The company, known for its in-depth consultations and bespoke wigs for those experiencing hair loss, is hosting a pop-up at the SoHo House in Austin from Oct. 28 to Nov. 2. To further expand clientele, Rowan is also launching a wig rental service next month where guests can try out Amber Jean's styles for three days, six days, two weeks or four weeks.
Following successful, sold-out pop-ups in Dublin, Edinburgh and Copenhagen, this marks Amber Jean's first Stateside event. The company also maintains a permanent outpost in London and offers virtual consultations.
"We always knew that we wanted to go to the USA. The USA clientele has always been massive for us," said founder and chief executive officer Amber Jean Rowan.
Rowan started Amber Jean in 2021, after dealing with her own hair loss journey due to alopecia for more than a decade. When she started losing her hair at just 15, Rowan struggled to find solutions.
"The idea of having to wear a wig was literally the most triggering and challenging thing you can even imagine," she said, recalling also visiting every specialist from an acupuncturist to an oxygen therapy expert to try and simultaneously manage the dramatic hair loss. "Trying to find anything that was decent, that was good [in Dublin over 15 years ago] was almost impossible."
Rowan, who had already been modeling and acting at the time, was able to tap into her network in the beauty industry, but still found it to be challenging to find a suitable option -- many looked fake, too dense or simply weren't a good fit.
"But it was better than embracing my hair freeness, so I put that bad wig on and didn't take it off for around 10 years," she said, noting as time passed she finally started to find slightly better wigs.
After years of navigating hair loss as a model and actress, all the time still struggling with finding wigs, Rowan decided to start a blog called "Hair Free Life," where she offered advice and discussed the emotional and physical impact of hair loss, whether it be from alopecia, cancer treatment or another condition. This ultimately led to the launch of Amber Jean in 2021 with a focus on high quality wigs, empathetic consultations and aesthetic environments, a stark contrast to what Rowan had initially experienced when shopping for hair.
Now, as it comes Stateside, Amber Jean is expanding its relationships with U.S. consumers. At the pop-up, which customers can now book a consultation at, they will be able to try on a variety of wigs and find an option that's right for them. Afterward, Amber Jean will create their custom wig with their specific fit, cut and color, and it will be delivered to the consumer within six weeks. They can make further adjustments afterward should they be needed.
"When you enter this wig world and it's so new to you, it's so overwhelming, and there's just so much information out there," Rowan said. "If I can clear out some of the bulls-t and actually make it simple for them, that's super important for me."
In addition to this, Rowan is planning on additional pop-ups over the next year in Los Angeles, New York City, Paris, Barcelona and Sweden. She is also gearing up to open an additional permanent shop in her hometown of Dublin in summer 2026.