iBeauty Brands expands its portfolio through the acquisition of Sultra hair tools.
WHO: Sultra was founded in 2008 by veteran hairstylist Dana Story, who brought the first clipless styling wand to market. Over the years, Sultra introduced a wide range of affordable hot tools designed with stylists and at-home users in mind.
iBeauty Brands’ mission is to offer innovative hair tools and cutting-edge beauty technology that meet the demands of professionals while providing consumers with high-performance solutions that deliver results. The company's current portfolio includes high-performance hair tool brand Sutra Beauty, luxury hair tool brand Adagio, and professional hair tool brand Soleil.
IN THEIR OWN WORDS: "We are thrilled to add Sultra to [our] family of brands," says Liam Ben-David, founder and CEO of iBeauty Brands. "We've long admired what Dana Story and Sultra have brought to the hair tools market when it comes to innovation in tools and technology. Sultra's commitment to delivering quality tools that are used by stylists, but accessible to consumers, aligns with our core mission here are at iBeauty Brands. They're a great addition to our family."
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