By Imogen Fox – Founder of Foxy Locks
When I started Foxy Locks in 2009, I was just a girl in a small town in the UK with a big dream and a deep love for hair. I couldn’t find clip in hair extensions that gave me the confidence I craved - ones that looked natural, felt luxurious, and actually stayed in place. So I decided to create them myself.
Armed with nothing but passion, determination, and a belief in what I was doing, I launched Foxy Locks from my bedroom. I designed the logo. I built the website. I answered every email. I packed every single order by hand. And every single pound I earned went straight back into the business - buying more stock, improving the quality, and growing slowly, organically, and intentionally.
When I say there were long days and nights, I mean it. I researched for hours, days, months. I tested all the products (and still do) and I had them made specifically with my specifications.
From the very beginning, there was a waitlist. Women wanted hair that made them feel like themselves again - not over processed, poor quality extensions from faceless brands. They wanted something better. Something real. And that’s exactly what I set out to give them.
Why Foxy Locks Exists
Foxy Locks was born from my own insecurities, my own need for confidence.
My natural hair was fine and lacked lustre.
Foxy Locks became something so much bigger. I saw how powerful hair could be for women - how it changed the way we walk, the way we carry ourselves, how we show up in the world.
Hair extensions used to be a bit of a secret... something women wore or wanted to wear but rarely admitted to. They were seen as taboo, something to hide. But I wanted to change that.
Through my little YouTube channel, I began showing women that wearing hair extensions was nothing to be ashamed of. Just like makeup, they’re a way to enhance your natural beauty and boost your confidence — not hide it.
My tutorials reached millions of girls all over the world - from how to clip in extensions seamlessly, to mastering a fishtail braid, or even the classic “what’s in my handbag” videos. I helped make hair extensions feel normal, fun, and empowering. And slowly, they went mainstream.
At its peak, my channel grew to over 500,000 subscribers and more than 70 million views. It was a full-time job (filming, editing, uploading) and back then, uploading could take seven hours overnight thanks to painfully slow WiFi (how times have changed!).
YouTube became the platform that helped me connect, teach, and inspire - and it played a huge part in turning Foxy Locks into what it is today. Back when social media wasn't oversatured. It was a wonderful place 10-15 years ago.
I still post on YouTube when I can, but these days you’ll find me more active over on Instagram (@imogenfox). I love connecting with my amazing community - whether you're a customer or just thinking about trying Foxy Locks, come say hi!
And don’t forget to follow @foxylocks while you’re there, your support truly means the world.
I poured my heart into my business and every set of extensions. And I still do.
Why Women Choose Foxy Locks
Today, there are hundreds of hair extension brands. But when I started, there were only a few. And now most of them are focused on one thing: profit. Cheaper hair. Lower quality and paying share holders.
Foxy Locks has never been that.
We’ve never chased trends. We don’t cut corners. We’re not owned by shareholders - we’re driven by soul. We’re a small team with good hearts, high standards, and big dreams.
Here’s why women keep coming back:
Luxury Remy Human Hair – silky, thick from root to tip, and long-lasting
Strong, Secure Clips – our unique design keeps them in place all day without pulling
Seamless Blending – easy to style, easy to wear, undetectable even in fine hair
Hand-Packed With Love – we don’t outsource care. We are the care.
Every single decision is made with our customers in mind - because I know how it feels to wear extensions that let you down. And I never want you to feel that way again.
From Small-Town Girl to Self-Made Entrepreneur
Today, Foxy Locks is worn by over 350,000 women worldwide... and that still blows me away.
From packing orders on my bedroom floor at 2am to running a globally loved brand, I’ve built this with no investors, no shortcuts - just years of hard work, resilience, and belief. And it hasn’t always been easy.
Being a young woman in business is terrifying. You get underestimated (especially by men). You get overlooked. And sometimes, the people you think you can trust turn out to be the ones who take advantage. I’ve experienced betrayal, manipulation...even from within my own family. I’ve had to fight to protect what I’ve built, to stand tall in rooms where I wasn’t expected to. My ideas have been stolen by so many competiors (even my own story), but I didn't let that wear me down...even when I have felt like giving up.
But through it all, I’ve stayed grounded and humble. And I’ve grown. And I’ve built something I am so proud of.
One of the most defining moments in my life came in my twenties, seven years ago, when I lost my mother. She wasn’t just my mother, she was my biggest fan. She worked with me almost from the very beginning, helping me pack orders, cheering me on through the highs and the lows, and believing in Foxy Locks just as much as I did. I built something amazing with her by side, and I will always be thankful for that.
Losing her completely shattered me...it felt like everything had been ripped away. I would have sold everything I could to cure her cancer, but it was found too late and she died within 6 months of her diagnosis.
But even in that darkness, I knew I had to keep going - because Foxy Locks wasn’t just a brand. It was our legacy. My purpose. A way to make her proud every single day.
Foxy Locks is a reflection of everything I’ve fought for, everything I’ve overcome, and everything I believe in.
More Than Hair — It’s a Story
When you choose Foxy Locks, you’re not just buying clip-in hair extensions.
You’re buying confidence.
You’re buying years of expertise, trial, error, care, and love.
You’re supporting a dream that started from nothing and turned into something beautiful.
You're not just wearing extensions.
You're wearing a story. You're wearing heart. You're wearing something real.
With love always,
Imogen x
Founder, Foxy Locks