Earlier this year, CosmeticsDesign spoke with Robecurls founder Emily Kenison about her viral hair accessory brand, and we caught up with her again at Cosmoprof North America for an update on the brand's development and emerging trends in the hair care industry. Robecurls, known for its innovative heatless curling solution, has experienced significant growth, highlighted by its nationwide launch into Target stores earlier this year.
Kenison, who developed Robecurls during the COVID-19 pandemic as a practical, damage-free alternative to traditional heat styling methods, sees the Target launch as a critical milestone that has broadened the brand's reach. "Launching into Target was a critical milestone for us, enabling more consumers to experience our product," Kenison noted.
The brand’s success reflects a broader trend toward hair care products that prioritize both effectiveness and hair health. Robecurls’ growth has been largely organic, driven by positive customer feedback and strong social media engagement.
In our interview, Kenison emphasized the rising popularity of air styling—a method that achieves beautiful hair without heat. As consumers become more aware of the long-term damage heat styling can cause, they are increasingly turning to alternatives like air styling to maintain healthy hair. Robecurls, with its signature heatless curling headband, is well-positioned to capitalize on this trend.
Looking to the future, Kenison envisions continued advancements in personalized hair care solutions. She believes that as consumers seek products tailored to their specific hair types and needs, brands that can offer customization will stand out. Robecurls is already exploring innovations in this space, with potential future offerings aimed at providing even more personalized hair styling options.
As Robecurls continues to expand, Kenison remains focused on responding to consumer needs and exploring new avenues for product innovation. The brand's trajectory aligns strongly with current industry trends, particularly the emphasis on simplicity and hair health.
For a deeper dive into these trends and to hear more from Emily Kenison herself, be sure to watch our full video interview.
