Meet Our Founder
The visionary behind our commitment to quality, ethics, and empowerment.
Alex Chen
Founder & CEO
Alex's journey into the world of premium wigs began not in a boardroom, but from a place of deep personal empathy. After seeing a close family member struggle to find a high-quality, comfortable wig during a medical journey, Alex became determined to create a better option—one that didn't force a compromise between beauty, comfort, and dignity.
With a background in textile artistry and a passion for ethical business, Alex traveled the world to understand the intricacies of the human hair trade. It was on this journey that the "Roots" philosophy was born: a commitment to transparent, ethical sourcing and meticulous craftsmanship from root to tip.
Today, Alex leads Roots with the same passion, ensuring every piece is a work of art that empowers its wearer to feel confident, comfortable, and, most importantly, themselves.
"We're not just creating wigs. We're restoring a piece of identity, and that must be done with the utmost respect for everyone involved."
- Alex Chen
Discover the Difference
Explore our collections and experience the quality that comes from a business built on passion and integrity.
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