Hair Choice was launched in 2015 by best friends and hair stylists Josh Kelly and Jennifer Lacey. They co-own popular hair salon Zest in Liverpool. Tony McDonough reports

Liverpool-based hair extension brand Hair Choice has broken through the £1m turnover barrier – a figure it claims it is on track to double over the next year.

Hair Choice was launched in 2015 by best friends and hair stylists Josh Kelly and Jennifer Lacey. They co-own popular hair salon Zest in Liverpool and had struggled to find affordable, quality hair extensions for their clients.

Originally started as a sideline, Hair Choice has taken off and celebrities who have worn them include Khloe Kardashian, Rita Ora, Demi Lovato, Amanda Holden and a host of reality TV stars including Erica Jayne from The Housewives of Beverley Hills and Sam and Billie Faiers and Olivia Attwood.

Hair Choice specialises in supplying soft, tangle-free extensions with full thickness from top to bottom. Josh and Jennifer saw a gap in the market for such products, realising they had to be affordable.

They embarked on a mission to develop the right product and, following months of trials and testing, unveiled their initial range. That sold out within a matter of days. Jennifer said: “We were overwhelmed with the success of Hair Choice in such a short amount of time. We are so grateful to our incredible team who have helped propel the business to where it is, today.”

The business, which offers a range of weft extensions, pony pieces and back stage clip-ins has now launched a new range called Tape Extensions. It will offer the latest trend to hit the market – extensions that with a simple application leaving zero damage to normal hair.

It was launched at a VIP event at Liverpool’s Shankly Hotel which featured live demos from A-lister hair stylists including Clyde Haygood and Aaron Carlo. Josh and Jennifer are now targeting international expansion with a focus on the lucrative US market in 2020.