Toupée and wig manufacture is no longer centered in the U.S., but in Asia.Aderans, a firm owned by Steel Partners (a fund run by Warren Lichtenstein) based in Japan, is one of the world’s largest wigmakers, with 35% share of the Japanese domestic market.
From 2002-2004, new orders from Aderans’s male customers (both domestic and international) slipped by 30%. Researchers at both the Daiwa Institute and Nomura Research - two key Japanese economic research institutes - conclude that there is “no sign of a recovery” for the toupée industry. Sales for male wearers have continued to fall at Aderans in every year since .
From 2002-2004, new orders from Aderans’s male customers (both domestic and international) slipped by 30%. Researchers at both the Daiwa Institute and Nomura Research - two key Japanese economic research institutes - conclude that there is “no sign of a recovery” for the toupée industry. Sales for male wearers have continued to fall at Aderans in every year since .
These numbers confirm the media consensus .hypothesis that toupée use is an overall decline. No reliable sources have stated numbers for the estimated population of toupée users in the U.S. or internationally, so comparisons to past eras are difficult to make with any accuracy. Regardless, hairpiece manufacturers and retailers continue to market their goods in print, on television, and on the internet.
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