Annie

Name

Annie

Legal name

Annie International, Inc.

Website

https://annieinc.com

Company type

Private

Founded year

1995

Operating status

Operating

Headcount range

101–250 employees

Short description

Annie International is a privately held, US-based manufacturer and direct-to-consumer distributor of professional and consumer hair care tools, accessories, and salon supplies, selling through a Shopify storefront under 10+ sub-brands and serving both stylists and individual consumers with a focus on textured and multicultural hair.

Ownership category

akta.pro rank

Product category

Hair Care Tools & Accessories

NAICS

Cosmetics, Beauty Supplies, and Perfume Retailers (45612), Health and Personal Care Retailers (4561)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844), Retail-Apparel & Accessory Stores (5600)

akta.pro primary industry

Hair & Scalp Devices/Tools (Dryers, Straighteners, Brushes) (CRABABAG)

akta.pro secondary industries

Salon Hair Tools & Electricals (Dryers, Irons, Clippers) (CRABALAD), Hair Accessories (Clips, Bands, Headbands) (CRABAKAH), Salon Retail & Backbar Consumables (Disposables, Capes, Towels, Sanitizers) (CRABALAJ)

Keywords

• Professional hair brushes
• Hair styling tools
• Salon supplies
• Textured hair care
• Multicultural hair accessories

Headquarters

HQ city

North Wales

HQ country

United States

HQ region

North America

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Product Sales: Annie International generates revenue through direct-to-consumer sales of hair care tools, accessories, and professional salon equipment via their e-commerce storefront. The company sells a wide range of products including brushes, combs, styling tools (hair dryers, flat irons, curling irons), hair color accessories, hair accessories (bonnets, durags, headwraps), and professional salon supplies. Revenue is one-time transaction-based with no subscription component.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels4 records

Core offering

Annie International manufactures and distributes professional and consumer hair care tools and accessories—including brushes, combs, styling tools, hair accessories, and salon supplies—through its Shopify-powered e-commerce storefront and wholesale partnerships. The portfolio is organized under multiple sub-brands (Annie, Hot & Hotter, Ms. Remi, Mr. Durag, Broadus Collection, Avatar, Almine, PrimeX, Joy, Ozen, Swanee) each targeting specific niches within the hair care market, with particular specialization in textured and multicultural hair care.

Differentiator

Problem solved

Functional benefit

Brands

• Hot & Hotter: Hair styling tools including hair dryers, flat irons, curling irons, and hot brushes
• Ms. Remi
• Mr. Durag
• Avatar
• Broadus Collection
• Almine
• PrimeX
• Ozen
• Joy
• Swanee

Products and services

• Annie Core Hair Brushes & Combs Professional and consumer hair brushes and combs covering detangling, edge styling, scalp massage, thermal styling, blow-drying, wet/dry use, wig care, and salon/barber cutting. Sold via annieinc.com to individual consumers and professional stylists/barbers.
• Hot & Hotter Professional Styling Tools Sub-brand specializing in professional-grade hair dryers, curling irons, flat irons, barrel wavers, hot brushes, hood dryers, and heat styling tools for salon professionals and consumers.
• Ms. Remi Headwear & Hair Protection Sub-brand of silky bonnets, headwraps, turbans, scarves, and durags designed for textured and multicultural hair protection and style.
• Mr. Durag Wave Caps & Durags Sub-brand of premium durags and wave caps engineered for wave maintenance, style preservation, and comfortable extended wear, including shower and conditioning caps.
• Broadus Collection Fashion Scarves Sub-brand offering headwrap scarves designed in collaboration with Shante and Snoop Dogg, featuring patterned silky fabrics for fashion and hair protection.
• Avatar Hair Color & Wig Adhesives Sub-brand offering semi-permanent hair colors and lace/wig bonding adhesives for wig installation and color application.
• Almine Personal Care Tools Sub-brand specializing in facial dermaplaners, brow trimmers, nail care tools, and other personal grooming instruments.
• PrimeX Styling Combs & Picks Sub-brand offering specialty twist combs, pik combs, and styling implements for textured and natural hair.
• Joy Kids' Hair Accessories Sub-brand of kids' hair accessories and craft supplies including hair beads, braid beads, barrettes, ponytailers, and children's headwear.
• Ozen Beauty Containers & Dispensers Sub-brand of bottles, spray bottles, and cosmetic jars used for storing and dispensing beauty products.
• Swanee Bath Accessories Sub-brand offering bath and body accessories.
• Annie Professional Salon Supplies Professional salon equipment and consumables category including bags, totes, capes, dispensers, gloves, shampoo sprayers, salon foil, hair shears, mannequin heads, mannequin stands, neck dusters, salon dryers, and retail displays for salon and barber operations.
• Annie Hair Coloring Kit, 3 Pieces, Black Three-piece hair coloring kit including a collapsible mixing bowl, pour spout applicator brush, and combed edge brush, designed for precise and professional hair coloring application at home or in salons.
• Hot & Hotter Ceramic Auto Curler 1 Inch, Grey Ergonomic automatic ceramic curling iron with digital controls and cool-touch tip, designed to deliver salon-quality curls with hands-free operation.
• Mr. Durag Shower & Conditioning Cap Braid, Black Super long, dual-layered silky satin shower cap specifically designed to protect and condition braided hairstyles during showering.
• Mr. Durag Shower & Conditioning Cap XL, Black Sleek, dual-layered satin shower cap in XL sizing designed for durable, protective conditioning and styling of textured hair.
• Almine Dual Ended Multi-Purpose Dermaplane Razor Set, 3 Count, Assorted Color Three-piece dual-ended dermaplane razor set in assorted pastel colors with protective caps and ergonomic handles, designed for precise skin exfoliation and facial grooming.
• Annie Effortless Q Style & Define Brush Extra Thick Bristles Detangling and styling brush with vibrant pink handle, extra thick bristles, and a pointed tail designed for textured hair detangling and definition.

