Mane Addicts

What Mane Addicts does

Mane Addicts is a Los Angeles-based digital hair care media platform and direct-to-consumer product company. Founded in 2014 by celebrity hairstylist Jen Atkin, the company operates Mane Addicts as an editorial site publishing trend forecasts, styling tutorials, and product reviews that drive organic traffic and monetize audiences through affiliate links to third-party brands such as Dyson, ghd, and Cécred. In March 2023, the company launched its own product line called Mane, offering professional-grade hot tools, hair care products, and accessories under the tagline "pro-level tools at affordable prices." The product portfolio is anchored by an interchangeable styling system called The Power Bottom (introduced February 2024), which serves as a base unit powering multiple attachable styling tools (curling iron, curling wand, jumbo waver) priced at $50 each, alongside an initial lineup that includes the award-winning Triple Ripple Jumbo Hair Waver, an ionic hair dryer, a multi-use flat iron, curling iron, and curling wand. Accessories span detangling brushes, wide-tooth combs, sectioning clips, and headbands, with hair care extensions including heat protector spray, dry shampoo foam, and hair and body mists.

The company sells Mane-branded products through two primary channels: direct-to-consumer e-commerce at HeyMane.com and premium retail partnership with Sephora (both in-store and online). Mane Addicts maintains a sustainability narrative through its "People, Planet, Paws" pillars and a first-of-its-kind hair tool recycling partnership with Pact Collective, which redirects functional tools to Project Glimmer for donation. The business model combines hardware sales (Mane branded products) with affiliate/referral commerce from editorial content featuring third-party products, targeting beauty enthusiasts and premium beauty consumers interested in trend-driven hair styling and professional-grade at-home results. The company employs 11-50 people and is privately held with no disclosed external funding.

Name

Mane Addicts

Legal name

Mane Addicts LLC

Website

https://maneaddicts.com

Company type

Private

Founded year

2014

Operating status

Operating

Headcount range

11–50 employees

Short description

Mane Addicts is a Los Angeles-based digital hair care media platform and DTC brand founded by celebrity stylist Jen Atkin in 2014, operating the Mane Addicts editorial site alongside the Mane product line of professional-grade hot tools, accessories, and hair care sold via HeyMane.com and Sephora.

Ownership category

akta.pro rank

Product category

Beauty and Personal Care - Hair Care and Styling Tools

NAICS

Cosmetics, Beauty Supplies, and Perfume Retailers (456120), Cosmetics, Beauty Supplies, and Perfume Retailers (45612)

SIC

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

akta.pro primary industry

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

akta.pro secondary industries

Hair Styling Tools (Dryers, Straighteners, Curlers) (CRABAKAF), Hair Accessories (Clips, Bands, Headbands) (CRABAKAH)

Keywords

• Hair care products
• Beauty editorial content
• Professional styling tools
• Hair accessories
• Direct-to-consumer beauty

Headquarters

HQ city

Los Angeles

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

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

Revenue model

1. Product Sales (Mane Hair Care Brand): Direct revenue from selling hot tools, hair care products, and accessories through HeyMane.com and Sephora retail locations. Includes interchangeable styling attachments, hair dryers, brushes, and hair care treatments.
2. Affiliate/Referral Commerce: The editorial site drives traffic to third-party product retailers through affiliate links, earning commissions on referred sales. Featured products from brands like Dyson, ghd, Cécred, and others include tracked affiliate links.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

Mane Addicts operates a hair care editorial platform (maneaddicts.com) that publishes trends, tutorials, and product reviews, alongside its own direct-to-consumer hair care brand called Mane. The Mane brand sells professional-grade hot tools, hair care products, and accessories through HeyMane.com and Sephora retail, featuring an interchangeable styling system (The Power Bottom base) that powers modular curling iron, curling wand, and jumbo waver attachments.

Product overview

Mane Addicts is a hair care editorial platform combined with a direct-to-consumer hair care brand. The core product offering is Mane, a hair styling tool and care brand founded by celebrity stylist Jen Atkin. Mane operates on an interchangeable styling attachment system centered around The Power Bottom base, which powers various styling attachments including the award-winning Triple Ripple Jumbo Hair Waver, 1.25" Jumbo Hair Waver, 1" Curling Iron, and 1.25" Curling Wand. The initial hot tools lineup (2023) included the Triple Ripple Jumbo Hair Waver, This Totally Blows! Ionic Compact Hair Dryer, The Three Way Multi-Use Flat Iron, Handle with Curl 1.5" Curling Iron, and Let's Bounce 1" Curling Wand. Supporting accessories include the Ready or Knot Detangling Brush, wide-tooth comb, sectioning clips, and headbands. The brand emphasizes sustainability through its People, Planet, Paws pillars and partnership with Pact for hair tool recycling. Products are sold through HeyMane.com and Sephora (launched 2024).

Differentiator

Problem solved

Functional benefit

Brands

• Mane: Hair care and styling tools brand featuring hot tools (waver, curling iron, curling wand, flat iron, hair dryer), accessories (detangling brush, wide-tooth comb, sectioning clips, headbands), and hair care products (treatments, stylers). Products designed to be expertly crafted, affordable, and effective.

