Launching a new business can be a hair-raising experience, but not when you’ve been in the business of hair for as long as Derek Wong has. Hair Heroes is a family business that has identified a need in the marketplace for alternative hairdressing solutions, specifically hair extensions and products that add to your hair’s volume and length. Derek says the business identifies and sources quality hair extensions and related hair products internationally, before creating a demand and providing training to educate retailers in the local market. As its next step, the company has now launched an e-commerce website - www.hairheroes.co.za - to add a new sales channel to the business. According to Derek, clients are generally professional hairdressing salons and hairdressers, with Hair Heroes distributing to over 400 salons countrywide. However, the new website is designed to deliver products directly to the end consumer. The difference between this business and its competitors, says Derek, is that Hair Heroes is not just another importer and distributor. Instead, its people have hairdressing in their genes. The art, he explains is in knowing what a good quality hair extension and hair accessory looks like. It is about what will work, what will last, what will look fantastic and what will be easy to put in by yourself at home. Derek believes that the market for hair extensions is a multimillion Rand industry in SA and that the space, in particular, is wide open. For this reason, his goal is to make Hair Heroes the go-to website for information, reviews, products and comparisons. At the same time, he aims to keep on introducing new products that work and to be recognised for amazing customer service and value-for-money products.