45 are the core consumer group, among whom practitioners in industries such as internet and finance have particularly strong purchasing power for invisible hair enhancement products due to image needs. JD Health data shows that orders for related products have increased by 22.7% year-on-year.

Male consumers have distinct needs: they prefer invisible products such as modular hair pieces and lightweight breathable hair blocks, with extremely high requirements for naturalness and durability, and are willing to pay a premium of 1,000-3,000 yuan for high-quality products. In response to this trend, leading enterprises have laid out men's exclusive product lines. Blended materials, which balance natural texture and cost-effectiveness, have achieved a penetration rate of over 40% in the male market.