The Foxy Locks Story: From Bedroom Dream to Global Brand
Back in 2009, I started Foxy Locks from my bedroom with just one thing: a dream to create the kind of clip-in hair extensions I wished existed. At the time, there weren’t many options that looked natural, felt beautiful, or actually gave you that confidence boost we all deserve, so I decided to make my own.
I didn’t have a team, or funding, or a business plan. I just believed in what I was doing. Every single penny I made went straight back into buying more hair – growing slowly, step by step. There was always a waitlist, and sometimes there still is, because even now we’d rather keep things small and special than rush into mass production.
From the start, this wasn’t just about selling hair. It was about giving women what clip-ins gave me: confidence. The feeling of walking into a room and holding your head high. That small but powerful change that can shift everything. I researched for hours, days, months, and tested all products (and still do), ensuring they were made specifically to my specifications.
Why Foxy Locks Exists
Foxy Locks was born from my own insecurities and 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, seen as taboo and 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.
“ This wasn’t just about selling hair. It was about giving women what clip-ins gave me: confidence. ”
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 oversaturated. 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 shareholders. 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.
Foxy Locks stands as a rare exception – a true pioneer in luxury hair extensions, built on quality, integrity, and the passion of a woman who understood what women really wanted: beautiful, natural-looking hair that feels like your own.
Launched over 17 years ago, we were one of the first to introduce 100% Remy human hair extensions in a way that was accessible, glamorous, and genuinely luxurious. While many brands have tried to imitate us since, they’ve missed the mark because they chase profits, not people. At Foxy Locks, the customer has always come first.
Here’s why women keep coming back:
Luxury Remy Human Hair: Silky, thick from root to tip, and long-lasting. Every strand is 100% Remy human hair, carefully selected with the cuticle intact and aligned, meaning the hair stays soft, smooth, and naturally glossy – no tangling, no matting, no compromise.
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. Our Seamless clip in extensions, for example, feature a discreet silicone band that lies flush against your scalp for maximum comfort and the most natural-looking finish.
Hand-Packed With Love: We don’t outsource care. We are the care. Each set is crafted with precision and care; we don’t bulk-produce inferior quality hair to cut costs.
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 2 am 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 competitors (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, grown, and 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 and my best friend. Her support and belief in my abilities fueled my ambition and gave me the confidence to pursue my entrepreneurial dreams.
I was very fortunate to have very supportive parents, and I am truly grateful for the guidance and inspiration I have received from both my parents. Their support, love, and belief in my abilities have shaped me into the resilient and determined entrepreneur I am today. I carry their wisdom and values with me as I navigate the entrepreneurial landscape, striving to make a positive impact and create a lasting legacy.
“ Foxy Locks is a reflection of everything I’ve fought for, everything I’ve overcome, and everything I believe in. ”
My mother 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 my 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.
My Entrepreneurial Journey and Advice
As an entrepreneur and company CEO, my day is a blend of strategic planning, creative brainstorming, and hands-on execution. I check emails, review my to-do list, and prioritise tasks.
Collaborating with my team is an essential part of my day, and together we tackle challenges, share ideas, and work towards our shared vision. Learning is an ongoing adventure; I devote time to expanding my knowledge, staying up-to-date with industry trends, and reading books and articles that challenge my thinking. Self-care is a non-negotiable part of my routine. I prioritise breaks to recharge and refocus, whether it's stepping outside for fresh air, indulging in a healthy meal, or mindful reflection.
Entrepreneurship is an ever-changing landscape, and adaptability is my secret weapon. I embrace unexpected challenges as opportunities for growth and innovation, analysing data, making strategic decisions, and finding creative solutions to overcome obstacles. I faced challenges breaking through gender stereotypes and biases, feeling underestimated or not taken seriously simply because I am a female. However, I refused to let these limitations define me; I demonstrated my expertise, showcased product quality, and built a reputation for excellence.
Balancing personal and professional life was another ongoing challenge, leading to burnout. I realised the importance of setting boundaries, prioritising self-care, and surrounding myself with a strong team. Additionally, I faced fierce competition, which I overcame by focusing on differentiation through high-quality products, exceptional customer service, unique branding, and competitive pricing.
