We are a small team of beauty enthusiasts, born and raised in California, who strongly believe that hot tools should only enhance a look and keep hair shiny and healthy, without the damage. That is why our styling tools are engineered with innovative technologies and designs that make them easier and better to use on a variety of hair types to maximize performance and the health of hair. We were the first to bring Ceramic flat iron technology to the professional styling tools industry. The brand has always stood for exceptional, inventive products and authentic relationships that are tried, tested and true. As a brand with many cutting-edge “firsts”, we will continue to set the standard for reliable, advanced, and stylish quality products. We are California-based and a family-operated business.
Based in sunny southern California, we are inspired daily by the diversity of not only those who live here, but the variety of hairstyles and trends that surround us. From the beaches to the mountains, and the deserts to the bright city lights of LA, our hair inspiration is endless. We’re passionate about beauty & health and we’re taking that passion to redefine healthy hair.
Our mission to redefine healthy hair is simple - we know that hot tools are tough on hair, but with our advanced healthy-hair technologies, you can still achieve the look you want, without damaging your strands. In addition to pulling inspiration from the sunshine state, our styling tools are uniquely designed with a little something special to keep hair healthy and strong, with each use. Technologies like our Tri-Diamond Ceramic™, which has all the benefits of Teflon with zero toxic or harmful emissions for a smooth finish, and Damage Control Technology, which works on multiple levels to significantly reduce hair breakage and damage, are designed exclusively by us. From coastal waves, to business casual straight, to a night-on-the-town up-do, we are surrounded by beauty that allows us to design products that keep hair looking gorgeous, healthy and California-cool.