CHI
CHI, founded in 1986 by Farouk Shami, is a Houston-based professional haircare and styling tool brand operating under Farouk Systems, Inc., selling proprietary ceramic and volcanic lava ceramic products and tools to stylists and consumers via DTC e-commerce and the Pro CHI program.
- Company typePrivate
- Founded1986
- HeadquartersHouston, United States
- Headcount11–50
- GTM typeB2B and B2C
- OfferingHardware or Manufacturing
What CHI does
CHI is a Houston, Texas-based professional haircare and styling tool brand founded in 1986 by Dr. Farouk Shami and operated as a division of Farouk Systems, Inc. The company sells a broad portfolio of haircare products (shampoos, conditioners, leave-in treatments, thermal protection sprays, finishing sprays, masks, oils) and professional-grade styling tools (flat irons, curling irons and wands, hair dryers) organized into multiple branded lines including CHI LAVA, CHI Infra, CHI Keratin, CHI Vibes, Royal Treatment, CHI Care, CHI Pour Homme, and the BioSilk sub-brand, plus a pet grooming extension. Its core technological differentiators are proprietary CHI Ceramic heating technology, CHI LAVA (a patented fusion of ceramic and volcanic lava), the CHI 44 Ceramic and Cationic Hydration Interlink formula platform, and infrared heat penetration, which together underpin the brand's positioning in even-heat distribution, frizz reduction, color protection, and thermal styling performance.
CHI generates revenue primarily through one-time product sales across its DTC e-commerce storefront chi.com (with free shipping on orders over $50, unit prices ranging from roughly $8 for styling sprays to $159+ for premium tools) and through the Pro CHI exclusive program targeting professional stylists and salon operators. A secondary revenue and loyalty lever is professional education delivered through CHI Lone Star College and education.chi.com, supplemented by the CHI Cancun Conference 2026 event. Distribution combines global DTC e-commerce, the stylist-only Pro CHI channel, a salon locator that drives consumers to professional service providers, and domestic order pickup at Farouk Systems-operated physical stores. The customer base spans two horizontal segments — professional stylists and salon owners (primary, enterprise-tier via Pro CHI) and individual consumers seeking salon-grade results at home — with no named enterprise anchor accounts and no disclosed institutional or public-market ownership.
CHI firmographics
Firmographics- Name
- CHI
- Legal name
- Farouk Systems, Inc.
- Website
- https://chi.com
- Company type
- Private
- Founded year
- 1986
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- CHI, founded in 1986 by Farouk Shami, is a Houston-based professional haircare and styling tool brand operating under Farouk Systems, Inc., selling proprietary ceramic and volcanic lava ceramic products and tools to stylists and consumers via DTC e-commerce and the Pro CHI program.
- Ownership category
- akta.pro rank
CHI industry classification
Industry- Product category
- Professional Haircare and Styling Tools
- NAICS
- Cosmetics, Beauty Supplies, and Perfume Retailers (456120)
- SIC
- Perfumes, Cosmetics & Other Toilet Preparations (2844)
- akta.pro primary industry
- Hair Care (Shampoo, Conditioner, Styling, Treatments) (CRADANAE)
- akta.pro secondary industries
- Hair Styling Tools (Dryers, Straighteners, Curlers) (CRABAKAF), Professional Hair Care (Shampoo, Conditioner, Treatments) (CRABALAB), Professional Hair Styling & Finishing (CRABALAC)
Keywords
Where CHI is headquartered
LocationHeadquarters
- HQ city
- Houston
- HQ country
- United States
- HQ region
- North America
Offices2 records
Markets served
CHI business model
Business model- GTM type
- B2B and B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Personnel, Marketing or Sales, Operations, Technology or R&D
Revenue model
- Product Sales: One-time product sales across haircare consumables (shampoos, conditioners, treatments, styling products) and professional-grade styling tools (flat irons, curling irons, hair dryers, brushes).
