Beauty by Imagination

What Beauty by Imagination does

Beauty by Imagination (BBI) is a privately-held platform company, established in 2016 under private equity sponsor ACON Investments, that consolidates six heritage and emerging hair care brands under a single corporate structure. The portfolio includes Wet Brush (first detangler brush launched 2005), Goody (100+ year heritage hair accessories), Bio Ionic (salon-quality heat tools with proprietary Moisturizing Heat™ mineral complex technology), Ouidad (curl-specialty brand founded 1984 with patented cutting techniques and flagship salons in New York and Fort Lauderdale), Curls (certified organic natural hair care founded 2002), and ACE (men's grooming tools with 100+ year heritage). BBI's technology layer centers on physical product innovation — proprietary bristle designs, mineral-infused heat systems, and patented styling methods — rather than software platforms.

BBI generates revenue primarily through wholesale and retail sales of physical hair care products (hardware sales model) across its brand portfolio, complemented by direct-to-consumer e-commerce via brand-specific websites, controlled Amazon Brand Registry sales, and professional salon distribution channels. Pricing is not publicly disclosed but products are positioned at varied retail price points. The company serves two primary segments: individual consumers across mass-market, premium, and natural/organic price tiers, and salon professionals requiring pro-grade tools and curl-specialty products.

Operationally, BBI is headquartered in Manhattan, New York with additional facilities in Commack, Long Island, and employs 101-250 staff. The company is led by CEO Doug Gillespie (appointed post-2023) and governed by a board with majority ACON Investments representation. Strategic execution is supported by an expanded fulfillment partnership with Barrett Distribution Centers (extended in March 2026 to include Goody) and active brand-ambassador programs targeting athletes, celebrities, and influencer marketing channels.

Name

Beauty by Imagination

Legal name

Beauty by Imagination Inc.

Website

https://bbicompany.com

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

101–250 employees

Short description

Beauty by Imagination is a private ACON Investments-backed platform that consolidates six hair care brands — Wet Brush, Goody, Bio Ionic, Ouidad, Curls, and ACE — selling brushes, accessories, heat tools, and curl products through DTC, retail, and salon channels.

Ownership category

akta.pro rank

Product category

Hair Care Products

NAICS

Cosmetics, Beauty Supplies, and Perfume Retailers (45612)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

Hair Care (Shampoo, Conditioner, Styling, Treatments) (CRADANAE)

akta.pro secondary industries

Hair & Scalp Devices/Tools (Dryers, Straighteners, Brushes) (CRABABAG), Hair Styling Tools (Dryers, Straighteners, Curlers) (CRABAKAF), Salon Hair Tools & Electricals (Dryers, Irons, Clippers) (CRABALAD), Hair Accessories (Clips, Bands, Headbands) (CRABAKAH)

Keywords

• Hair care products
• Hair styling accessories
• Professional hair tools
• Detangler brushes
• Curly hair products

Headquarters

HQ city

New York

HQ country

United States

HQ region

North America

Offices4 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Marketing or Sales, Personnel, Operations, Technology or R&D

Revenue model

1. Hair Care Product Sales: BBI generates revenue through the sale of hair brushes, accessories, heat styling tools, and hair care products across its portfolio of brands including Wet Brush, Goody, Bio Ionic, Ouidad, Curls, and ACE

Go-to-market motion1 record

Distribution channels4 records

Marketing channels5 records

Core offering

Beauty by Imagination is a platform company that owns and operates a portfolio of consumer haircare brands, selling hair brushes, hair accessories, heat styling tools, and hair care formulations directly to consumers and through salon professionals. Core product lines include Wet Brush (detangler brushes), Goody (hair accessories), Bio Ionic (salon-quality heat tools), Ouidad (curly hair products and salon services), Curls (certified organic hair care), and ACE (performance grooming tools). Revenue is generated primarily through sale of these physical haircare products via brand websites, controlled Amazon presence, retail partners, and professional salon channels.

Product overview

Beauty by Imagination is a global haircare company operating as a platform of diverse, market-leading brands under the Beauty by Imagination/ACON Investments LLC portfolio. The company manages physical consumer product brands including Wet Brush (hair detangler brushes), Goody (hair accessories), Bio Ionic (salon-quality heat styling tools), Ouidad (curly hair products and salon services), Curls (natural hair products), and ACE (performance grooming tools). All brands are driven to be the most trusted choice for happy, healthy hair, serving both consumers and salon professionals.

