Happy 10th Anniversary to us! What began as one woman’s big dream with little resources, Hidden Crown® has grown into the international hair extensions brand loved by celebs and their stylists, and you, our Queens! And we couldn’t be prouder and exited to share our Founder Shelley Goodstein’s story with you to kick off the celebrations.
Shelley Goodstein “My journey in establishing Hidden Crown is a story of passion, determination, and unexpected fame. It all began in a small office just off my bedroom when I turned 50, a decade ago - WHOA. At the outset, it was a one-woman endeavor – I handled everything, from shipping and product development to customer service and photography. I can honestly say that becoming an entrepreneur was an intentional effort to make and save money to put my 3 kids through college. I could have never even dreamed that it would lead to being named to the Forbes 50 over 50 list this year.
I vividly recall the days when I was shipping just 2 or maybe 3 orders a day, and each one felt like a victory as it contributed to my growing family's finances. As I carefully packaged each order, my mantra echoed for each: "Go with love, and let this woman feel as gorgeous inside as she will look outside wearing this hair."
For over a year, I kept Hidden Crown a secret, even from my own kids! That is, until the day Khloe Kardashian was tagged wearing my hair. It was then that I realized this was more than just a personal venture – it was a bona fide business. I made two pivotal hires, and I'm grateful to say that Jasmine is still an integral part of our team, running the show for the most part as I've taken a step back from the day-to-day activities of Hidden Crown. It seems like she has always been my right hand. It's been an incredible journey, one that speaks to the power of passion and hard work in turning a small idea into something much larger than I ever imagined.
From those humble beginnings, my brand blossomed, attracting a diverse range of celebrities, from Real Housewives and singers to models in their 20s and women in their 60s, including iconic figures like J Lo, Zendaya, Kim Kardashian, Katy Perry, and so many more. All of this incredible hair was initially delivered from my small home office, later from my laundry room, and eventually from business space in Tucson, Arizona.
I'm profoundly grateful for the trust shown by celebrities, stylists, renowned figures, and women worldwide who have chosen Hidden Crown to create their iconic looks. I'm also humbled by the recognition Hidden Crown has received over the years. In the past year alone, we've been honored as the best halo extension by Seventeen Magazine, the best clip-in extensions in People Magazine, and the best hair extension for 2023 by Cosmo Magazine. These accolades are a testament to our dedicated team's unwavering commitment to providing the highest quality DIY hair products on the market.
As I embark on the next chapter of my life, I do so with immense pride and gratitude, extending my thanks to each member of our dedicated team and to you, my loyal customers. Rest assured, this brunette still has plans, and I hope my journey inspires you to realize that you are never too old or too young to pursue your dreams. Thank you, and go out there and seize the life you desire!”
“My first hair show - the first of many to come! Introducing our Hidden Crown Halo®
Quality is everything: only the best 100% real Remy human hair is used to make our double-drawn extensions, and every color and shade is expertly controlled.
Hidden Crown® was created to give everyone the opportunity to have the exact same hair extensions loved by celebs and their stylists, and seen on red carpets, in magazines, tv, film, and music videos. Everyone deserves to have their dream hair, and that has been our goal since day one. And we couldn’t have gotten to where we are today without you, our Queens. It began for you, and you are our motivation and inspiration. We have so much in store and we are excited to share our journey with you. Here’s to 10 amazing years - and to all the years ahead! #weloveourqueens