- Professional Education: CHI offers education programs through CHI Lone Star College and education.chi.com for professional stylists, potentially generating revenue through training and certification.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Haircare Products - Entry to Mid-range |
| Unit Pricing | Pay-as-you-go | Professional Styling Tools - Premium |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels9 records
CHI product offering
Product offeringCore offering
CHI designs, manufactures, and sells professional-grade haircare products and thermal styling tools under its own brand portfolio. The portfolio includes flat irons, curling irons, hair dryers, shampoos, conditioners, leave-in treatments, thermal protection sprays, finishing sprays, men's grooming items, and pet grooming products across sub-brands such as CHI LAVA, CHI Infra, BioSilk, CHI Keratin, CHI Vibes, and Royal Treatment. Sales occur primarily through chi.com direct-to-consumer e-commerce and through the Pro CHI program serving licensed stylists and salons.
Product overview
CHI is a professional-grade hair care and styling tool company founded by Farouk Shami, offering a comprehensive portfolio of products organized into multiple branded lines. The core product ecosystem includes CHI LAVA tools featuring volcanic lava ceramic technology, the CHI Infra line with CHI 44 Ceramic and Cational Hydration Interlink, the BioSilk sub-brand with silk protein formulations, CHI Keratin protein-based products, CHI Vibes vegan styling solutions, and the premium Royal Treatment line with white truffle and pearl complex. The company also offers CHI Care for everyday essentials, CHI Pour Homme for men, and pet grooming products under CHI for Dogs and BioSilk for Dogs. Product categories span professional styling tools (flat irons, curling irons, hair dryers), hair care (shampoo, conditioner, treatments), styling products (hairsprays, gels, creams), and body care. All products are cruelty-free with many being paraben and sulfate-free.
Differentiator
Problem solved
Functional benefit
Brands
- BioSilk: Haircare line inspired by silk, transforming hair with brilliant shine, frizz control, and lasting strength.
- CHI Infra
- CHI Lava
- CHI Vibes
- Royal Treatment
- CHI Keratin
Products and services
- CHI LAVA Styling Tools and Haircare Line Hair styling tools and haircare products infused with volcanic lava ceramic technology that ensures even heat distribution for frizz reduction, enhanced shine, and professional styling results. Targeted at stylists and consumers seeking premium thermal styling performance.
- CHI Infra Haircare Line Haircare products utilizing CHI 44 Ceramic and Cationic Hydration Interlink technology that interlocks vital moisture in the inner structure of hair, providing moisture, strength, and shine with thermal protection. Targeted at consumers and stylists focused on hydration and damage repair.
- BioSilk Haircare Line
- CHI Keratin Haircare Line
- CHI Vibes Haircare and Styling Line
- Royal Treatment Premium Haircare Line
- CHI Care Everyday Essentials Line
- CHI Pour Homme Men's Grooming Line
- CHI Flat Irons Professional-grade ceramic and volcanic lava ceramic hairstyling irons for smooth, consistent heat styling, available across standard and anniversary special editions.
- CHI Curling Irons and Wands
- CHI Hair Dryers
- CHI Shampoo and Conditioner
- CHI Leave-In Treatments
- CHI Thermal Protection Sprays
- CHI Hairsprays and Styling Sprays
- CHI for Dogs and BioSilk for Dogs Pet Grooming Line
- CHI LAVA Ultra Curl Volcanic Lava Curling Iron Curling iron featuring advanced volcanic lava ceramic technology with even heat distribution for healthier styling, part of the CHI LAVA line.
- LAVA Ruby Anniversary Edition 1 Inch Hairstyling Iron Special edition flat iron celebrating CHI's 40 years of innovation, featuring LAVA mineral-infused plates, 30-second quick heat-up, preset 392F temperature, and 5x color lock protection.
