The Hair Edit

What The Hair Edit does

The Hair Edit is a privately held US hair accessories, tools, and hair care brand headquartered in West New York, New Jersey, operating within the Fromm consumer products portfolio. Fromm was taken private in 2024 by Firelight Capital Partners, and The Hair Edit entered that transaction as the smallest brand in the portfolio. The company's product range spans hair accessories (claw clips, scrunchies, headbands, bobby pins, barrettes, French pins), hair tools (brushes, combs, rollers, heatless curling systems), and a recently launched ultra-concentrated hair care line featuring water-activated shampoo, conditioner, hair mask, leave-in conditioner, and dry oil serum formulated with squalane and tuberose flower extract. Themed sub-brand collections (Danielle Bernstein, Eco, Yoga, Gilded) extend the core assortment into influencer- and lifestyle-coded editions. The target customer is fashion-conscious women seeking both functional and aesthetically styled hair products.

Distribution is omnichannel: a Shopify-powered DTC e-commerce site (thehairedit.com) sits alongside mass retail placement in Target (1,500+ doors) and Kohl's. Pricing is tightly positioned, with accessories from $3.99 to $20.99+ and hair care products at $12.99–$15.99, supported by DTC promotional mechanics including free shipping at $30 and 20% off at $50. Marketing is concentrated on Instagram, TikTok, Facebook, and Pinterest, with a February 2026 celebrity campaign featuring Sophia and Sistine Stallone. The brand carries an Allure Best of Beauty Award 2025 for the Old Money Satin Bow Claw Clip and has accumulated over 8,000 five-star customer reviews. Following consecutive years of double-digit growth, Fromm CEO Martin Okner has projected the new ultra-concentrated hair care line could reach $20 million in first-year sales, a trajectory that — if achieved — would make The Hair Edit the largest brand in the Fromm portfolio.

Name

The Hair Edit

Legal name

The Hair Edit

Website

https://thehairedit.com

Company type

Private

Founded year

2024

Operating status

Operating

Headcount range

1–10 employees

Short description

The Hair Edit is a private US hair accessories, tools, and recently launched ultra-concentrated hair care brand selling through DTC e-commerce, Target (1,500+ doors), and Kohl's to fashion-conscious female consumers.

Ownership category

akta.pro rank

Product category

Hair Accessories and Hair Care

NAICS

Cosmetics, Beauty Supplies, and Perfume Retailers (456120), Health and Personal Care Retailers (4561)

SIC

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

akta.pro primary industry

Hair Accessories (Headbands, Clips, Scrunchies) (CRAAAJAI)

akta.pro secondary industries

Hair Styling Tools (Dryers, Straighteners, Curlers) (CRABAKAF), Shampoo & Scalp Cleansers (CRABABAA), Conditioners & Hair Masks (CRABABAB), Hair Fragrance & Finishing (Mists, Shine, Anti-frizz) (CRABABAM)

Keywords

• Hair accessories
• Hair care products
• Hair styling tools
• Heatless styling
• Claw clips

Headquarters

HQ city

West New York

HQ country

United States

HQ region

North America

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct E-commerce Sales: One-time product sales through thehairedit.com website with free shipping thresholds ($30 for free shipping, 20% off at $50). Products sold include hair accessories, tools, and the new ultra-concentrated hair care line.
2. Retail/Wholesale Distribution: Products sold through mass retailers including Target (1,500+ doors) and Kohl's. CEO Martin Okner projects the new hair care line could reach $20 million in first-year sales through this retail expansion.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

The Hair Edit designs and sells hair accessories (claw clips, scrunchies, headbands, bobby pins, barrettes), hair tools (brushes, combs, heatless rollers), and ultra-concentrated water-activated hair care products (shampoo, conditioner, hair mask, leave-in conditioner, oil serum). The brand sells directly to consumers through its own Shopify e-commerce site and through mass retail partners including Target (1,500+ doors) and Kohl's.

Product overview

The Hair Edit is a hair accessories brand that offers a diverse portfolio of products organized into three main categories: Hair Accessories (including claw clips, scrunchies, ponytail holders, headbands, bobby pins, French hair pins, and barrettes), Hair Tools (such as brushes, combs, rollers, and heatless curl systems), and Hair Care (a new ultra-concentrated hair care collection launched in February 2026 at Target). The brand also features curated sub-brands including the Danielle Bernstein Collection, Eco Collection, and Gilded Collection. The Hair Edit's products are available at Target, Kohl's, and other mass retailers, with the new hair care line priced from $12.99 to $15.99 and projected to reach $20 million in first-year sales. The company has won the Allure Best of Beauty Award 2025 for its Old Money Satin Bow Claw Clip.

Differentiator

Problem solved

Functional benefit

Brands

• Danielle Bernstein Collection: Collaboration collection featuring elevated essentials inspired by Danielle Bernstein's effortless, city-ready aesthetic.
• Eco Collection
• Yoga Collection
• Gilded Collection

