FHI Heat
FHI Heat is a privately held US hair styling tools company that designs and sells hair dryers, flat irons, curling irons, multi-stylers, and its signature UNbrush detangling brushes through direct-to-consumer e-commerce and major retailers including Target, Walmart, Ulta, and Amazon.
- Company typePrivate
- Founded2004
- HeadquartersNorwalk, United States
- Headcount101–250
- GTM typeB2C
- OfferingHardware or Manufacturing
What FHI Heat does
FHI Heat is a privately held US-based hair styling tools company founded around 2004, operating as Luxury Brands, LLC. The company designs, markets, and distributes a portfolio of professional-grade and consumer hair styling products including hair dryers (e.g., $170 Platform Blow Out Handle-less, $185 2000 Pro Nano, $350 VersaSphere Pro Air), flat irons (Signature Pro Styler at $150), curling irons (Bounce Pro Curler at $75, MegaCurl long-barrel), multi-stylers (VersaSphere Pro 6-in-1, SwiftStyler), blow-dry brushes, and a hair care accessories line ($7.50–$42). The core sub-brand is the UNbrush® detangling brush, which spans seven variants (Original, Plus, Flex, Curl, Smooth, Mini, Super Mini Keychain) priced $7–$22 and verified against quantifiable performance claims (67–69% breakage reduction, 40% less drying time, 43–57% reduction in wet combing force). Proprietary technologies include HydraHeat™ negative-ion systems, DuoFlex™ and UltraFlex™ bristle geometries, ThermaProof™ heat-resistant bristles, GlideSwitch™ retractable mechanisms, StyleCurl™ handle design, RapidTek™ curling technology, and a digital BLDC motor in the VersaSphere Pro.
The business model is a hybrid DTC-plus-multi-channel retail operation. Primary DTC revenue runs through fhiheat.com (free US shipping over $50), supported by a points-based loyalty program (1 point per $1 spent, $15–$30 redemption tiers) and a tiered affiliate program with a Pro Affiliate tier for stylists. Distribution extends through 12+ retail partners across mass (Target, Walmart, Kohl's, HSN), prestige (Ulta Beauty, Nordstrom, Bloomingdale's, Anthropologie, Urban Outfitters, Von Maur), specialty beauty (Sally Beauty, SalonCentric), and marketplaces (Amazon, TikTok Shop), plus a "Carry Us" B2B wholesale program for salon owners. Customer segments include mainstream consumers across all hair types, textured/curly/coily hair consumers (via UNbrush Curl and Plus), professional hairstylists (via Pro Login and specialty retail), and a licensing/collectibles segment driven by Disney, Sanrio, and Mattel collaborations.
The company is independently owned with no disclosed parent, no institutional investors, no funding rounds, no M&A activity, and no disclosed headcount. Geographic scope is US-only, explicitly excluding Hawaii, Puerto Rico, Alaska, and US territories. Regulatory and certification data are not disclosed. No AI/ML capabilities, APIs, or SDKs are present. The company is actively operating with sustained retail presence, expanded licensing partnerships, and ongoing product launches (most recently VersaSphere Pro Air, UNbrush Soccer, and the Hello Kitty & Friends molded collection).
FHI Heat firmographics
Firmographics- Name
- FHI Heat
- Legal name
- Luxury Brands, LLC
- Website
- https://fhiheat.com
- Company type
- Private
- Founded year
- 2004
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- FHI Heat is a privately held US hair styling tools company that designs and sells hair dryers, flat irons, curling irons, multi-stylers, and its signature UNbrush detangling brushes through direct-to-consumer e-commerce and major retailers including Target, Walmart, Ulta, and Amazon.
