Aishat Lamidi: From work coach to e-commerce disruptor in hair extensions

Buying premium hair extensions online without compromise is a desire many women share, but few find.

For Nigerian-born UK entrepreneur, Aishat Lamidi, this gap provides an opportunity to create a business that provides solutions.

Her venture, HairVerse Limited, simplifies the online hair-buying experience with uncompromising quality. The business delivers 100 percent ethically sourced hair products that are beautiful to wear and empowering for women.

“HairVerse was born from a combination of personal experience and noticeable gaps in the market,” she says. “As a consumer, I observed that many customers face inconsistent quality, unclear product descriptions, and overpriced hair with little transparency,” she explains.

“I wanted to create a marketplace that makes buying hair straightforward while placing authenticity at the centre,” she notes.

“At HairVerse, our mission goes beyond selling hair. We are committed to empowering women to embrace their confidence, celebrate their identity, and feel their best every day,” Lamidi says.

According to her, discipline, planning, and a structured system are helping her effectively combine entrepreneurship with working as an employee at the UK Department for Work and Pensions (DWP).

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“This dual focus has strengthened my time management, communication, and organisational skills while sharpening my entrepreneurial mindset,” she says.

“I treat HairVerse as a professional commitment, operating with accountability and performance standards at every level,” she adds.

Since commencing operations in 2025, the business has grown steadily in its customer base and service offerings. A feat, the coach-turned-entrepreneur attributes to the business’s ability to provide premium hair extensions.

On ensuring product quality and authenticity, Lamidi says HairVerse marketplace does not rely on mass marketplace sourcing, where quality can be unpredictable, but rather on a standard quality and vetting check process.

“Every item listed on HairVerse undergoes a thorough evaluation before it is approved for sale.”

“Our supplier vetting process includes background research, business verification, sample testing, and assessment of communication and transparency.”

On what has stood the business out from others, she explains that her firm stands out through curated, operational discipline, strong brand positioning, and commitment to authenticity and quality.

She notes that the business plans, in the long run, to establish HairVerse as a recognised and trusted online hair marketplace in the UK and beyond.

In the short run, the business plans to expand its strategy, which includes broadening its product range, forming strategic supplier partnerships, exploring private-label opportunities, and scaling marketing through data-driven campaigns.

She states that having to compete in a highly saturated market, establish a distinct brand identity, and manage customer acquisition costs were the major challenges that confronted the business.

She says the business is addressing these issues by refining its positioning, enhancing storytelling and content, and analysing competitors strategically.

“Rather than competing on price alone, we focus on quality, trust, and an exceptional customer experience.”

In evaluating the UK’s ecommerce landscape, she says the market is mature, competitive, and highly digital. According to her, platforms such as Shopify, Amazon, TikTok, and Instagram have transformed how consumers discover and purchase products.

“Customers now expect fast delivery, clear reviews, strong branding, and seamless checkout experiences,” she notes.

She states that the UK’s hair extension market is competitive but with consistent demand, particularly within black and multicultural communities, adding that this presents both opportunities and challenges.

“Brands that prioritise transparency, authenticity, and consistent quality can achieve sustainable growth,” she assures.

On her advice to other entrepreneurs, she says, “Start before you feel fully ready, separate emotions from business decisions, focus on systems, not hype, and build resilience because growth takes time.”

“Most importantly, treat your business like a professional commitment from day one,” she advises.