Products and services

• Claw Clips A variety of claw-style hair clips available in multiple designs, colors, and finishes including flat lay, scalloped, polka dot, gingham, gilded, and flexi soft styles for women's everyday styling.
• Ponytail Holders and Scrunchies Hair ties and scrunchies including oversized ruffled scrunchies in various patterns (gingham, polka dot), ribbon scrunchies, and branded hair ties such as the Brilliant Cuff arched metal hair tie.
• Headbands Slim textured headbands, lotus band soft pleated headbands, and chaplet chain link headbands available in various colors and finishes.
• Bobby Pins Various bobby pin sets including modern curved pins, marble slim pins, and rhinestone-studded pins in multiple color options.
• French Hair Pins and Barrettes French hair pins, chignon pins, and metallic barrettes in gold, silver, and tortoise finishes including sleek chignon pins, slim chignon pin sets, brushed baguette barrettes, and hoop and pin barrettes.
• Hair Brushes Bamboo brushes including The Glossifier boar bristle brush, detangle and massage wet brush, sleek goddess boar bristle round brush, blow dry and shine boar and nylon round brush, and smooth and polish detangling brush.
• Hair Combs Wide-tooth detangling combs and rat tail combs including Untangle & Glide Wide-Tooth Detangling Comb and Section & Style Rat Tail Comb.
• Hair Rollers and Heatless Curls Ceramic volumizing rollers, heatless soft ribbon curl sets, and heatless volumizing hair rods for creating curls and waves with or without heat damage.
• Heatless Soft Ribbon Curl Set Heatless hair styling tool designed to create defined curls without heat damage for women seeking alternative styling methods.
• Shampoo Concentrate Ultra-concentrated water-activated shampoo concentrate from The Hair Edit's new hair care line, formulated with squalane and tuberose flower extract, priced at $12.99.
• Conditioner Concentrate Ultra-concentrated water-activated conditioner concentrate providing transformative hydration and softness with lightweight finish for normal to dry hair.
• Hair Mask Concentrate Ultra-concentrated hair mask concentrate formulated with squalane and tuberose flower extract for intensive hair treatment.
• Multi Benefit Leave-In Conditioner Leave-in conditioner providing moisture and heat protection with lightweight finish, suitable for normal to dry hair, priced at $15.99.
• Scented Dry Oil Hair Serum Dry oil hair serum providing intense smoothness, shine, and softness with a lightweight dry oil finish, scented with appealing fragrances.
• Ultra Luxe Satin Hair Bonnet Soft double-lined satin hair bonnet for protecting hair during sleep, with adjustable fit.
• Ultra Luxe Shower Cap Water-resistant shower cap with satin-lined interior and adjustable elastic closure.
• Smooth and Dry Microfiber Hair Wrap Microfiber hair wrap designed for quick drying and gentle hair care.
• Infinity Spray Bottle Pink cosmetic spray bottle providing continuous ultra-fine mist for hair or skin care products.
• Scalp Renew Bamboo Silicone Shampoo Massage Brush Bamboo handle shampoo brush with silicone bristles for scalp massage and cleansing.
• Danielle Bernstein Collection A curated collection of elevated hair accessories inspired by Danielle Bernstein's effortless, city-ready aesthetic.
• Eco Collection Sustainably-focused collection of hair accessories and tools featuring eco-friendly materials.
• Gilded Collection Gold-toned hair accessories featuring gilded finishes including claw clips, hair pins, and barrettes.

Quantifiable outcome

• Products provide up to 30 uses per ultra-concentrated hair care unit

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

One partnership is on record.

• Sophia and Sistine StalloneflagshipGTM or Marketing Partner · 12 February 2026Celebrity partnership featuring Sophia and Sistine Stallone in a campaign to promote The Hair Edit's new ultra-concentrated hair care collection. The campaign included content across digital channels to drive awareness for the Target launch.

Scale indicators5 records

Recent moves5 records

Expansion highlights4 records

Broad incumbents

• Scunci: Conair-owned mass-market hair accessories brand with broad retail distribution across drug, mass, and grocery. Comparable as an incumbent hair accessories category leader competing for the same Target/Kohl's shelf space at scale.
• Olaplex: Premium bond-building hair care brand with mass and prestige distribution. Comparable as a category-defining hair care brand competing for the same consumer hair care dollar with formulated, ingredient-driven products.
• Moroccanoil: Iconic treatment-led hair care brand with broad professional and retail distribution. Comparable as a hero-product-led (oil/serum) hair care brand with strong brand recognition at premium price points.
• Goody: Established mass-market hair accessories brand (owned by Newell Brands) with extensive drugstore and mass-retail presence. Comparable as a legacy hair accessories incumbent at the same price points and retail channels.

Direct peers

• Pattern Beauty: Celebrity-founded (Tracee Ellis Ross) hair care brand distributed at Target and Sephora targeting underserved hair types. Directly comparable as a celebrity-backed, mass-retail hair care brand with strong brand-equity-driven positioning.
• Kitsch: Indie beauty brand offering hair accessories (scrunchies, claw clips, headbands) plus formulated hair care products. Closely mirrors The Hair Edit's hybrid hair accessories + clean hair care positioning and DTC-to-mass-retail distribution model.
• Kristin Ess: Target-exclusive celebrity-founded hair care brand offering shampoos, conditioners, and styling products at accessible price points. Directly comparable as a celebrity-driven, mass-retail-distributed hair care line competing on the same Target shelves.
• Teleties: Spiral hair tie brand that scaled from a single-SKU hair accessory into broader hair accessory assortment. Comparable as a digitally-native, mass-retail-distributed hair accessories brand.
• Slip: Premium silk-based hair accessories and sleep-related haircare brand. Comparable as a design-forward, premium-priced hair accessories brand that has expanded into adjacent haircare/beauty adjacencies.

Emerging players

• Not Your Mother's: Mass-market hair care brand popular at Target, Walmart, and drugstores with broad hair care portfolio at accessible price points. Comparable as a value-positioned, mass-retail hair care brand competing for similar price-sensitive consumers.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/shopthehairedit
• Instagraminstagram.com/thehairedit
• TikToktiktok.com/@thehairedit
• Pinterestpinterest.com/thehairedit
• LinkedInlinkedin.com/company/the-hair-edit

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 The Hair Edit