Goody Products

What Goody Products does

Goody Products is a US-based consumer goods company founded in 1907 that designs, manufactures, and distributes branded hair accessories and styling tools — including elastics, claw clips, snap clips, brushes, combs, and related items — under the Goody®, Ouchless®, Luxe, and (via Wet Brush) detangling-brush sub-brands. Its product differentiation rests on proprietary material-science technologies such as ComfortFlex™ (adaptive fit), FOREVER™ Elastics (up to 3x stronger than standard elastics), SlideProof™ Claw Clips (slip-resistant grip), Snap and Go™ Clips (easy-snap styling), and Ouchless® Elastics (damage-free hold), rather than on software or AI capabilities. The company sells through six major US retail channels — Walmart, Target, Amazon, CVS, Albertsons, and Sally Beauty — supplemented by its own direct-to-consumer site at goody.com and claims global distribution across North America, Latin America, Europe, and Asia, with active enforcement of brand integrity through the Amazon Brand Registry and a published Marketplace Policy that excludes unauthorized resellers.

Goody's go-to-market combines mass and specialty retail distribution with selective exclusive launches — Walmart-only Luxe and Target-only Glow Up and Mackenzie-Childs collaboration lines — and brand collaborations (e.g., the March 2026 Goody x Mackenzie-Childs limited-edition collection priced $9.99–$18.99) to drive trend and shelf differentiation. Revenue is generated through one-time hardware sales to individual end-consumers, primarily women and families, at accessible mass-market price points; no subscription, SaaS, or enterprise B2B revenue streams are disclosed. The company's primary customer segment is the horizontal consumer segment for personal hair styling, with pain points around hair damage, durability, comfort, and style variety addressed through its proprietary product platforms.

Ownership transitioned in 2025 when Newell Brands divested Goody to US private equity firm ACON Investments, which has stated intentions to grow the brand via product innovation and broader distribution; Goody had previously acquired JD Beauty in March 2019. The company operates with a lean employee base of 51–100 staff and maintains an active social presence on Instagram, Facebook, and TikTok (@GoodyHair) for top-of-funnel engagement. No revenue figures, board composition, or detailed headcount trends are disclosed in the available source material, limiting granularity on financial scale and trajectory.

Name

Goody Products

Legal name

Goody

Website

https://goody.com

Company type

Private

Founded year

1907

Operating status

Operating

Headcount range

51–100 employees

Short description

Goody Products is a US-founded (1907) hair accessories and styling tools brand, selling elastics, claw clips, brushes, and related items through Walmart, Target, Amazon, CVS, Albertsons, Sally Beauty, and its own e-commerce site to women and families, with global distribution across four continents under PE owner ACON Investments since 2025.

Ownership category

akta.pro rank

Product category

Hair Accessories

NAICS

Health and Personal Care Retailers (4561), Cosmetics, Beauty Supplies, and Perfume Retailers (456120)

SIC

Soap, Detergents, Cleang Preparations, Perfumes, Cosmetics (2840), Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

Hair Accessories (Headbands, Clips, Scrunchies) (CRAAAJAI)

akta.pro secondary industries

Hair Brushes, Combs & Detangling Tools (CRABAKAG), Hair Accessories (Clips, Bands, Headbands) (CRABAKAH)

Keywords

• Hair accessories
• Hair brushes
• Hair elastics
• Claw clips
• Hair styling tools

Headquarters

HQ city

Atlanta

HQ country

United States

HQ region

North America

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Marketing or Sales, Personnel, Infrastructure

Revenue model

1. Hair Accessories and Tools Sales: Goody Products generates revenue through the manufacture and sale of hair brushes, combs, clips, and accessories globally across multiple retail channels. Revenue is derived from one-time product purchases by consumers through retail and e-commerce distribution.

Pricing tiers

Go-to-market motion2 records

Distribution channels7 records

Marketing channels4 records

Core offering

Goody Products manufactures and sells branded hair accessories and styling tools, including hair elastics (Ouchless®, FOREVER™), claw clips (SlideProof™), snap clips (Snap and Go™), brushes, and combs. The company also markets designer-inspired collections (e.g., Luxe) and limited-edition collaborations (e.g., Mackenzie-Childs) sold exclusively through major retail partners. Products incorporate proprietary comfort and durability technologies such as ComfortFlex™ and FOREVER™ Elastics.

Product overview

Goody Products is a hair accessories company founded in 1907, offering a portfolio of branded hair care products including elastics, claw clips, snap clips, and brushes. The product lineup centers on core brands like Ouchless® Elastics (damage-free hold), SlideProof™ Claw Clips (style-locking clips), Snap and Go™ Clips (easy snap styling), and FOREVER™ Elastics (enhanced durability up to 3x stronger). The ComfortFlex™ technology feature provides adaptive fit across products. The Luxe sub-brand offers designer-inspired styles exclusively at Walmart, while the Wet Brush brand (acquired through Newell Brands and now under ACON Investments ownership) provides detangling brush solutions. Recent collaboration includes a limited-edition Mackenzie-Childs collection featuring signature patterns across brushes, clips, scrunchies, and hair ties, available at Target, Mackenzie-Childs, and Wet Brush websites.

