iNSSWIG is a beauty supply store stocking hundreds of products from virgin hair wigs to bundles, and accessories galore.

This wig emporium in 900 Dufferin St, Toronto, who, at only 30 years old, now runs one of the largest Black-owned beauty supply stores in Toronto.


From growing up in the Bahamas to getting a criminology degree in Halifax, Grant's journey to opening up her own store in an old Etobicoke shoe shop hasn't followed a straight course.

But having worked at a larger beauty store for a while, Grant decided to make the leap of faith, a decision that led her to China in 2017 to find the best sources for her store's wig supply.

iNS-WIG is a curated selection of over 200 products spread out over 3100 square feet, including a sprawling wall of virgin hair wigs — the largest collection in the GTA — from two or three trusted international manufacturers that Grant guarantees are free of synthetic materials.



In an industry that caters predominantly to Black women (whose hair culture precedes the popularity of, say, braids, in mainstream media) it doesn't take much research to learn that many wig and beauty supply store chains aren't actually Black-owned.

iNS-WIG is proudly "powered by Black people," says Grant, from the store branding to stocking.



Customer service in the beauty industry can be a hit or miss, but Hair Granted gets rid of the guesswork with shopping baskets that provide a choose-your-own buying experience: red for the novice; blue for intermediate; black for pros who don't need any help from the store reps.



An accessories wall is where you'll find all the combs, brushes, applicators, hairpins, and more. There's plenty of things for men, too, like curl-and-twist sponges and an impressive selection of drugs, from velvety to snakeskin.

Beyond that is the braid wall made from synthetic materials. There's a huge selection from Sensationnel brands like X-Pression, which are made from the trademarked modacrylic fiber Kanekalon.



Ruwa's 6X pre-stretched 24" braids are $16.99. There's an endless selection of colors, even grey, for the older hair aficionados.

The center aisles are where you'll find all the synthetic crochet styles which come in everything from thicker ones for twists to pre-colored ombre hair, value packs, braids, and dreadlocks.

Then, there's what Grant simply calls "The Wall." There are synthetic options here, but the main focus is ready-made wigs, closures, and frontals, made from human hair that run from $170 to upward of $1400. 



Running the gamut from braided wigs to twists and locs, Afro Kinky, wavy, 3A, and more, all can be styled and washed while withstanding heat. Prices are based on length and hair density (essentially how thick or thin the hair is).



Grant keeps her wig densities between 180 percent to 250 percent, meaning your scalp will look nothing less than full and, if you maintain them properly, they last longer than the thin varieties. 



A good wig is nothing less than an investment, hence the vanity mirrors and ring lights in the back that let customers try on hair before buying.

Bundles start at $49.99, with premium hair like their Russian line maxing out at around $304. The store also carries men's toupees and afro wigs made from virgin hair.



Bold Hold glue from The Hair Diagram is one of the recommended glue options: $95.99 for a large bottle that comes with a free glider. Don't forget to stock up on skin protectant and removal products, too.



And of course, there's no shortage of hair growth oils, shampoos, leave-in conditioners, and natural hair products with zero chemicals. Grant brings the Beauty by Bekuh over from the Bahamas for edge control and handmade crochet braids.



The Ajax-based company Earthtones Naturals from Susan Walker has also been gaining popularity as been a Black-owned USA brand to watch, with its revitalizing scalp milk and hydrating conditioners.