A significant portion of hair used for extensions globally originates from waste collection – landfills and sewage systems. However, the highest quality hair is primarily purchased by consumers in the Global North, including Finland. Finnish consumers are not primarily motivated by a desire for enhanced beauty when purchasing hair extensions. Instead, the main driver is a desire to achieve a perceived “normal” appearance, suggesting extensions are used to conform to societal standards. The industry relies on a complex global supply chain where lower-grade hair is widely available, while premium hair is concentrated in wealthier markets. This highlights a disparity in access to quality and the motivations behind cosmetic procedures across different regions. The practice raises ethical questions regarding sourcing and waste management within the hair extension industry.