Differentiator

Problem solved

Functional benefit

Products and services

• Ouchless® Elastics Hair elastics designed for damage-free hold, part of Goody's flagship product line featuring the brand's signature comfort technology. Targeted at consumers seeking gentle, non-damaging everyday hair ties.
• FOREVER™ Elastics Durable hair elastics engineered to be up to 3x stronger than standard elastics, designed to maintain hold and elasticity over extended, repeated use. Targeted at consumers seeking long-lasting everyday hair ties.
• SlideProof™ Claw Clips Claw clips designed to lock in hairstyles with secure grip technology, engineered to prevent slipping during wear. Targeted at consumers seeking reliable all-day hold for styling.
• Snap and Go™ Clips Clips designed for easy snap-on application and removal, facilitating convenient styling routines. Targeted at consumers seeking quick, everyday styling accessories.
• Luxe Hair Accessories Collection Designer-inspired hair accessories collection offering elevated style, exclusively available at Walmart. Targeted at consumers seeking fashion-forward, premium-looking everyday hair accessories.
• Goody x Mackenzie-Childs Limited-Edition Hair Accessories Collection Limited-edition hair accessories collection featuring Mackenzie-Childs' signature Courtly Check, Rosy Check, and Butterfly Toile patterns across detangling brushes, claw clips, scrunchies, and hair ties. Targeted at consumers seeking patterned, fashion-forward hair accessories via a heritage home décor brand collaboration.
• Wet Brush (acquired brand) Hair detangling brushes and tools brand owned alongside Goody under ACON Investments. Targeted at consumers seeking detangling brush solutions, co-marketed with Goody in the Mackenzie-Childs limited-edition collection.

Quantifiable outcome

• Forever Elastics are up to 3x stronger than standard elastics
• +2 more outcomes

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Four partnerships are on record, tiered minor and core.

• Mackenzie-ChildsminorGTM or Marketing Partner · 1 March 2026Goody and Wet Brush partnered with Mackenzie-Childs, an American-heritage home décor brand, on a limited-edition hair accessories collection featuring Mackenzie-Childs' signature Courtly Check, Rosy Check, and Butterfly Toile patterns across detangling brushes, claw clips, scrunchies, and hair ties. The collection launched March 1, 2026 at Target stores and websites, as well as Mackenzie-Childs and Wet Brush websites, with price points from $9.99 to $18.99.
• Wet BrushminorGTM or Marketing Partner · 1 March 2026Goody and Wet Brush, both hair accessories and tools brands, co-partnered with Mackenzie-Childs on a limited-edition collection. The collaboration leverages both brands' retail presence (Target, Wet Brush website) to distribute the collection.
• TargetcoreChannel Partner/ Reseller/ Distributor · 1 March 2026Target serves as a primary exclusive retail partner for Goody's limited-edition collaborations and new product launches. The 'Goody Got a Glow Up' exclusive product line and Mackenzie-Childs collaboration are both exclusive to Target at launch.
• WalmartcoreChannel Partner/ Reseller/ DistributorWalmart is a major national retail channel for Goody products, carrying the full range including the exclusive Luxe collection. Goody maintains an official storefront presence on Walmart.com.

Scale indicators6 records

Recent moves7 records

Expansion highlights5 records

Broad incumbents

• Remington: Remington is a long-standing incumbent in hair styling tools and accessories, with comparable mass retail distribution. It overlaps with Goody in brushes and accessories but is anchored in electrical styling tools.
• Revlon: Revlon is a broad incumbent in mass beauty and personal care, with hair accessories as part of a wider cosmetics portfolio. While not a pure-play hair accessory competitor, it competes for shelf space and consumer mind-share in personal care aisles.
• BaByliss: BaByliss is a broader incumbent in professional and consumer hair styling tools (dryers, straighteners, brushes). It overlaps with Goody in the brushes and tools subcategory but extends into electrical styling tools.

Emerging players

• Kitsch: Kitsch is a fast-growing DTC and retail hair accessories brand (scrunchies, clips, headbands) competing for the same women-and-millennials shopper as Goody, particularly through trend-driven limited drops and influencer marketing.
• Slip: Slip is a premium silk-based hair accessories and sleep brand that competes for the same styling-conscious women consumer at much higher price points, illustrating how Goody's category attracts premium and mainstream entrants.
• Drybar: Drybar is a blowout-focused hair tools and products brand that overlaps with Goody in brushes and styling accessories for women, though its core is in salon services and electrical tools rather than elastics/clips.

Direct peers

• Wet Brush (brand): Wet Brush is a detangling brush brand owned alongside Goody under ACON Investments and co-marketed with Goody in collaborations (e.g., Mackenzie-Childs). It is a direct peer in the brush category and shares retail relationships.
• Conair: Conair is one of Goody's largest direct competitors in hair brushes, combs, accessories, and styling tools, with comparable mass and specialty retail distribution. Its Scunci sub-brand competes head-to-head with Goody on elastics and clips.
• Claire's: Claire's is a specialty retailer of hair accessories, jewelry, and beauty items targeting tweens and teens. It competes with Goody in the hair clips and accessories subcategory through both its own stores and licensed brands.
• Scunci (by Conair): Scunci is Conair's flagship mass-market hair accessories line, directly competing with Goody's Ouchless® and FOREVER™ elastics and clip products at Walmart, Target, and drugstores.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/goody
• Instagraminstagram.com/goodyhair
• TikToktiktok.com/@goodyhair
• Xx.com/goodyhair
• LinkedInlinkedin.com/company/goody-products-inc

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A1 record

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Goody Products