Bay Area Duo Provides Custom Wigs for Alopecia and Cancer Patients Through Nonprofit

A Unique Approach to Empower Women with Hair Loss

Two women from the East Bay are making a significant impact by helping women regain their confidence after experiencing hair loss due to cancer treatment or alopecia. Morgan Moore and Lee Hoff, who are sisters-in-law, have combined their skills and passions to create a meaningful change in the lives of many.

Morgan, a licensed cosmetologist, and Lee, an oncology nurse practitioner, launched their company, Morgan and Moore, in 2022. Their mission is to assist women who have lost their hair to regain their self-esteem and feel empowered again. Moore believes that using the gifts one has been given can be a powerful way to help others. "It's important that we use the gifts we've been given by God to bless the people around us," she said.

Lee sees the work as a way to give women back their power and control during a difficult time. "I see it as a way to give them their power back and control back in a very challenging time," she explained.

Custom Medical Wigs for Diverse Needs

The Vallejo-based company creates custom medical wigs, addressing a gap in the market where most wigs are synthetic and made with straight hair. However, Morgan and Lee offer a range of human hair options, which is especially important given the diversity of the Bay Area.

"There were a huge number of women who weren't being helped, whether they had kinky, curly hair or extremely wavy hair, and with the Bay Area being so diverse, there were a lot of women not being served," said Moore.

Despite the benefits of their custom wigs, the cost can be prohibitive. A custom wig with human hair typically ranges from $1,500 to $10,000, depending on texture and length. Many women cannot afford this expense, and insurance coverage is often limited. To address this issue, the pair founded a nonprofit organization called Inclusive Crowns in 2024. The nonprofit raises funds to provide free wigs to those in need.

A Life-Changing Gift

The first recipient of a free wig from Inclusive Crowns was Kayla Betorina, a mother and special needs educator who has dealt with alopecia her entire life. During her pregnancy last year, she lost all of her hair and withdrew from social interactions.

"I didn't leave my house last year," said Betorina. "She had canceled her wedding. She stopped taking her kids to school," Hoff added. "She was feeling embarrassed and a little bit of shame around that."

When Betorina’s insurance did not cover the cost of a wig, Moore and Hoff provided one for free. This act of kindness changed Betorina's life. "They gave me a lot of my life back, just with that confidence," she said. "And having a lack of confidence, then having it rebuilt back really affects your life a lot."

Betorina eventually rescheduled her wedding for July, marking a significant step in her journey of reclaiming her confidence.

Expanding the Mission

Inclusive Crowns has since provided free medical wigs to several women in need. Hoff and Moore also find joy in partnering with other nonprofits to teach women how to care for their wigs.

"To be able to offer these women the opportunity to get a piece of themselves back so they don't have to look sick, so they can feel and look better is huge," said Hoff. "It's important to us that people know that they matter on a deep level," added Moore.

The nonprofit accepts donations of money and hair. Currently, the custom wigs are made in Florida, but Moore and Hoff have plans to fund a program that will train young women to start their own businesses making the wigs.

For their efforts in providing free customized wigs for women with medical hair loss, Lee Hoff and Morgan Moore have been recognized with the CBS News Bay Area Icon Award this week. Their work continues to inspire and empower women across the region.