[reckoner2]

Some anecdotal data that might surprise you then: A good friend of mine gets her hair cut once a month and says with tip it's about $100. Then coloring a few times a year at $200 a pop, then lots on shampoo, conditioner, hair products, new hairdryer and brushes every few years. She's spent over $1000 for a weave multiple times in her life.

She's of course at one end of the spectrum, but $240 on average a year doesn't surprise me that much.

[nandemo]

That doesn't surprise me at all. You've cherry-picked someone who's far richer (in absolute terms) than the average person within those 2 billion.

You're probably talking about an American (or a Brit or a French person? Someone in the developed world) who's at least lower-middle-class. Consider someone in an emerging country. For the average Brazilian or Colombian, a U$1000 weave would be far too expensive. And the vast majority of the target population is living in Africa and is much poorer than the average Brazilian.

FWIW, I don't see anything wrong with the startup. I just making a back of envelope calculation that shows the market estimate is BS.