The Wet Brush
The Wet Brush (J&D Brush Co. LLC) designs and sells IntelliFlex-bristle detangling brushes, styling tools, and hair accessories to individual consumers in the United States via its own e-commerce site and major retailers including Target, Ulta, Walmart, Amazon, CVS, and Meijer.
- Company typePrivate
- Founded1977
- HeadquartersHauppauge, United States
- Headcount51–100
- GTM typeB2C
- OfferingHardware or Manufacturing
What The Wet Brush does
The Wet Brush, operated as J&D Brush Co. LLC and headquartered at 5 Adams Avenue, Hauppauge, New York, manufactures and sells detangling hair brushes, combs, and related hair accessories for individual consumers. The company was founded in 1977 (per firmographic data) and currently employs 51–100 people. Its core product line is built around the proprietary IntelliFlex bristle technology — a registered, flexible bristle system that the company claims reduces breakage by up to 55% versus competitors, validated by independent testing. Two further innovations, the Curl Shaper 3-in-1 design and the Frizz-Free Detangler with ionic infusion, are patent-pending. The portfolio spans 91+ SKUs across price points from $5.99 (Tiny Detangler keychain) to $21.99 (Curl Shaper), and includes Original, Mini, Midi, Paddle, Speed Dry, and Smooth Styler brushes plus accessories such as claw clips, scrunchies, and headbands.
The company operates a hybrid go-to-market combining direct-to-consumer e-commerce at wetbrush.com with wholesale distribution through Amazon, Ulta Beauty, Target, Walmart, Meijer, and CVS Pharmacy. A substantial share of revenue and brand attention comes from limited-edition collaborations with licensed IP and lifestyle brands — including Disney (multiple princess and character lines), Bluey, Hill House Home, MacKenzie-Childs (with Goody), LoveShackFancy, and Wicked — which are often channel-exclusive and drive recurring demand spikes. Per Circana retail scan data for January–September 2025, Wet Brush is the #1 detangling brush brand in the United States. The business is privately held with no disclosed parent, institutional investor, or public-market listing; no revenue, funding, or M&A activity is reported in the available source material.
The Wet Brush firmographics
Firmographics- Name
- The Wet Brush
- Legal name
- J&D Brush Co. LLC
- Website
- https://wetbrush.com
- Company type
- Private
- Founded year
- 1977
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- The Wet Brush (J&D Brush Co. LLC) designs and sells IntelliFlex-bristle detangling brushes, styling tools, and hair accessories to individual consumers in the United States via its own e-commerce site and major retailers including Target, Ulta, Walmart, Amazon, CVS, and Meijer.
- Ownership category
- akta.pro rank
The Wet Brush industry classification
Industry- Product category
- Hair Care Tools
- NAICS
- Broom, Brush, and Mop Manufacturing (339994)
- SIC
- Perfumes, Cosmetics & Other Toilet Preparations (2844)
- akta.pro primary industry
- Hair Brushes, Combs & Detangling Tools (CRABAKAG)
- akta.pro secondary industry
- Hair & Scalp Devices/Tools (Dryers, Straighteners, Brushes) (CRABABAG)
Keywords
Where The Wet Brush is headquartered
LocationHeadquarters
- HQ city
- Hauppauge
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
The Wet Brush business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Marketing or Sales, Operations, Personnel
Revenue model
- Direct E-commerce Sales: Wet Brush generates revenue through direct sales via its e-commerce website wetbrush.com. Products are sold at fixed retail prices with free shipping on orders over $35. The company offers a 14-day money-back satisfaction guarantee.
- Retail Distribution: Wet Brush products are sold through major retail partners including Amazon, Ulta Beauty, Target, Walmart, Meijer, and CVS Pharmacy. This provides wholesale/revenue stream through established retail channels.
- Limited Edition Collaborations: The company releases limited-edition collaboration collections with brands like Disney, Hill House Home, MacKenzie-Childs, Bluey, LoveShackFancy, and Wicked. These special releases create demand spikes and premium pricing opportunities.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | The Tiny Detangler - Entry-level keychain brush |
| Unit Pricing | Pay-as-you-go | Curl Shaper - Premium 3-in-1 curl brush |
| Unit Pricing | Pay-as-you-go | Frizz-Free Detangler - Ionic frizz control brush |
| Unit Pricing | Pay-as-you-go | Speed Dry - Ceramic wet hair brush |
| Unit Pricing | Pay-as-you-go | Original Detangler - Flagship detangling brush |
| Unit Pricing | Pay-as-you-go | Smooth Styler - Premium styling brush |
| Unit Pricing | Pay-as-you-go | Hill House Collection - Lifestyle brand collaboration |
| Unit Pricing | Pay-as-you-go | MacKenzie-Childs Collection - Heritage brand collaboration |
| Unit Pricing | Pay-as-you-go | Hill House x Wet Brush - Hairbrush and accessory collection |
| Unit Pricing | Pay-as-you-go | LoveShackFancy Collection - Fashion brand collaboration |
Go-to-market motion2 records
Distribution channels7 records
Marketing channels6 records
The Wet Brush product offering
Product offeringCore offering
The Wet Brush manufactures and sells detangling hair brushes, combs, and related hair-care accessories built around its proprietary IntelliFlex bristle technology. Its products target individual consumers seeking pain-free detangling for wet or dry hair, spanning daily-use, travel, kids, and pro/styling categories.
