In 1998, Martino Cartier began the journey of changing lives through his career as a salon owner, stylist, educator, inspirational speaker and TV personality. On May 10, 2011 Friends Are By Your Side (now Wigs & Wishes By Martino Cartier) was born. Martino’s vision was to join forces with salons across the world to create a safe haven for women to go to regardless of their financial situation. Since then, hundreds of salons have helped make that dream a reality by taking the pledge to restore dignity to women who lost their hair to chemotherapy at no charge. 

Martino’s desire took on a new light when he met Kiki in April of 2012. Kiki was a beautiful girl who had been battling cancer since she was only eight years old. She had been turned down for a wig by a number of foundations. Kiki and Martino were introduced when Kiki’s mother reached out to New Jersey State Freeholder, Vincent Nestore. Martino made a wig for her and the friendship began. Seven months later on November 4, 2012, Martino's organization helped Kiki by granting her dying wish of meeting Justin Bieber. She arrived to Justin's concert in a hot pink stretch limo and was also given the chance to meet Justin personally. Following her meet-and-greet, Kiki sat in front row seats at the concert. One week after the concert Kiki lost her battle to childhood cancer leaving Martino with a broken heart, but with a validation that the mission of this organization was truly his life’s purpose. Since then, over 100,000 wigs have been given and dozens of wishes have been granted due to the help and support of our generous sponsors and donors.


Wigs & Wishes By Martino Cartier is a network of salon owners, stylists and beauty industry experts joined together with one mission: to provide courageous women battling cancer with a wig at no cost, as well as granting wishes to children battling childhood cancer.