There are many reasons why the average woman may want to wear a wig.

Some women have naturally thin, fine hair or hair that is prone to breakage or damage. Moreover, an increasing number of adult women are experiencing thinning hair, especially due to female pattern baldness, at earlier ages. At the extreme, reactions to chemotherapy for cancer, medical conditions such as alopecia areata and alopecia totalis, or psychological disorders, such as trichotillomania (compulsive hair pulling), can cause a woman to become partially or completely bald. For many of these women, a wig is the answer to the issues they may have with femininity and self-confidence.

Wigs are certainly not used only by women who wish to disguise hair problems. The use of wigs by celebrities for theatrical roles has endured for centuries, and seeing their dramatic yet temporary impact makes full hairpieces appealing to those who are not actors.

Also, modern women are too busy with their daily lives to spend a great deal of time caring for and styling long hair on a daily basis. A wig may be a quick, easy-care solution for women who have to look great at a moment's notice. These, too, are reasons why wigs are popular and are becoming more acceptable.