Differentiator

Problem solved

Functional benefit

Brands

• Wet Brush: Hair detangling brush brand launched in 2005 as the first detangler; offers innovative designs for pros and consumers to style and manage hair with less pain, effort, and breakage
• Goody
• Bio Ionic
• Ouidad
• Curls
• ACE

Products and services

• Wet Brush Hair detangler brushes and styling tools featuring innovative designs and patterns that help pros and consumers style and manage hair with less pain, effort, and breakage. Sold directly to consumers and through salon professionals.
• Goody Hair accessories including bright prints, patterns, fashion accessories, hair ties, clips, ouchless elastics, and never-fail styling essentials for everyday consumer use.
• Bio Ionic Salon-quality heat styling tools including curling irons and other professional-grade hair tools that leverage proprietary mineral complex formulas to generate Moisturizing Heat™ and create long-lasting styles without compromising hair health. Sold to both salon professionals and consumers.
• Ouidad Curl-specific hair care products formulated with nourishing botanical ingredients, combined with flagship salon services in New York City and Fort Lauderdale using patented cutting and styling techniques dedicated to naturally curly hair.
• Curls Natural hair care products formulated with certified organic ingredients for curly-haired women, targeted at consumers seeking clean, fair-trade beauty products.
• ACE Performance grooming tools including the iconic back pocket comb and a complete line of modern, precision-engineered implements (combs and hair implements) for men's grooming on the go.

Quantifiable outcome

• First detangler brush brand since 2005, pioneering a new product category
• +1 more outcomes

Named customers5 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

One partnership is on record.

• Barrett Distribution CenterscoreOthers · 19 March 2026BBI expanded its partnership with Barrett Distribution Centers to include the Goody brand's fulfillment across its U.S. brands. The collaboration supports eCommerce and retail fulfillment at Barrett's Memphis campus, aiming to improve efficiency, reduce costs, and support BBI's growth.

Scale indicators2 records

Recent moves2 records

Expansion highlights5 records

Direct peers

• Helen of Troy: Public consumer products company (NASDAQ: HELE) that owns Conair, Revlon, Hot Tools, and other haircare tool and personal care brands. Directly comparable to BBI as a multi-brand haircare tools/accessories platform with mass-market and salon distribution.
• Dyson: Premium hair tools brand with a strong reputation for high-velocity hair dryers, straighteners, and the Airwrap. Direct competitor to Bio Ionic in the high-end heat styling tool category, especially in DTC and prestige retail.
• Conair: Iconic haircare tools and accessories brand (now part of Helen of Troy's owned segment, but operates as a direct competitor to Wet Brush, Bio Ionic, and Goody in brushes, dryers, and styling tools sold through mass and salon channels.

Broad incumbents

• Unilever: Broad incumbent in personal care owning Dove Hair, TRESemmé, and Sunsilk. Competes with BBI in mass-market haircare and represents the kind of strategic acquirer that could be drawn to BBI's brand portfolio.
• Procter & Gamble: Global CPG giant and broad incumbent that owns Pantene, Head & Shoulders, and Herbal Essences. Competes with BBI's hair care brands (Curls, Ouidad) at the retail shelf and now owns Mielle Organics, a natural hair competitor to Curls.
• L'Oréal: Global beauty incumbent operating Kérastase, L'Oréal Paris, Redken, and Matrix in haircare. Overlaps with BBI's salon-channel positioning (Bio Ionic) and consumer haircare brands (Curls, Ouidad) at the prestige and professional levels.
• Kao Corporation: Japanese CPG company with a significant hair care portfolio including John Frieda, Oribe, and Goldwell (salon). Comparable to BBI for its mix of consumer and salon-pro haircare brands and international reach.

Emerging players

• Pattern Beauty: Curly and coily hair care brand founded by Tracee Ellis Ross. Direct emerging competitor to Ouidad and Curls in the textured-hair segment, with strong celebrity-founder and DTC-led marketing.
• Crown Affair: Premium DTC hair tools and accessories brand (founded by Dianna Cohen) competing in the design-led brush and accessory space. Direct emerging competitor to Wet Brush and Goody in the prestige DTC channel.
• Mielle Organics: Natural hair care brand focused on textured hair, now owned by Procter & Gamble. Direct emerging competitor to Curls and Ouidad in the natural/curly hair care segment, with strong influencer-driven growth.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Subsidiaries6 records

Funding overview

Funding rounds

Investors

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

M&A

Investments

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

Frequently asked questions about Beauty by Imagination