How Covet and Mane Is Rethinking Hair Extensions

A new company aims to bring conversation of hair extensions back to the craft. Covet and Mane is a beauty newcomer specializing in professionally applied hand-tied hair extensions. Founded by Dafina Smith, a former real estate agent and buyer at Bloomingdale’s, the company came to market in August and has already won over a fanbase of beauty insiders. Within two months of launch, Covet and Mane had sold more than $2 million of inventory. It currently has 800 active accounts, the majority of which are salons, and plans to double that number in 2020. The immediate success of the company, said Smith, is a result of relationships fostered with professional hairstylists, who make up its Covet Collective. An emphasis on education — e.g., the proper installment of hair extensions — is another differentiator, as many brands choose to sell extensions designed to be self-applied, though not long-lasting. Dafina Smith, founder of Covet and Mane.  Derrick Davis “Hair extensions are one of the fastest-growing parts of the hair world, but they’re not taught in beauty school,” said Smith. “We wanted to align and partner with providers who are focusing on hands-on certification and training and vetting the Covet Collective. It’s by application only. We look at how

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