- Ownership category
- akta.pro rank
FHI Heat industry classification
Industry- Product category
- Hair Styling Tools
- NAICS
- Broom, Brush, and Mop Manufacturing (339994), Soap and Cleaning Compound Manufacturing (32561)
- SIC
- Perfumes, Cosmetics & Other Toilet Preparations (2844), Electric Housewares & Fans (3634)
- akta.pro primary industry
- Hair Brushes, Combs & Detangling Tools (CRABAKAG)
- akta.pro secondary industries
- Hair Styling Tools (Dryers, Straighteners, Curlers) (CRABAKAF), Hair & Scalp Devices/Tools (Dryers, Straighteners, Brushes) (CRABABAG), Salon Hair Tools & Electricals (Dryers, Irons, Clippers) (CRABALAD)
Keywords
Where FHI Heat is headquartered
LocationHeadquarters
- HQ city
- Norwalk
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
FHI Heat business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Marketing or Sales, Operations, Personnel, Technology or R&D
Revenue model
- Hair Styling Tools Sales: Primary revenue from one-time hardware sales of hair styling tools including hair dryers, flat irons, curling irons, multi-stylers, and detangling brushes. Products sold at various price points from $14 to $350.
- Hair Care Products: Secondary revenue stream from hair care accessories including conditioning treatments, styling gels, root lift sprays, dry hair sprays, and hair filler powders.
- Loyalty Program: FHI Heat Rewards program earns customers points (1 point per $1 spent) redeemable for discounts. Helps drive repeat purchases and customer retention.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | UNbrush Detangling Brushes - Multiple variants from $14 to $22 |
| Unit Pricing | Pay-as-you-go | VersaSphere Pro Air 6-in-1 Multi-Styler - $350 |
| Unit Pricing | Pay-as-you-go | Platform Blow Out Handle-less Hair Dryer - $170 |
| Unit Pricing | Pay-as-you-go | Thermal Ceramic Brushes - $32 to $38 |
| Unit Pricing | Pay-as-you-go | 2000 Pro Nano Dryer - $185 |
| Unit Pricing | Pay-as-you-go | Signature Pro Styler (Flat Iron) - $150 |
| Unit Pricing | Pay-as-you-go | SwiftStyler Retractable Speed Styler - $100 |
| Unit Pricing | Pay-as-you-go | Bounce Pro Curler - $75 |
| Unit Pricing | Pay-as-you-go | Hair Care Products - $7.50 to $42 |
| Unit Pricing | Pay-as-you-go | Bundles and Sets - various prices with discounts |
Go-to-market motion3 records
Distribution channels9 records
Marketing channels9 records
FHI Heat product offering
Product offeringCore offering
FHI Heat designs, manufactures, and sells professional-grade hair styling tools and detangling brushes. Core products include hair dryers, flat irons, curling irons, multi-stylers, blow-dry brushes, and the signature UNbrush detangling brush line. The company also offers complementary hair care products such as conditioning treatments, detangling sprays, and styling aids, sold both directly to consumers and through licensed collaborations with Disney, Sanrio, and Mattel.
Product overview
FHI Heat is a hair care tools company offering a comprehensive portfolio of professional-grade and consumer hair styling products. The product lineup centers on three core categories: hair styling tools (hair dryers, flat irons, curling irons, multi-stylers, and blow dry brushes), the UNbrush detangling brush collection with multiple variants (Original, Plus, Flex, Curl, Smooth, Mini, Super Mini Keychain), and hair care products. The company also maintains several licensed collaboration collections including Disney Princess, Star Wars Mandalorian, Hello Kitty & Friends, Barbie, Nightmare Before Christmas, Mickey Mouse & Minnie Mouse, and Stitch. Key technology brands include the Innovator Collection (VersaSphere Pro Air 6-in-1 Multi-Styler, Pro Power Speed Dryer), Platform Collection (Blow Out Handle-less Hair Dryer, Signature Pro Styler, Bounce Pro Curler), and Curated Collection (SwiftStyler, AeroMax Style Dryer, MegaCurl, AeroStyle). Products feature proprietary technologies including HydraHeat negative ion technology, DuoFlex and UltraFlex bristles, ThermaProof bristles, and RapidTek technology. The company sells through major retailers including Target, Walmart, Ulta Beauty, Amazon, Nordstrom, and directly through fhiheat.com.