Product overview
The Wet Brush is the #1 detangling brush brand offering a portfolio of IntelliFlex-bristled hair brushes designed for pain-free detangling with up to 55% less breakage. The core product line includes the Original Detangler (flagship), Mini Detangler (compact travel version), Tiny/Keychain Detangler (portable clip-on), Frizz-Free Detangler (with ionic infusion technology), Curl Shaper (3-in-1 for curly hair with sculpting grooves), Speed Dry (for wet hair drying), Smooth Styler, Paddle Detangler, and Midi Detangler. The company extends its reach through licensed collaborations with Disney (Princesses, Winnie the Pooh, Mickey & Minnie), Bluey (children's Midi brushes), Hill House Home (lifestyle accessories), MacKenzie-Childs (heritage patterns), and Wicked (musical-themed designs). Hair accessories including claw clips, satin scrunchies, headbands, and French pins are offered primarily through collaborations. Products are sold through major retailers including Target, Ulta, Amazon, Walmart, and direct e-commerce.
Differentiator
Problem solved
Functional benefit
Products and services
- Original Detangler
Quantifiable outcome
- Up to 55% less breakage vs leading competitor (IntelliFlex bristles)
- +2 more outcomes
Companies that use The Wet Brush
Customer profileNamed customers6 records
Segments3 records
Ideal customer profiles1 record
The Wet Brush technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
The Wet Brush partnerships and signals
Strategic signalPartnerships
13 partnerships are on record, tiered core, flagship, minor and regional.
- LoveShackFancycoreRenewed collaboration with fashion brand LoveShackFancy for limited-edition hair accessories collection launching July 5, 2026. Following success of initial line that sold out in one minute, the expanded collection features 35 SKUs including brushes and accessories with LoveShackFancy's signature floral prints. Available at Target stores nationwide and online. Price points from $10.99 to $19.99.
- Hill House HomeflagshipExclusive limited-edition collaboration featuring the cult-classic Original Detangler brush alongside accessories including silk scrunchies, headbands, and claw-clips with Hill House Home's signature prints. Collection launched March 22, 2026 at Ulta Beauty and both brands' e-commerce platforms. 21 products in collection including Pro Original Detangler, Mini Detanglers, claw clips, scrunchies, and headbands. Price points from $9.99 to $17.49.
- MacKenzie-ChildsflagshipThree-way limited-edition collaboration between Goody, Wet Brush, and Mackenzie-Childs featuring the heritage brand's Courtly Check, Rosy Check, and Butterfly Toile patterns across detangling brushes, claw clips, scrunchies, and hair ties. Collection available March 1, 2026 at Target stores and websites, Mackenzie-Childs and Wet Brush websites. Price points from $9.99 to $18.99.
- GoodyflagshipGoody is a hair accessories brand partnered with Wet Brush on the MacKenzie-Childs collaboration. The partnership brings together Goody's elastics and hair ties with Wet Brush's detangling brushes in coordinated collections. Goody Elastics Pouch products are part of the collaboration.
- DisneyflagshipMultiple ongoing Disney collaborations featuring Dreamy Disney Princess (Rapunzel, Belle, Ariel, Cinderella, Moana), Winnie the Pooh, Love collection (Mickey, Minnie, Stitch, Angel, Anna and Elsa), and Hello Minnie/Daisy lines. 13 Disney products available featuring playful artwork and detangling technology. Products priced from $15.99.
- BlueycoreWet Brush x Bluey collection featuring favorite Bluey characters (Bluey, Bingo) to make detangling easier and brushing more fun for the whole family. Midi Detangler products available in Bluey and Bluey & Bingo designs priced at $14.49.
- WickedminorLimited-edition Wet Brush x Wicked collection celebrating the magic of Wicked with enchanting designs inspired by the iconic story. Currently showing 0 products in collection.