If I could give my younger self a piece of advice, it would be this: Believe in yourself unconditionally. Have faith in your abilities, ideas, and vision. Trust your instincts and don't let self-doubt or fear hold you back. Embrace setbacks as learning opportunities and never stop learning and growing. Surround yourself with a supportive network, prioritise self-care, and enjoy the journey.
Interview with Imogen
Join us as we sit down with Imogen to discuss her trailblazing career journey, her sources of inspiration, and her go-to products.
I find inspiration in the creativity of Sara Blakely, the founder of Spanx. Her entrepreneurial journey, starting with a simple idea and transforming it into a global brand, demonstrates the power of perseverance and innovation. Sara's ability to challenge the status quo and disrupt industries has encouraged me to think outside the box and embrace calculated risks.
The former CEO of PepsiCo, Indra Nooyi, is another source of inspiration. Her exceptional leadership skills and strategic vision have been instrumental in driving the growth and success of one of the world's largest food and beverage companies. Indra's ability to navigate complex business landscapes while maintaining a focus on sustainability and corporate responsibility has taught me the importance of balancing profitability with a broader societal impact.
Let me take you on a personal journey through my typical day; Mornings are my time to set the tone for the day. I wake up with a sense of anticipation, ready to tackle the opportunities and tasks that lie ahead. Before diving into work, I make it a priority to nourish my body and mind. Whether it's sipping on a warm cup of tea, a nutritional smoothie or taking a few moments to clear my mind, I find these rituals invigorate me and bring a sense of calm amidst the hustle.
I then dive headfirst into my work. As an entrepreneur and company CEO, I wear many hats, and my day is a blend of strategic planning, creative brainstorming, and hands on execution. I check emails, review my to-do list, and prioritise tasks. Collaborating with my team is an essential part of my day, and together we tackle challenges, share ideas, and work towards our shared vision.
Learning is an ongoing adventure. I devote time to expanding my knowledge, staying up-to-date with industry trends and reading books and articles that challenge my thinking.
Throughout the day, I make a conscious effort to take care of myself. Self-care is a non-negotiable part of my routine. I prioritise breaks to recharge and refocus. Whether it's stepping outside for a breath of fresh air, indulging in a healthy meal, or losing myself in a few moments of mindful reflection, these small acts of self-care bring me back to the centre and restore my energy.
Entrepreneurship is an ever-changing landscape, and adaptability is my secret weapon. I embrace the unexpected challenges that come my way, seeing them as opportunities for growth and innovation. I analyse data, make strategic decisions, and find creative solutions to overcome obstacles. It's in these moments that I discover new strengths within myself and my team. Collaboration and teamwork fuel my passion. I believe in fostering an environment of open communication, trust, and empowerment. Together, we bring ideas to life, support each other's endeavours, and celebrate the milestones achieved. It's the collective energy and diverse perspectives that drive us forward.
Finally, I carve out time to disconnect from work and nurture my personal life. I value the moments spent with loved ones, my dogs and engaging in activities that bring joy and allow me to recharge. It's in these moments of connection and relaxation that I find that balance is necessary. I also really enjoy alone time.
Being an entrepreneur in the hair extension industry is a fulfilling and ever-evolving journey. It allows me to blend my creativity, business acumen, and passion for making people feel confident and beautiful. Each day brings new challenges and triumphs, but through it all, I am grateful for the opportunity to pursue my dreams and create a lasting impact in the world of hair extensions.
Believe in yourself unconditionally. Have faith in your abilities, ideas, and vision. Trust your instincts and don't let self-doubt or fear hold you back. Embrace setbacks as learning opportunities and never stop learning and growing. Surround yourself with a supportive network, prioritise self-care, and enjoy the journey.
I have faced and conquered numerous challenges on my entrepreneurial journey. Being a female entrepreneur has brought its own set of obstacles, but I have persevered and emerged stronger.
One of the initial challenges I encountered was breaking through gender stereotypes and biases prevalent in the business world. There were instances where I felt underestimated or not taken seriously simply because I am a female. However, I refused to let these limitations define me. I demonstrated my expertise, showcased the quality of my products, and built a reputation for excellence, earning the respect and trust of clients and industry professionals.
Balancing personal and professional life was another ongoing challenge. As a business owner, the boundaries between work and personal life often blur, leading to burnout. I realised the importance of setting boundaries, prioritising self-care, and surrounding myself with a strong team that could share the workload and support me during demanding times.