Differentiator
Problem solved
Functional benefit
Brands
- UNbrush®: Signature line of detangling hair brushes designed for all hair types, featuring DuoFlex™ bristles and various specialized variants including Curl, Flex, Plus, Smooth, Mini, and Super Mini keychain versions.
Products and services
- VersaSphere Pro Air 6-in-1 Multi-Styler Professional all-in-one styling tool that dries, curls, smooths, and diffuses hair using negative ion technology and HydraHeat technology. Features 6 interchangeable attachments including concentrator nozzles, diffuser, and curling barrels. Priced at $350.
- Platform Blow Out Handle-less Hair Dryer Ergonomically engineered handle-less hair dryer with nano-ceramic and HydraHeat negative ion technology, Twin Fan DC Motor, and 3 temperature settings. Includes Speed Dry Nozzle, Straightening Comb, and Curl Defining Diffuser attachments. Priced at $170.
- SwiftStyler Retractable Speed Styler Dual-function styling tool that transforms from brush to curling wand via retractable bristles (GlideSwitch). Features ceramic tourmaline barrel, adjustable temperature 300-410°F, and worldwide voltage. Priced at $100.
- Professional Hair Dryers (Pro Power Speed Dryer, 2000 Pro Nano Dryer, AeroMax Style Dryer, Mini Dryer) Family of professional-grade hair dryers including the Innovator Collection Pro Power Speed Dryer, 2000 Pro Nano Dryer (multiple colors), AeroMax Style Dryer, and compact Mini Dryer. Prices range from approximately $32 to $185.
- Professional Flat Irons (Curve Pro Styling Iron, Signature Pro Styler, AeroStyle Styling Iron) Professional flat irons available in multiple barrel widths (1/2", 1", 1 1/4", 1 3/4") including the Curve Pro Styling Iron, Signature Pro Styler, and AeroStyle Styling Iron. Signature Pro Styler priced at $150.
- Professional Curling Irons (Bounce Pro Curler, MegaCurl Long Barrel Curler, Ti Luster Titanium Pro Curler, The Waver Pro) Professional curling irons including the Bounce Pro Curler (multiple barrel sizes), MegaCurl Long Barrel Curling Iron (1.25") with HydraShield and RapidTek technology, Ti Luster Titanium Pro Curler, and The Waver Pro Dual Barrel Waver. Prices range from $75 to higher.
- Blow Dry Brushes (Thermal Ceramic Brush, Polisher Pro Air Drying Brush, Stylus Pro Heated Brush) Thermal styling brushes including Thermal Ceramic Brush (1", 1.5", 2" sizes at $32-$38), Polisher Pro Air Drying Brush, and Stylus Pro Heated Brush for blow-dry and thermal styling.
- UNbrush Detangling Brush Line (Original, Plus, Flex, Curl, Smooth, Mini, Super Mini Keychain, Sparkle, Soccer) Signature line of detangling brushes with proprietary DuoFlex and UltraFlex bristles. Includes variants for different hair types: Original (105 bristles, 67% less breakage), Plus (84 UltraFlex bristles, 69% breakage reduction, fine/fragile hair), Flex (132 bristles, 57% less wet combing force), Curl (for textured hair with StyleCurl handle), Smooth (ThermaProof bristles up to 130°F), Mini, Super Mini Keychain, Sparkle, and Soccer collections. Prices from $7-$25.
- Licensed UNbrush Collections (Disney Princess, Star Wars Mandalorian, Hello Kitty & Friends, Barbie, Nightmare Before Christmas, Mickey & Minnie Mouse, Stitch) Licensed collaboration UNbrush detangling brush collections featuring Disney Princess characters (11 princesses), Star Wars Mandalorian characters, Hello Kitty & Friends (Sanrio), Mattel Barbie, Tim Burton's Nightmare Before Christmas, Mickey & Minnie Mouse, and Lilo & Stitch characters. Combines functional detangling with collectible and nostalgic appeal.