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• ShopifycoreTechnology or IntegrationAnnie International's e-commerce operations are powered by Shopify's platform, providing the technical infrastructure for their online storefront including payment processing (Shop Pay), checkout optimization, and store management capabilities.

Scale indicators1 record

Direct peers

• Conair: Conair is a leading manufacturer of hair care tools and accessories (dryers, flat irons, brushes) sold both to professionals and consumers—directly overlapping Annie's core styling-tools business across comparable price tiers.
• The Stylist Group / Diane Products: Fromm/Diane is a manufacturer of professional salon tools (combs, brushes, clips, capes) sold to barbers and stylists—the closest comparable in the professional backbar and accessory category Annie serves.
• Hot Tools: Hot Tools is a professional-grade styling tools brand offering curling irons, flat irons, and dryers sold through beauty supply stores and salons—the same professional-plus-consumer GTM motion Annie pursues with Hot & Hotter.
• Beauty Supply Group (BSG): Beauty Supply Group is a wholesale distributor and manufacturer of salon products and hair care accessories serving beauty supply stores—directly analogous to Annie's B2B channel ambitions and product mix.

Emerging players

• Mielle Organics: Mielle Organics is a fast-growing textured hair care brand (now P&G-owned) with strong multicultural consumer positioning; an emerging competitor to Annie's textured hair care portfolio.
• Pattern Beauty: Pattern Beauty is a venture-backed textured hair care brand founded by Tracee Ellis Ross, targeting the same multicultural/textured hair consumer that Annie serves with Ms. Remi, Mr. Durag, and textured brushes—but with stronger celebrity-driven brand equity.
• Camille Rose: Camille Rose is a textured hair care brand serving multicultural consumers through DTC and retail—another emerging player targeting the same textured hair community Annie addresses with its dedicated product lines.

Broad incumbents

• Dyson: Dyson is a premium technology-led styling tools brand with strong direct-to-consumer e-commerce—the aspirational incumbent that defines the ceiling on pricing and brand expectations in the styling tools category Annie competes in.
• Sally Beauty Holdings: Sally Beauty is the largest specialty retailer of professional beauty supplies, including the exact hair care tools and accessories Annie sells—positioning Annie as a potential supplier while Sally Beauty also competes indirectly via its private-label assortment.
• Revlon: Revlon is a major beauty conglomerate with hair care tools and styling products competing across mass and professional channels; broader portfolio but direct overlap with Annie's styling and hair color accessories.

Market position

Customer concentration

• YouTubeyoutube.com/channel/UCCCISzmvPoqeJqTeb6Zybuw
• Facebookfacebook.com/AnnieInternationalInc
• Instagraminstagram.com/annie__brands/?hl=en
• TikToktiktok.com/@annieinc.com
• Xx.com/annieintlinc

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Annie