As detailed in a recent market research report by KBV Research, “The global heatless hair curlers market size is expected to reach $221.2 million by 2029, increasing by 5.0% during the forecast period. The market is expected to grow at a CAGR of “The heatless hair curler market has expanded significantly in recent years as more consumers seek alternatives to hair curlers.” Traditional hot styling tools. ”
Entering this market is independent brand Robecurls. The company was “first to market with a heatless curling headband in 2020, with guidance from Spanx’s Sarah Blakely,” co-branded founder and inventor Emily Kennison said. has been guided by the company, and is currently expanding across the United States. This month’s store.
To learn more about Robecurl and the brand’s position in the hair care market, including the product R&D process and impact on product development, and how the recent Target launches fit into the brand’s growth and expansion strategy in 2024, We interviewed Mr. Kennison. for her experiences and thoughts.
brand background
Kennison began her career in law rather than personal care product development and has moved between industries “from a career in law to inventing category-defining products that fundamentally changed the way women approach hairstyling.” She said there was a process to do so. she explained.
That experience and “professional legal background have allowed us to navigate the complexities of patents, which has allowed us to grow Loeb Curl to a position in the personal care industry,” she added. , “What’s remarkable is that they account for less than 1 percent of patents.” This statistic speaks volumes about the underrepresentation of female inventors in our industry. ”
As Kennison approached the launch of Robecurl, she said, she sought to effect change by focusing on a hair care tool that was “invented by men 100 years ago and has dominated the market for a long time.” Her innovation, therefore, “not only represents a breakthrough in hair care, but also an opportunity for more women inventors to bring their innovations to the forefront of the industry, building on our unique perspectives and needs. It also serves as an inspiration to shape the future of consumer products,” she explained.
Research and development process
“Until we launched RobeCurls in June 2020, the market lacked innovative solutions for hair curling, and rollers were the last significant advancement,” Kennison continued. Then the product development process began. “Recognizing this gap, a meticulous research and development process was put in place that incorporated feedback from over 500 customers to improve the product,” she shared. “This hands-on approach allows our curling her headband to meet the needs of all users.” You can effectively transform your hair type. ”
But, she shared, “the real breakthrough came with the development of a proprietary fabric that’s proven to keep curls five times longer than traditional curling irons.” The innovation is “based on a scientific understanding of hair and moisture balance and represents a major advance in hair care,” Kennison said, adding that it was “partly inspired by the viral trend on TikTok that utilized bathrobe belts for heatless curls.” I was inspired.”
She elaborated that the inspiration was “in an unconventional way.” [which] “We highlighted the widespread desire for simpler, healthier hairstyling techniques,” and through this method, “we saw an opportunity to innovate, resulting in products that embody ease of use and effective style.” I did.”
Robecurls introduced to Target retail stores
Commenting on the recent launch, Kennison said, “Our partnership with Target represents a pivotal moment in Robe Curl’s strategy to expand in 2024.” Partnering with shared retailers will increase our presence in the market.” Our products will become more widely available. ”
Additionally, the expansion comes as “our collaboration with Target is an important milestone in our commitment to helping women simplify their routines and achieve the perfect heat-free curls.” she added.
Commenting on the brand’s current position in the hair care market, Kennison said, “There is room for growth in the hair care industry, especially when it comes to using technology that does not cause long-term damage to hair.” So at Robekar’s, “we have a strong pipeline of innovative products that are redefining what hair care can be, and we are at the forefront of this movement,” she said.
Future brand outlook
Going forward, the brand says it will remain “focused on delivering quality products” by “connecting with customers in a personal way with one-on-one curl classes that maximize the customer experience.” Ta. Kennison said this “allows us to further explore opportunities and address the problems our customers face with advanced solutions in hair care.”
She added: “Looking to the future, our research and development efforts are focused on diversifying the types of curl shapes we can offer and ensuring our products remain versatile and inclusive. It is aimed at us,” he further said. She clarified that the brand is “committed to upholding the core principle that our solutions should be wearable anywhere,” adding, “This approach not only empowers our customers, but also provides practical It also reinforces our dedication to innovative and transformative hair care solutions.”
