Toupee Queen

Toupee Queen is based at 5699 La Jolla Blvd in La Jolla. The business focuses on toupees for men, with appointments for clients who already wear one and a separate booking path for people visiting for the first time.

Existing clients can book a re-application, which the business describes as about an hour and priced at $175. Toupees generally need replacing every two to three months because the base wears down and hair falls out with use, and re-application is recommended about every four weeks, with some clients needing it every two or three weeks. Clients can have their own toupee reapplied by themselves, by a stylist near them, or by someone they know, with guidance from the business.

New toupees are cut in during visits that can cover one to six pieces. Clients who travel can batch several toupees into one visit to reduce shipping costs and trips. Out-of-state clients who choose the multi-toupee option receive a 20% discount on toupees, according to the business. Toupees are built with a very thin base and a lighter amount of hair for a natural look, and typically last two to three months.

New clients book a filmed initial cut-in, which costs $1,200 and takes about two hours. The appointment requires agreeing to be filmed for social media content.

The business also trains other hair professionals. An online toupee course covers application, custom ordering, client consultation, pricing and maintenance, and adhesives, and students who finish it earn a Toupee Queen Certification. In-person one-on-one classes in San Diego require the online course first and are for licensed or experienced hair professionals who are responsible for following local and state licensing laws.

The business aims to make toupees more accepted and accessible, and to normalize cosmetic hair for men.