Products and services

• Mane Hair Care Brand Hair care and styling tool brand from Mane Addicts, founded by celebrity stylist Jen Atkin. Offers professional-grade hot tools at affordable prices, including an interchangeable attachment system, hair care products, and accessories. Sold through HeyMane.com and Sephora.
• The Power Bottom Interchangeable Base Modular hot tool base unit that powers multiple Mane styling attachments (curling iron, curling wand, jumbo waver), reducing the number of tools consumers need while maintaining versatility.
• 1.25" Jumbo Hair Waver Styling Attachment Triple-barrel waver attachment for The Power Bottom base system, delivering natural-looking bends, beachy texture, or glam waves with smooth, shiny, lasting results.
• 1" Curling Iron Styling Attachment Styling attachment for The Power Bottom base system that provides 1" curling iron functionality.
• 1.25" Curling Wand Styling Attachment Styling attachment for The Power Bottom base system that provides 1.25" curling wand functionality.
• This Totally Blows! Ionic Compact Hair Dryer Ionic compact hair dryer from Mane's initial hot tools lineup, designed for everyday styling.
• The Three Way Multi-Use Flat Iron Multi-use flat iron from Mane's initial hot tools lineup for versatile straightening and styling.
• Handle with Curl 1.5" Curling Iron 1.5-inch curling iron from Mane's initial hot tools lineup.
• Let's Bounce 1" Curling Wand 1-inch curling wand from Mane's initial hot tools lineup.
• Triple Ripple Jumbo Hair Waver Standalone triple-barrel jumbo hair waver with award-winning status; the first Mane product launched in March 2023.
• Ready or Knot Detangling Hair Brush Award-winning detangling hair brush priced at $25 from Mane's accessories lineup.
• Ready or Knot Mini Detangling Brush Travel-sized version of Mane's award-winning detangling brush.
• Knot Ur Avg Wide-Tooth Comb Wide-tooth comb in lavender color from Mane's accessories lineup, priced at $15.
• Double Take Dual-Sided Brush Dual-sided brush with black bristle side and metal bristle side for versatile styling, priced at $22.
• Temp Check Heat Protector Heat protector spray for use with hot styling tools.
• Fresh Fluff Dry Shampoo Foam Dry shampoo foam for refreshing hair between washes, priced at $16.
• Bandmate Puffy Headband Padded headband for styling and hair care routines.
• All Grip, No Slip Sectioning Hair Clips Sectioning clips with grip-enhancing silicone bands designed to minimize creases while holding hair securely.
• Pinky Promise Hair & Body Mist Hair and body mist fragrance product from Mane.
• Sea Sweet Hair & Body Mist Hair and body mist fragrance product from Mane's product line.

Quantifiable outcome

• Mane brand achieved Sephora distribution within first year of launch (March 2023)

Named customers2 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

Feature1 record

Partnerships

Four partnerships are on record, tiered core and minor.

• SephoracoreChannel Partner/ Reseller/ Distributor · 1 March 2024Premium beauty retailer partnership for Mane brand distribution. Products available both in Sephora retail stores and Sephora.com online, expanding Mane's reach beyond direct e-commerce.
• PactcoreStrategic or Co-development PartnerPartnership with Pact, a nonprofit focused on systemic change to reduce beauty and wellness packaging waste. Created first-of-its-kind hair tool recycling program. Pact sanitizes unused tools and sends functional equipment to Project Glimmer for new life, while non-working tools are recycled.
• Project GlimmercoreStrategic or Co-development PartnerOrganization dedicated to ending gender and racial inequality for women and girls. Receives sanitized, functional Mane hair tools from the recycling program to provide to women in need.
• Wags & WalksminorStrategic or Co-development PartnerDog rescue organization partnered through Mane's 'Paws' pillar of corporate responsibility. Supports animal rescue and adoption efforts.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Emerging players

• Dae: Independent hair care brand with DTC and retail distribution, focused on hair health and styling products in a similar mid-premium price tier to Mane.
• Crown Affair: Premium hair care and accessory brand with a founder-led DTC model and growing Sephora presence — comparable as a design-forward, founder-driven hair care challenger brand.

Direct peers

• amika: Independent hair care brand offering styling tools, treatments, and haircare products with strong Sephora distribution and a similar mid-to-premium positioning to Mane.
• Briogeo: Premium hair care brand with Sephora distribution and a comparable DTC plus retail GTM motion, selling across haircare and styling categories similar to Mane.
• Drybar: Hair care brand built around blowouts and styling tools, with brick-and-mortar salon presence and product retail — comparable product/customer overlap with Mane's hot tools lineup.
• OUAI: Hair care brand founded by Jen Atkin herself — directly comparable as a celebrity-stylist-founded hair care line with retail distribution and a premium positioning in the same category as Mane.

Broad incumbents

• ghd: Established premium hot tool brand (flat irons, dryers, curlers) with strong salon and retail presence — directly competes with Mane's styling tool line and is featured in Mane's editorial coverage.
• Glossier: Iconic DTC-first beauty brand that has expanded into retail — relevant comparable for Mane Addicts' media-led-to-product playbook, though in a broader beauty category.
• Dyson: Global premium hair tool incumbent and the dominant player in the high-end hot tools category where Mane competes — repeatedly featured in Mane Addicts' affiliate editorial content.
• Living Proof: Science-led hair care brand with broad retail distribution including Sephora — comparable as a hair-care-only brand with similar channel strategy and premium positioning.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Instagraminstagram.com/mane_____
• TikToktiktok.com/@maneaddicts
• LinkedInlinkedin.com/company/maneaddicts

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 Mane Addicts