- TargetflagshipMajor retail distribution partner for Wet Brush products including exclusive collaborations (MacKenzie-Childs, LoveShackFancy). Wet Brush products available at Target stores nationwide and online. Target features prominently in product availability announcements.
- Ulta BeautyflagshipBeauty specialty retailer distribution partner for Wet Brush products including exclusive Hill House Home collaboration. Products available through Ulta Beauty stores and website nationwide, as well as both brands' direct e-commerce platforms.
- AmazoncoreMarketplace distribution partner making Wet Brush products available through Amazon's e-commerce platform alongside other retailers.
- WalmartcoreMass retail distribution partner for Wet Brush products through Walmart stores and website.
- MeijerregionalRegional midwestern retail distribution partner for Wet Brush products.
- CVS PharmacyregionalPharmacy retail distribution partner making Wet Brush products available in CVS stores.
Scale indicators3 records
Recent moves6 records
Expansion highlights5 records
The Wet Brush competitors and assessment
Company assessmentEmerging players
- Drybar: Premium blowout-focused brand that sells branded brushes and styling tools, intersecting Wet Brush on hair detangling/styling for higher-end consumers.
- Mason Pearson: Premium heritage brush maker (Boar Bristle, Handy Mixture) targeting the high-end of the same detangling/styling category; comparable in product but positioned well above Wet Brush on ASP.
- Pattern Beauty: Textured-hair-focused brand with detangling and styling tools competing for the same curly/coily consumer segment that Wet Brush is targeting with its Curl Shaper line.
Direct peers
- Tangle Teezer: UK-based detangling hair brush brand with proprietary two-tier flexible teeth, directly competing in the same pain-free detangling category as Wet Brush and selling through similar beauty and mass channels.
- Crave Naturals: Emerging detangling brush brand built around flexible-bristle technology, competing head-to-head with Wet Brush in mass and beauty retail at comparable price points.
- Olivia Garden: Professional and consumer hair brush brand selling detangling, thermal, and styling brushes through beauty supply and salons; overlapping core product lines with Wet Brush.
- Denman: Heritage hair brush specialist (D3, D4, D41) known for detangling and styling brushes in both consumer and professional channels; directly comparable on product form factor and use case.
- Goody Products: Mass-market hair accessory brand (brushes, elastics, clips) sharing the J&D Brush / parent company ecosystem and a co-collaboration partner on the MacKenzie-Childs collection; overlaps directly on detangling brushes and accessories.
Broad incumbents
- Conair: Large multi-category personal care brand selling detangling brushes, dryers, and stylers through mass retail; competes with Wet Brush on shelf space rather than specialization.
- Revlon: Global beauty conglomerate with a hair tools and styling category that competes at retail with Wet Brush across mass and beauty channels.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks7 records
Key highlights7 records
Customer concentration
The Wet Brush social profiles
Digital presenceThe Wet Brush financial estimates
Financial estimateRevenue estimate
Valuation estimate
The Wet Brush leadership team
Management profileNumber of profiles
The Wet Brush funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
The Wet Brush 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 The Wet Brush
What does The Wet Brush do?
The Wet Brush manufactures and sells detangling hair brushes, combs, and related hair-care accessories built around its proprietary IntelliFlex bristle technology. Its products target individual consumers seeking pain-free detangling for wet or dry hair, spanning daily-use, travel, kids, and pro/styling categories.
Is The Wet Brush a public or private company?
The Wet Brush is a private company. It is classified as private equity controlled and is currently operating.
When was The Wet Brush founded?
The Wet Brush was founded in 1977. It employs 51 to 100 people.
Where is The Wet Brush based?
The Wet Brush is headquartered in Hauppauge, United States, in the North America region.
How does The Wet Brush make money?
Three revenue lines are on record. Direct E-commerce Sales are the primary driver. The others are retail Distribution and limited Edition Collaborations.
Who are The Wet Brush's main competitors?
Emerging players on record are Drybar, Mason Pearson and Pattern Beauty. Direct peers are Tangle Teezer, Crave Naturals, Olivia Garden, Denman and Goody Products. Broad incumbents are Conair and Revlon.
Does The Wet Brush have an API?
No public API is recorded for The Wet Brush.
What industry is The Wet Brush in?
The Wet Brush's product category is Hair Care Tools. Its primary akta.pro industry code is CRABAKAG, Hair Brushes, Combs & Detangling Tools, with a secondary code of CRABABAG, Hair & Scalp Devices/Tools (Dryers, Straighteners, Brushes). Its NAICS code is 339994 and its SIC code is 2844.