Launched: 2010
Key Executives:
2025 Full Year Expected Revenue Range: $150 to $200 million
2025 Projected Offline Distribution Points: 4,000
Primary Category: Tools and Devices
Other Categories: Haircare, Bodycare
Key Markets: Chicago, Dallas, NYC
Retail Partnerships: Ulta Beauty, Target, Amazon, Walmart, Nordstrom
Primary Distribution Channel: DTC
Other Distribution Channels: Mass, Amazon, Prestige, Department Store, TikTok Shop
Funding Rounds: Venture Debt
The Beachwaver Co. is a pioneering force in the digital-first, DTC, and social media landscape. With a commitment to innovation, accessibility, sustainability, and empowerment, they've transformed the haircare industry over their 12+ years in business. Their patented, award-winning, rotating curling iron and good for you haircare has revolutionized styling routines worldwide, supported by relentless research and development efforts.
Insights provided by Sarah Potempa, Co-Founder + CEO
Key business initiatives for 2025?
In 2025, we are committed to continuing our growth and success. Over the past year, we’ve achieved significant milestones, including securing a spot among the top 1% of storefronts on TikTok Shop, reaffirming our position in the retail space, and continuing to offer exceptional vegan and science-backed haircare products. Looking forward to 2025, our goal is to further innovate within the haircare industry by introducing flexible and vegan products. In addition to innovation, expanding our global reach is a key focus. We aim to increase our presence in international markets, making our products accessible to more people around the world. As we move forward, we will maintain our commitment to creating products that not only perform but also align with the values of our community, sustainability, and accessibility.
What are you most proud of having accomplished?
As a whole, we are proud of how far we have come. Beachwaver is a female-founded and independent beauty brand that has become extremely recognizable on multiple platforms. The first-ever Beachwaver prototype was pieced together by CEO/inventor Sarah Potempa and her sister and Beachwaver COO Erin Potempa-Wall, with a freelance engineer with pieces from ACE Hardware. From only having two working prototypes at the launch on QVC, to now having thousands of SKUs available on e-commerce, TikTok, and retail platforms is truly remarkable. We have not only created a brand, but we have created a community, which makes us extremely proud.
What has been the biggest surprise?
The biggest surprise has been how our community has truly come together and come out to support us. As a brand founded by sisters, it is important for us to create a community, but we never anticipated this. Our engaged audience of over a million followers has truly been a support system. The biggest testament to this was when we launched in Target back in October. There were members of our TikTok audience purchasing and leaving reviews on products of ours they purchased from Target just to provide more support in this new venture.
What fuels your competitive advantage?
The Beachwaver Co. has innovation and creativity in its DNA. Since we are an independent brand, we have the privilege to “read and react,” which allows us to try different forms of marketing and promotion to see what bodes best for our audience. Aside from innovation and creativity, we also have compassion. We truly enjoy connecting with our audience, hearing their stories, how they found the brand, and their favorite products. This helps us to curate our brand offerings more intentionally.
Insight on the future of the beauty industry.
The future of the beauty industry is bright, with endless opportunities for growth through better ingredients, inclusivity, sustainability, and innovation. At Beachwaver, we’re excited to continue creating innovative products and tools that make our consumers' lives easier and more enjoyable. The opportunity to grow and expand therefore connecting with audiences not only in the US but also globally—is both meaningful and impactful. We are committed to fostering a beauty experience that is accessible, inclusive, and aligned with the values of sustainability, and we are looking forward to the rest of the beauty industry moving forward with similar values as well.
What is the best piece of advice you’ve been given?
The best piece of advice I’ve been given is, “Do something today that your future self will be grateful for.” As an independent and rapidly growing company, this advice resonates deeply with us. Every decision we make—whether big or small—is guided by the idea that we’re not just building for today, but for the future. Having the flexibility to make decisions quickly is essential in this fast-paced environment. We’re constantly thinking about the next step, the next product, the next opportunity, and how each move can lay the foundation for a larger, more impactful brand down the line. This mindset has allowed us to be proactive, stay ahead of trends, and create meaningful change, all while keeping our long-term vision in focus. Another piece of advice that we live by as a brand is to never take criticism from someone you would not take advice from. As an independently owned brand, we love having brand partners and people to mentor us.
What is the best mistake you've ever made and what did you learn?
As a brand that is all about growth, we do not look at past choices as mistakes but as ways we can improve. Every choice has a lesson that can be learned and pave a new path forward.
What advice would you give to someone contemplating launching a beauty brand?
“Leap and the net will appear.” This is a motto that our CEO, Sarah Potempa, lives by. As a female founder/inventor, she had an idea to revolutionize the beauty industry. She and her sisters had the courage to try and build something from just an idea sketched out on a piece of paper. If you are contemplating launching a beauty brand, just give it a try! While yes, there are a lot of different brands out there, if you try and put yourself out there, your audience will find you.
If you could change one thing in the beauty industry what would it be?
We challenge the beauty industry to embrace more innovation and sustainability—two core pillars that Beachwaver holds in high regard. We're proud to take steps like reducing our packaging to lower our carbon footprint, and we’re committed to creating new tools and products that make life easier for our customers. We encourage the beauty industry as a whole to keep pushing the boundaries of what’s possible in these areas.
