As detailed in a latest market analysis report by KBV Analysis, “the International Heatless Hair Roller Market measurement is anticipated to succeed in $221.2 Million by 2029, rising at a market development of 5.0% CAGR throughout the forecast interval.” The report additional defined that “the North America area led the heatless hair roller market by producing the utmost income share in 2022,” and “in North America, the marketplace for heatless hair curlers has expanded considerably in recent times as extra shoppers search alternate options to traditional scorching styling instruments.”
Tapping into this market is unbiased model Robecurls, an organization that “was the primary to market a heatless curling headband in 2020 and with the mentorship of Sara Blakely of Spanx,” shared model founder and inventor Emily Kenison, and has now launched nationwide into Goal shops this month.
To be taught extra about Robecurls and the model’s place within the hair care market, together with insights into the product’s R&D course of and the influences on the product’s growth, and the way the latest Goal launch suits into the model’s development and enlargement methods in 2024, we interviewed Kenison for her expertise and ideas.
Model background
Kenison didn’t start her profession in private care product growth however within the authorized subject, and the method of transitioning between industries “from a profession in legislation to inventing a category-defining product that has basically modified how ladies strategy styling their hair,” she defined.
The expertise and “skilled authorized background has helped me navigate the complexities of patents that has in flip helped develop RobeCurls to ascertain its place within the private care trade,” she added, sharing that “it’s noteworthy to say that lower than one p.c of patents are held solely by ladies, a statistic that speaks volumes within the underrepresentation of feminine inventors in our trade.”
When approaching the Robecurls launch, Kenison strove to implement change by specializing in a hair care software that’s “a century-old invention by males and it has dominated the market for a very long time,” she mentioned. Her innovation, subsequently, “not solely represents a breakthrough in hair care, but in addition serves as an inspiration for extra feminine inventors to deliver their improvements to the forefront of the trade, shaping the way forward for shopper merchandise with our distinctive views and wishes,” she defined.
R&D course of
“Previous to launching RobeCurls in June 2020, the market lacked revolutionary options for hair curling, with rollers being the final important development,” Kenison continued. The product growth course of subsequently started when “we acknowledged this hole and it introduced on a meticulous R&D course of that included suggestions from over 500 prospects to refine our product,” she shared, and “this hands-on strategy ensured our curling headband catered to all hair varieties successfully.”
Nevertheless, it wasn’t till “the actual breakthrough got here with the event of our proprietary material that proved to carry curls 5 instances longer than conventional curling irons,” she shared. This innovation “was grounded within the scientific understanding of hair and moisture stability, marking a big leap ahead in hair care,” mentioned Kenison, and was impressed partially “by a viral pattern on TikTok that utilized a bathrobe belt for heatless curls.”
She elaborated that this inspiration was an “unconventional methodology [which] highlighted a widespread need for less complicated, more healthy hair styling strategies,” and thru this methodology, “we noticed a possibility to innovate, which resulted in a product that embodies ease of use and efficient type.”
Robecurls launches into Goal retailers
Concerning the latest launch, Kenison shared that “our partnership with Goal represents a pivotal second within the technique to develop RobeCurls in 2024,” and “aligning with a retailer that shares our values of innovation, high quality, and accessibility will improve our market presence which makes our merchandise extra extensively out there.”
Moreover, she added, the expanded distribution footprint due to “our collaboration with Goal is a key milestone in our journey for serving to ladies simplify their routines and obtain excellent heatless curls.”
Relating to the model’s place inside the present hair care market, Kenison commented that “the hair care trade has house for development, significantly in terms of using strategies that don’t injury hair long run.” Subsequently, at Robecurls, “we’re on the forefront of this motion,” she mentioned, “with a sturdy pipeline of revolutionary merchandise set to redefine what hair care can seem like.”
Future model outlook
Shifting ahead, the model will proceed to keep up its “give attention to delivering high-quality merchandise” by connecting “with our prospects in a private method with 1-on-1 curl courses that assist them get probably the most out of their expertise,” mentioned Kenison, as this “helps us additional search for alternatives and handle points our prospects are going through with superior options for hair care.”
Moreover, she shared additional, when “trying forward, our R&D efforts are geared in direction of diversifying the sorts of curl shapes we will supply, guaranteeing our merchandise stay versatile and inclusive.” She clarified that the model is “dedicated to sustaining the core precept that our options ought to be wearable anyplace,” as “this strategy not solely empowers our prospects, but in addition reinforces our dedication to sensible and transformational hair care options.”
