Product: Ultimate Underscarf - Classic
Brand: Haute Hijab
Hundreds of millions of Muslim women around the world wear underscarves to contain their hair and secure their hijabs, but the products historically available to them were poorly designed, too tight and cheaply fabricated – causing a range of issues including acne, overheating, ear pain, headaches, and even hair loss. They also averaged only $5-10 a piece, or even less. We knew that the global community of women who wear hijab deserved better options.
After months of research and development, we created an underscarf unlike anything the Muslim world had ever seen. We utilized a bamboo tech fabric made just for us by the award-winning fabric scientists at Pyratex®, with built-in 50 UPF sun protection, anti-inflammatory and anti-microbial properties, breathability and temperature regulation for the lifetime of the fabric. The net panel at the back creates maximum airflow to the scalp, while the ruching enables the wearer to leave her hair untied underneath, minimizing strain and friction on the hair and follicles. Adjustable ties allow her to control the tightness, ensuring a not-too-tight, not-too-loose fit that prevents ear pain and headaches.
Why should this product be considered?
A product used every day by hundreds of millions of women worldwide must be made with their wellness in mind. By innovating technological and design solutions to what was a severely outdated, uncomfortable product, we are changing the lives of the Muslim women we serve.
Because the previously available underscarves retailed for $5-10 apiece, our $50 price point for this product was a bold move. We justified this through our marketing campaign that emphasized the product's advanced tech fabric, comfortable design and elevated style – a first in a category where customers have been conditioned to accept cheap, throwaway options. We wanted our customer to imagine better for herself – that this product is not a throwaway, but a foundational piece of her wardrobe that should not only solve her previous pain points, but actively contribute to her overall wellness.
Despite being at a higher price point than has ever been seen in this category, we sold out of our underscarves within 48 hours of releasing them in August 2018. Nearly a year after their release, they remain our second best-selling category, with all three underscarf styles on our website consistently being among the top 5 products across our entire store. Clearly, Muslim women hungry for a better option have found it in this product. Here is just one of the many happy customer reviews:
"Thank you so so so much for all the hard work you put into the underscarves. I was one of the people who were extremely critical of the price. I decided to at least try them and now these are the only underscarves I wear. They've been life-changing for me (I'm not exaggerating). I wear my hijab at least 10 hours every day. These don't hurt my ears at all. No more headaches. No more ear pain. No slippage. I don't feel like I'm wearing anything on my head. They are perfect!" - Kara K.