- Hair Care Products (Satin Finish Conditioning Treatment, Total Control Hair Styling Gel, High Altitude Root Lift Spray, Stay Styled Dry Hair Spray, Hair Veil Powder Hair Filler, Knot UNwinder Detangling Spray) Complementary hair care and styling products including conditioning treatments ($24-$42), styling gels, root lift sprays, dry hair sprays, hair fiber filler powders for thinning areas, and detangling sprays. Prices range from $7.50 to $42.
- Styling Tool Accessories (Diffuser Attachment, Comb Attachment, Concentrator Nozzle, Thermal Silicone Mat, T-Rex Hair Clips) Accessories and attachments for hair styling tools including curl-defining diffusers, comb attachments, concentrator nozzles (narrow and wide), heat-resistant thermal silicone mats, and professional hair sectioning clips.
Quantifiable outcome
- 67% less breakage with DuoFlex bristles
- +4 more outcomes
Companies that use FHI Heat
Customer profileNamed customers3 records
Segments4 records
Ideal customer profiles1 record
FHI Heat technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature8 records
FHI Heat partnerships and signals
Strategic signalPartnerships
Twelve partnerships are on record, tiered core, major and minor.
- DisneycoreLicensing partnership for UNbrush product collaborations featuring Disney Princess characters (Ariel, Aurora, Belle, Cinderella, Jasmine, Merida, Moana, Mulan, Rapunzel, Snow White, Tiana), Mickey Mouse & Minnie Mouse, Star Wars Mandalorian characters, Stitch, and Tim Burton's Nightmare Before Christmas characters.
- Sanrio (Hello Kitty & Friends)coreLicensing partnership for Hello Kitty & Friends UNbrush molded collection featuring Kuromi, Hello Kitty, and My Melody characters.
- Mattel (Barbie)coreLicensing partnership for UNbrush Barbie collection featuring Barbie silhouette designs in multiple colorways (Pink Shine Bright, Blue One of a Kind, Purple Own Your Unique, Yellow Style Icon) in full-size and mini formats.
- TargetmajorMajor retail distribution partner for UNbrush products including UNbrush Curl, UNbrush Mini, and MegaCurl curling irons. In-store and online availability.
- WalmartmajorWidespread retail distribution including Spring Neon gift sets, Hello Kitty UNbrush editions, and general UNbrush product line. Both in-store and online presence.
- Ulta BeautymajorBeauty specialty retailer carrying UNbrush Curl, UNbrush Smooth, and full UNbrush product line. Represents premium positioning in beauty retail.
- NordstrommajorPremium department store partnership for UNbrush products representing upscale retail positioning.
- AmazonmajorMarketplace partnership through Amazon Buy With Prime for convenient online shopping with separate return policy (30-day vs 14-day direct).
- TikTok ShopminorSocial commerce partnership enabling in-app purchases. FHI Heat operates @fhiheat TikTok shop for UNbrush Curl and other products.
- Sally Beauty, SalonCentricminorProfessional beauty supply distributors serving hairstylists and salon professionals with professional-grade tools.
- Bloomingdale's, HSN, Kohl's, Urban Outfitters, Anthropologie, Von Maur, Colorful BlackminorAdditional retail distribution partners representing various market segments from premium department stores to specialty retailers.
- Affiliate/Influencer PartnerscoreAffiliate marketing program with tiered commission structure, exclusive gifts, discount codes, paid campaign opportunities, and content creation partnerships. Pro Affiliate Program for professional stylists.
Scale indicators4 records
Recent moves6 records
Expansion highlights8 records
FHI Heat competitors and assessment
Company assessmentDirect peers
- Conair: Conair is a direct competitor across hair dryers, flat irons, curling irons, and detangling brushes sold through mass retail. Like FHI Heat, Conair serves both consumer and professional/salon channels and competes on similar price tiers.
