Soho Style

Soho Style is a United States hair-accessories and hair-extensions brand founded in 1998 by John and Sue Lee [1][5]. It began as a single cart selling jeweled hair pieces and grew into a specialist retailer trading through its own e-commerce site and a network of physical locations. The company is active, with an online store that features a New Arrivals collection dated 2026 [2].

Its corporate headquarters has been in Dallas, Texas, since 2021 [1]. Soho Style describes its focus as handcrafted hair accessories and premium hair extensions, and it markets itself under the line "Premium Hair Extensions & Handcrafted Hair Accessories" [2].

According to the company's account, John and Sue Lee were preparing for graduate study in Los Angeles when an economic downturn cost Sue her school funding. Looking for a way to earn tuition money, she noticed that the jeweled hair accessories then popular in Asia had no real equivalent in the US market. The couple borrowed money from friends to buy a few hundred wholesale pieces from Korea and asked an acquaintance to carry the stock over on a trip to the States [1].

They rented a small cart on the Third Street Promenade in Santa Monica, California, chosen for its foot traffic. A jeweled butterfly clip, which the company compares to the accessory worn in the film Titanic, became the early breakthrough and led to a second kiosk at Ontario Mills. Sources differ on where the business took root: the brand's About page places the first cart in Santa Monica, while a search snippet describes it as starting in Ontario, California [1]. The fuller narrative on the same page situates Santa Monica as the founding site and Ontario Mills as the second location.

After selling through the stock at both locations, the founders travelled to Korea to source their own pieces and began manufacturing in-house. In 2001 the business moved back to Los Angeles to expand, and in 2021 it relocated its corporate headquarters to Dallas, Texas [1]. The company states it has grown into a "multi-million dollar business operating in over 70 locations nationwide and internationally" [1].

Soho Style's range spans two areas: handcrafted hair accessories and hair extensions. The accessories include combs, ponytail holders, clips, hair jaws (claw clips), bobby pins, barrettes, headbands, hair sticks, brooches and earrings, alongside a dedicated wedding and bridal line of veils, tiaras and combs. The extensions cover both human and synthetic hair in volume, length, ponytail and updo styles, and the catalogue also lists shampoo, conditioner and styling tools. Manufacturing has been sourced from South Korea. The company says it holds patents on some of its merchandise, though the items are not specified [1].

The company frames its work around handcrafted, jeweled hair accessories and premium extensions, positioning that traces back to the gap Sue Lee identified in the US market. Its stated mission is "to enhance the beauty and style of our customers through innovation and positive change" [1]. Alongside direct retail, Soho Style operates partnership models including a reseller programme, an affiliate programme, a beauty-professional membership and wholesale supply.

Soho Style is active. Its Shopify-based store carries a 2026 New Arrivals collection, and business databases list the company at 11–50 employees with its headquarters in Dallas, Texas [2][5]. It remains a niche specialist retailer rather than a large beauty house.