Identifying and mimicking the signals that regulate stem cell self‐renewal, differentiation and maintenance in a petri dish is crucial to faithfully recapitulate stem cell behaviour in vitro. In this issue, Chacón‐Martínez et al (2017) describe novel culture conditions that allow the long‐term expansion and maintenance of functional murine hair follicle stem cells. This exciting discovery provides a faithful platform to study hair follicle stem cells in vitro and potentially perform drug screening for skin and hair follicle disorders.