Beauty Store Business magazine - January, 2020

hair straighteners

New Innovations in the Heat-Appliances Category

New hair appliance innovations support healthier strands while delivering customized looks.

Hair appliances are generating more buzz than ever before. From oil-in used elements to ergonomic designs, they’re offering consumers more looks, faster styling, healthier strands and a surplus of options. “I feel like for the longest time, the general thought was that innovation in the world of tools had plateaued. But that is most definitely not the trend here in 2019, and in 2020 even more so,” says Liam Ben-David, founder and CEO of Sutra Beauty. Ben-David lauds infrared technology as one of the most innovative features in hair appliances today.