Customer Reviews: What to Look for Before Buying Hair

When it comes to buying hair — whether it’s Brazilian bundles, lace front wigs, clip-ins, or closures — customer reviews are one of the most powerful tools you have. In today’s beauty market, where hundreds of online stores promise “100% virgin hair,” knowing how to read between the lines can make the difference between a flawless look and a frustrating waste of money.

As someone with over two decades of experience crafting and analyzing consumer content in the beauty and fashion space, I can confidently say this: reviews are gold — but only when you know how to interpret them.

Let’s dive into what you should look for in customer reviews before hitting that “Add to Cart” button.

1. Start With Verified Purchases

The first thing to check is whether reviews come from verified buyers. Many reputable U.S.-based eCommerce platforms — such as Amazon, Shopify stores with Yotpo or Judge.me integration, and hair vendors on platforms like AliExpress — tag reviews with a “Verified Purchase” badge.

Why this matters:

• Authenticity: Verified badges confirm the reviewer actually bought the product.

• Reduced fake reviews: In the hair industry, fake testimonials are unfortunately common. Vendors sometimes pay for positive feedback, especially on social media.

• Real results: Verified reviewers are more likely to post genuine experiences, photos, and long-term updates about shedding, tangling, and color maintenance.

If a store has plenty of reviews but few verified ones, proceed cautiously. Authentic vendors usually welcome transparent, verified feedback.

2. Look for Photos and Videos

A picture truly is worth a thousand words — especially when it comes to hair quality.
When reading reviews, prioritize those that include real-life photos and videos taken by customers. These visuals give you an honest look at:

• The true color and texture of the hair (which may differ from product photos)

• The density and fullness of bundles or wigs

• How the hair looks after installation or washing

• The natural shine (or lack thereof)

Tip: When scrolling through photos, check for consistent lighting and angles. Overly polished images might be re-uploaded from the vendor’s own gallery. Real customers often post selfies, bathroom mirror shots, or outdoor photos — which are far more reliable.

3. Read the “Middle” Reviews (3-4 Stars)

While 5-star reviews may seem most reassuring, the real truth often lies in the 3- and 4-star ratings.
Why? Because these customers tend to share balanced, detailed insights — both the pros and cons.

Here’s what to look for:

• Comments like “The hair was soft but had a mild smell at first” or “It held curls well but needed extra conditioning” show honesty and realism.

• These reviewers typically aren’t trying to promote or destroy the brand — they’re just sharing genuine experiences.

• You’ll get a better sense of how the hair performs over time, not just right out of the package.

Avoid vendors whose reviews are all 5-stars with short, generic text — that’s often a sign of manipulated feedback.

4. Pay Attention to Longevity Mentions

High-quality hair isn’t just about how it looks on day one. A truly great hair purchase should still look beautiful after weeks or months of wear.

When reviewing customer feedback, look for keywords and comments like:

• “Still soft after a month”

• “No shedding after washing”

• “Curls bounced back after flat ironing”

• “I’ve reused this hair multiple times”

Longevity is one of the most important indicators of value — especially when buying human hair extensions or wigs, which are meant to be an investment.

5. Evaluate Comments About Shedding and Tangling

Even premium hair can shed a little — but there’s a fine line between normal and excessive.
Read reviews carefully for mentions of:

• Shedding: A few strands during washing is normal, but consistent shedding signals poor weft construction.

• Tangling: Shouldn’t happen if the hair cuticles are aligned and intact.

• Matting at the nape: Common with lower-grade hair or improper care, but repeated complaints are red flags.

Pro tip: Look for reviewers who describe their hair care routine — like how they washed, detangled, and styled it. This helps you see whether issues stem from product quality or maintenance habits.

6. Consider Customer Service Mentions

Even the best hair may not meet expectations 100% of the time — that’s where good customer service comes in.
Scan reviews for how the company handles:

• Refunds and exchanges

• Shipping delays

• Communication responsiveness

• Replacement guarantees

A brand that replies promptly, offers solutions, and takes responsibility is worth trusting.
In contrast, repeated complaints about unresponsive support or refund refusals are serious warning signs.

7. Compare Reviews Across Platforms

Before you commit to a purchase, check reviews on multiple platforms.
For example:

• The vendor’s official website

• Trustpilot or SiteJabber

• Social media comments on Instagram, TikTok, or YouTube

• Amazon (if applicable)

Some sellers moderate or hide negative feedback on their site but can’t control independent platforms.
If you see consistent satisfaction across all sources — that’s a strong indicator of reliability.

8. Look for Review Dates and Consistency Over Time

Hair vendors evolve. The quality you see in 2023 reviews may differ by 2025.
Always check review dates to ensure feedback is recent and reflects the current product batch.

If a brand’s early reviews are glowing but the recent ones mention “different texture,” “smells different,” or “not like last time” — it could signal a change in supplier or quality downgrade.

Consistency over time is key to identifying vendors that maintain high standards.

9. Watch for Red Flags

Here are some common red flags in customer reviews that should make you think twice:

• Too many 5-star reviews with identical wording

• Few or no photos

• Generic praise like “Love it!” without detail

• Excessive negativity about basic issues like “never arrived” or “wrong length”

• No mention of communication or support

Genuine customer feedback tends to sound personal, detailed, and experience-driven — not robotic or copy-pasted.

10. Don’t Ignore Positive Emotional Language

Finally, look for emotional cues. Hair is deeply personal — and when customers love it, their tone shows it.
You’ll often see enthusiastic, detailed descriptions like:

“I felt so confident wearing this hair for my wedding day!”
“This is the first time I didn’t have to replace my bundles every two months.”
“My stylist couldn’t believe it wasn’t my natural hair!”

These heartfelt testimonials are often the truest reflection of brand trust and satisfaction.

Final Thoughts

In a market as saturated as the U.S. hair industry, customer reviews are your best defense and guide. They offer unfiltered insights into quality, longevity, and brand integrity — if you know how to read them right.

Before buying hair online:

• Focus on verified, photo-backed reviews

• Read mid-range ratings for balanced honesty

• Watch for patterns, consistency, and long-term performance

• And above all, trust your instincts — if something feels “too perfect,” it probably is.

By taking the time to analyze reviews thoughtfully, you’ll not only protect your money but also ensure your next hair purchase brings you the confidence, style, and beauty you deserve.