Fortune Favors

CARVING OUT A BOLD & INCLUSIVE SPACE IN HAIR CARE

In a hair care industry full of bottle-blonde bombshells, Fortune Favors wanted to prove that premium hair extensions should be convenient, manageable, and made for everybody—regardless of gender or hair type.

After a thorough competitor audit, our team uncovered that Fortune Favors had a unique opportunity to lean into an inclusivity gap in the marketplace. We combined a suite of intentional design elements with a powerful verbal voice and a thorough social reveal plan to ensure that Fortune Favors launched big and solidified itself as a force to be reckoned with. What resulted was a strong and fierce-as-hell brand positioned to prove that hair extensions are more than a beauty accessory—they’re a bold statement of self.