Hair fashion developed fast in Sweden at the turn of the eighteenth century. Wigs were put aside, and a fashionable appearance was based on the use of natural hair. The new hair fashion was cheaper, less demanding and more accessible. This chapter uses advertisements in the Stockholm press to analyse this shift in relation to the concept of consumer culture and discusses choice as a basic criterium for shopping. The changes in hair fashion coincide with major shifts in dress at the end of the eighteenth century. Like these changes towards a less-complicated, cotton-based fashion, the development of hairstyles made possible a growing market for hair care products. Hair fashion based on wigs rested on expensive and exclusive know-how within a closed guild, while the use of natural hair rested on less-costly products, such as extensions and pomades, which were easier to produce and cheaper to buy per unit. This opened a local market for hair products in Stockholm, which included possibilities for consumers to make a range of choices between different alternatives and competing products—a prerequisite for the existence of shopping.