Quantifiable outcome
- CHI LAVA tools provide 5x Color lock protection against color fading
- +2 more outcomes
Companies that use CHI
Customer profileNamed customers1 record
Segments2 records
Ideal customer profiles2 records
CHI technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
CHI partnerships and signals
Strategic signalScale indicators1 record
Recent moves5 records
Expansion highlights5 records
CHI competitors and assessment
Company assessmentDirect peers
- Olaplex: Bond-building professional haircare brand that pioneered a science-led chemistry story sold across prestige and professional channels, directly competing with CHI's treatment and bond-protection SKUs in the same salons and DTC channels.
- Paul Mitchell: Long-standing professional haircare company with parallel salon, school, and DTC distribution, overlapping directly with CHI's Pro CHI stylist program and educational platform.
- Moroccanoil: Premium haircare brand anchored by a signature argan oil treatment sold through salons and direct e-commerce, directly comparable to CHI's treatment-led positioning and stylists-led channel mix.
- Davines: Independent sustainability-led professional haircare brand with adjacent product breadth to CHI, also serving stylists and DTC consumers with comparable premium positioning.
- Bio Ionic: Professional styling tool brand leveraging proprietary mineral/ceramic heating technologies, directly comparable to CHI's LAVA and ceramic flat iron/curling iron line up.
Emerging players
- K18 Biomimetic Hairscience: Venture-backed professional leave-in treatment brand commercialized through stylists and DTC, intersecting CHI's bond/care narrative with newer positioning and influencer-led demand generation.
- Amika: Independent, digitally-native professional haircare brand competing for the same shelf space and stylist mindshare as CHI's Infra/Keratin lines, with strong social-driven DTC growth.
Broad incumbents
- Redken: L'Oréal-owned professional haircare brand distributed through a comparable salon + e-commerce model, overlapping with CHI's portfolio in shampoo, conditioner, styling, and color services.
- Kérastase: L'Oréal's luxury hair care division providing premium and professional offerings that compete with CHI's Royal Treatment and treatment-tied positioning across prestige retail and salons.
- Matrix: L'Oréal's broad professional haircare label covering shampoos, color, and styling on a salon + DTC model with overlapping product categories to CHI's portfolio.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks5 records
Key highlights6 records
Customer concentration
CHI social profiles
Digital presenceCHI compliance and trust
Trust signalCompliance2 records
CHI financial estimates
Financial estimateRevenue estimate
Valuation estimate
CHI leadership team
Management profileNumber of profiles
Profiles1 record
CHI subsidiaries and ownership
Company hierarchySubsidiaries1 record
CHI funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
CHI 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 CHI
What does CHI do?
CHI designs, manufactures, and sells professional-grade haircare products and thermal styling tools under its own brand portfolio. The portfolio includes flat irons, curling irons, hair dryers, shampoos, conditioners, leave-in treatments, thermal protection sprays, finishing sprays, men's grooming items, and pet grooming products across sub-brands such as CHI LAVA, CHI Infra, BioSilk, CHI Keratin, CHI Vibes, and Royal Treatment. Sales occur primarily through chi.com direct-to-consumer e-commerce and through the Pro CHI program serving licensed stylists and salons.
Is CHI a public or private company?
CHI is a private company. It is classified as family owned and is currently operating.
When was CHI founded?
CHI was founded in 1986. It employs 11 to 50 people.
Where is CHI based?
CHI is headquartered in Houston, United States, in the North America region.
How does CHI make money?
Two revenue lines are on record. Product Sales are the primary driver. The others are professional Education.
Who are CHI's main competitors?
Direct peers on record are Olaplex, Paul Mitchell, Moroccanoil, Davines and Bio Ionic. Emerging players are K18 Biomimetic Hairscience and Amika. Broad incumbents are Redken, Kérastase and Matrix.
Does CHI have an API?
No public API is recorded for CHI.
What industry is CHI in?
CHI's product category is Professional Haircare and Styling Tools. Its primary akta.pro industry code is CRADANAE, Hair Care (Shampoo, Conditioner, Styling, Treatments), with a secondary code of CRABAKAF, Hair Styling Tools (Dryers, Straighteners, Curlers). Its NAICS code is 456120 and its SIC code is 2844.