The Wet Brush is a brand of professional hair brushes that is part of the Beauty by Imagination (BBI) portfolio, an industry leader in hair care products. The brand is renowned for its innovative IntelliFlex bristles designed for pain-free detangling with minimal hair breakage.
Company Profile
Founding:
The parent company, JD Beauty Group, was founded by Jeff Rosenzweig in 1977. The Wet Brush brand itself was launched in 2006.
Headquarters:
The company is based in Hauppauge, New York, USA.
Ownership:
The Wet Brush is a brand under the JD Beauty Group umbrella, which has since merged with Goody Products. The combined entity is a portfolio company of ACON Investments, an international private equity firm.
Mission:
The company strives to provide simple hair care solutions and promises to live up to its mission of quality and innovation by identifying challenges faced by stylists and consumers and developing products to satisfy those needs.
Key Product & Technology
The brand’s core innovation lies in its proprietary bristle technology, which has transformed the daily experience of hair brushing.
IntelliFlex® Bristles:
These are ultra-soft, thin, strong, and flexible bristles that can glide through tangles effortlessly without pulling or snagging the hair. This flexibility allows for brushing with less force, leading to up to 55% less breakage and 56% less effort, according to the brand’s claims.
SofTips™:
The bristles are topped with SofTips that massage the scalp to stimulate circulation at the follicle, providing a gentle and soothing experience.
Versatility:
The brushes are designed to work effectively on all hair types (long, short, curly, straight, thick, or fine) and can be used on both wet and dry hair.
Market Presence
The Wet Brush has established a strong presence in both the professional salon channel and consumer retail markets.
Popularity:
The brand is a market leader, with the Wet Brush Detangler being a bestseller and a Wet Brush purchased every few seconds worldwide.
Product Range:
While famous for the Original Detangler, the brand has expanded its product line to include various tools and accessories such as the Shine Enhancer, Paddle brushes, Pop Fold brushes, and specific lines for professionals (EPIC).
Distribution:
Products are sold through salons, beauty centers, and major omnichannel retailers and e-commerce platforms like Amazon and Ulta Beauty.