Additionally, I faced the challenge of fierce competition in the hair extension industry. To overcome this, I focused on differentiation by offering high-quality products, exceptional customer service, unique branding and competitive pricing. By consistently delivering excellence and establishing a strong brand identity, I successfully carved out a niche and built a loyal customer base.
While these challenges have tested my resilience and determination, they have also been instrumental in my growth as a female entrepreneur. Each obstacle I overcame has fuelled my passion and reinforced my belief in the value I bring to the industry.
I am proud to have overcome these challenges and emerged as a leading figure in the hair extension industry. I hope my journey serves as an inspiration to other aspiring female entrepreneurs, showing them that with determination, resilience, and a commitment to excellence, they too can conquer any obstacles they encounter on their path to success.
Reflecting on how my business has evolved since its inception fills me with a sense of pride and gratitude. Over the years, my brand has undergone transformational changes, adapting to the ever-evolving industry and the needs of my customers.
When my business first began, it was a small venture, driven by my passion for hair extensions, as my own hair was so flat and lacked volume. I was in awe when I first tried them! The market was so small and the offering for high-quality, thick extensions was almost non-existent, that's when I sought out to create my own range. After months of research and sitting at my computer all day and night, I created Foxy Locks, and I started with a modest inventory.
As time progressed, I focused on expanding my product range, continuously researching and sourcing the finest materials and textures. I recognised the significance of building a strong online presence. I embraced the power of YouTube and became what was known then as a 'YouTube Guru', teaching fellow hair enthusiasts even the most simple hair tutorials and make-up looks. I focused on establishing an engaging website and leveraging social media platforms to showcase my products and connect with a broader audience. This shift allowed me to reach customers globally and amplify the visibility of my brand.
To meet the ever-changing needs of my customers, I also invested in exceptional customer experience. I implemented personalised consultations, allowing clients to find the perfect match for their desired look and providing guidance on proper care and maintenance. By going above and beyond to exceed expectations, I fostered customer loyalty and advocacy, creating a community of satisfied clients who became ambassadors for my brand.
As my business grew, so did my team. I surrounded myself with talented professionals who shared my vision and contributed their unique expertise. Together, we built a strong foundation and created a culture of innovation, creativity, and continuous improvement.
While change has been a constant throughout this journey, what remains unchanged is my passion for providing exceptional products and services. I design and test every product and put it through a rigorous process to ensure only the best. With every evolution, my brand continues to thrive and exceed expectations, and I am excited to embrace future opportunities and create an even more impactful presence in the hair extension industry.
My vision for Foxy Locks in five years is to be a global leader in the hair extension industry, known for our commitment to quality, innovation, sustainability, and social impact. We will continue to push boundaries, inspire confidence, and empower individuals to express their unique beauty through our exceptional products and brand experiences.
The Seamless Clip In Extensions: These extensions have revolutionised the way I style my hair. With their flat lightweight design and superior quality, they seamlessly blend with my natural hair, creating a flawless and voluminous look. The easy-to-use clips provide a secure hold. These extensions give me the confidence and versatility to effortlessly transform my look depending on my mood.
The Foxy Locks Gold Hair Oil: This luxurious hair oil has become an absolute essential in my hair care routine. Enriched with nourishing ingredients, it hydrates, smoothens, and adds a healthy shine to my hair. On my natural hair or extensions, the Foxy Locks Gold Hair Oil revitalises and rejuvenates, leaving my hair feeling soft, silky, and lustrous. It's a true game-changer for maintaining the health of my hair.
The Ponytail: For those days when I want an instant glam upgrade or a quick fix for dirty hair, the Foxy Locks ponytail is my go-to. It effortlessly adds length and volume to my ponytail, creating a chic and polished look in seconds. It allows me to achieve a glamorous hairstyle without any fuss. It's the perfect accessory to elevate my everyday look or enhance a special occasion ensemble.
Add hairspray to dry hair, brush through and then blow dry with a round brush. This gives amazing volume and holds the style. My hair is quite flat, so I love this trick!
For me, it's always loose curls. I really enjoy the process of getting ready every day. I use the Foxy Locks Curling Wand to achieve my signature loose waves.
Definitely a hairbrush! My Foxy Locks Gold Hair Oil (I have to keep my hair in amazing condition, obviously!), a high SPF and books...lots of books to keep me entertained.
Imogen's Favourite Products
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