- Hot Tools: Hot Tools is a direct peer in professional-grade hair dryers, curling irons, and flat irons distributed through Sally Beauty, SalonCentric, and mass retail — overlapping FHI Heat's pro and consumer channels and price points.
- BaByliss: BaByliss competes with FHI Heat across hair dryers, flat irons, curling irons, and multi-stylers, with a strong professional/salon heritage and overlapping consumer retail presence.
- T3 Micro: T3 Micro is a direct peer in premium hair styling tools (dryers, curling irons, wands) competing in the same premium price band as FHI Heat's Innovator Collection, with comparable department-store and specialty beauty distribution.
- CHI (Farouk Systems): CHI is a direct peer in professional-grade flat irons, curling irons, and hair dryers sold through salons and mass retail, mirroring FHI Heat's hybrid pro/consumer model and technology-driven positioning.
- Beachwaver: Beachwaver is a direct peer in curling irons (rotating barrels) and hair styling tools with strong D2C and influencer-driven marketing similar to FHI Heat's affiliate and Pro Affiliate programs.
Broad incumbents
- Revlon: Revlon is a broad incumbent in beauty and personal care that competes with FHI Heat in hair styling tools (Revlon One-Step, dryers, irons) and is widely distributed in the same mass and drug retail channels.
- Dyson: Dyson competes directly with FHI Heat in premium hair dryers (Supersonic) and multi-stylers (Airwrap) at the top of the price band, and its marketing scale and R&D investment set the premium benchmark FHI Heat's Innovator Collection is benchmarked against.
Emerging players
- Pattern Beauty: Pattern Beauty is an emerging player focused on textured/curly hair products and tools, overlapping FHI Heat's UNbrush Curl segment and the textured-hair consumer that the company's curly/coily brush variants target.
- BondiBoost: BondiBoost is an emerging DTC hair care brand with strong social-media-driven traction, comparable to FHI Heat's TikTok-Shop-led and influencer-affiliate growth motion around UNbrush.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks5 records
Key highlights6 records
Customer concentration
FHI Heat social profiles
Digital presenceFHI Heat financial estimates
Financial estimateRevenue estimate
Valuation estimate
FHI Heat leadership team
Management profileNumber of profiles
FHI Heat funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
FHI Heat M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about FHI Heat
What does FHI Heat do?
FHI Heat designs, manufactures, and sells professional-grade hair styling tools and detangling brushes. Core products include hair dryers, flat irons, curling irons, multi-stylers, blow-dry brushes, and the signature UNbrush detangling brush line. The company also offers complementary hair care products such as conditioning treatments, detangling sprays, and styling aids, sold both directly to consumers and through licensed collaborations with Disney, Sanrio, and Mattel.
Is FHI Heat a public or private company?
FHI Heat is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was FHI Heat founded?
FHI Heat was founded in 2004. It employs 101 to 250 people.
Where is FHI Heat based?
FHI Heat is headquartered in Norwalk, United States, in the North America region.
How does FHI Heat make money?
Three revenue lines are on record. Hair Styling Tools Sales are the primary driver. The others are hair Care Products and loyalty Program.
Who are FHI Heat's main competitors?
Direct peers on record are Conair, Hot Tools, BaByliss, T3 Micro, CHI (Farouk Systems) and Beachwaver. Broad incumbents are Revlon and Dyson. Emerging players are Pattern Beauty and BondiBoost.
Does FHI Heat have an API?
No public API is recorded for FHI Heat.
What industry is FHI Heat in?
FHI Heat's product category is Hair Styling Tools. Its primary akta.pro industry code is CRABAKAG, Hair Brushes, Combs & Detangling Tools, with a secondary code of CRABAKAF, Hair Styling Tools (Dryers, Straighteners, Curlers). Its NAICS code is 339994 and its SIC code is 2844.