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Agenda-setting intelligence, analysis and advice for the global fashion community.

The Hot Competition Behind Heatless Curls

The pursuit of loose, wavy curls with the promise of less heat damage is driving intense competition in the hair tools space, thanks to innovations from brands like Dyson and TikTok-fueled demand for new products and processes.
A triptych shows a red-headed model having her hair curled with a ceramic curler. Her hair is center parted, and has a soft cascading geometry.
New Orleans-based hair stylist David Connor demonstrates the "soft curl" look that has dominated social media, popularized in part by a deluge of new curlers and tools. (David Connor)

Dyson may have kicked off the curl obsession, but the space has only gotten hotter.

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Further Reading

How Crown Affair Became the Queen of It-Girl Hair Care

Dianna Cohen and Elaine Choi have built an insider favourite haircare label with signature products like the hair towel and brush-applied dry shampoo. Armed with a new funding round, they want to bring the brand to the masses.

The Hair Tools Space Heats Up

With new players like Shark and Dyson making blow dryers and stylers, the hair tools segment is in the midst of an innovation push the likes of which it hasn’t seen in decades.

About the authors
Simone Stern Carbone
Simone Stern Carbone

Simone Stern Carbone is Luxury Correspondent at the Business of Fashion. She is based in Zurich and Paris and covers fashion and beauty, with a focus on the dynamic luxury sector.

Brennan Kilbane
Brennan Kilbane

Brennan Kilbane is News and Features Editor at The Business of Beauty. He is based in London, and supports BoF’s coverage of the multifaceted cosmetics industry, from fine fragrance to wellness trends.

In This Article

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