The global home-use beauty devices market is growing, on track to hit $14.4 billion this year and surge to $21.85 billion by 2030, according to Research and Markets. Category growth is being driven by rising consumer spending on grooming and DIY skincare, the growing impact of beauty influencers, and the boom in e-commerce and accessibility, the market research firm reported.
So, what exactly is on offer for consumers looking to bring treatments into the home? And what emerging technologies and innovations give us a glimpse of the tools of tomorrow? BeautyMatter hit the show floor at Cosmoprof Worldwide Bologna 2026 in Italy last month to find out.
As the quest for hair longevity builds momentum, haircare is rapidly climbing the priority list for innovators with advances in augmented styling and deeper care. According to beauty trend specialist BeautyStreams, brands are pushing boundaries around speed, size, and efficacy, meaning hair tools are “entering the next generation.”
Korean-American scalp care specialist K-HeadSpa, for example, showcased a cold-temperature, blue LED light tool designed to restore and improve hair health. Its CryoKera System, which looks similar in design to hair straighteners, operates at temperatures of -3°C to -5°C to lock in active ingredients in haircare treatments and seal the hair cuticle, according to the brand. The device is designed for use after hair has been dried 70%-80%, when the cuticles are still open.
Launched this year, K-Headspa’s CEO Jin Kim says the device is initially targeting professional salons. “People think it's a hair straightener…. That's why we're trying to start with salon professionals first,” Kim told BeautyMatter. “Of course, we can sell through retail as well, but our focus is more on the professional sector currently because they can give more information when it comes to the client.”
In the styling space, Australian hair tool brand Mermade Hair showcased its Digital Hot Rollers, a plug-in set of eight rollers that heat up in 60 seconds, creating curls in 10-30 minutes. The rollers are made with a pro-ceramic positive-temperature-coefficient (PTC) heater core to retain temperatures while in the hair. Joshua Ridley, Regional Account Manager for APAC at Mermade Hair, said the curlers are a reimagined throwback to ’80s and ’90s styling tools, offering “quicker” and “easier” curling to align with busier lives. Ridley also revealed that the company plans to launch a larger 16-roller set, including a travel bag to make the set more mobile.
US hair styling brand FHI Heat spotlighted its UNbrush range of patented, lightweight, and backless hair brushes, designed for different hair types and needs. Its Curl brush, for example, features densely packed bristles in the center designed to be used in combination with a teethed edging that separates and maintains the curl pattern. Its Flex variant features anti-static bristles in a spiral pattern to remove knots and tangles without pulling and can flex to the curvature of the scalp. All of the brushes are designed to detangle and are made with soft silicone bristles to avoid snagging. The line went viral on TikTok two years ago.
“I would say there's just a couple of key players within hair brushes, and so it's been a little stagnant for a while,” said Gina Ortega, President of FHI Heat. But more companies are entering the market now, she added, which is bringing forward “new, fun, and fresh ideas.”
And as category advancements heat up, Ortega said it is becoming clear that hair brushes are increasingly considered statement, collectible items among beauty consumers, taking the tool far beyond its functional roots. “Before, you had one brush. But now girls are carrying four or five in their assortment. They have one for in the shower, one in their purse, and one for the gym. So we have to keep up with that demand,” she said.
Within haircare, scalp health remains a key consideration across the device category, but some innovations are now blurring the line between caring for skin, scalp, and hair.
UK company Stylideas is just one example, with its patent-pending StylPro 5-in1 LED device that can be used five ways, including as a face mask or pushed up over the head to treat the scalp. The device also offers several light settings: blue light to eliminate bacteria and reduce inflammation; red light to stimulate mitochondria and activate collagen synthesis; deep red light to improve dermal density; and infrared light to activate microcirculation and accelerate tissue repair, according to the company.
Jake Eccles, Product Innovation Manager at Stylideas, said the device's red-light features are particularly exciting. “We're now branching into the area of red light, and we've seen an increasing growth in that area. I think people are becoming more conscious of their skin and their skin health,” Eccles said.
The deep red light wavelength of 655 nanometers used for dermal density, for example, also works to stimulate hair growth, he said. “Seeing the expert-recommended wavelengths and the testing that has been done, we've got quite a lot of confidence in that, and bringing out different products that can actually help people.” Consistency and routine, however, remain key to results, Eccles added, making the multiuse of the StylePro 5-in1 LED device a differentiator in the category.
Ease of use is also a focus for Polish beauty brand Glov's star-shaped pimple patch device, which uses blue and red LED light to tackle redness and inflammation and to support faster skin regeneration, according to the company. The product is designed to be used on the go for three to nine minutes at a time and to be easily recharged in a small, portable case.
Glov Beauty’s founder and CEO, Monika Zochowska, points out that portability is a big inspiration behind the brand's Supernova pimple patch device, alongside the push for precision care. “Current devices are chunky, heavy, big, and very difficult to keep with you wherever you are. And people, nowadays, love to change places and they want to have devices that will stay with them, not just at home or in the cosmetics salon,” she said.
The dual-light technology only works on a very small, specific area of the skin, unlike a full-face device, she said, which means it can act quickly and efficiently on pimples and blemishes. “We are developing devices for the future, which will be more portable but still have the power of a salon or clinic device.”
Korean skincare brand Thome is also bringing power and portability to the skincare devices market with a device called “The Glow,” which uses local dynamic micro-massage (LDM) technology to deliver rapid, alternating ultrasound frequencies to the skin and deeper tissue layers. The wand-shaped device guides users with vocal instructions and is designed for 12-minute treatments in combination with an active topical to improve hydration, skin elasticity, and overall skin rejuvenation, according to the brand.
The company has developed three versions, tailored to skin needs by age, with different power outputs. “The power plays a very different role in each target for ages,” explained Canelo Moon, B2B Lead at Athome Corporation. The strongest power setting is for glow, the medium for hydration, and the lowest for acne-prone and younger skin, Moon said.
Being able to target different needs across different skin ages, he said, is important in today's market, where consumers are realizing the importance of skin health and the role devices can play. “We are just at the starting line of the true potential of beauty devices,” he said. “Currently, the market is a little bit expensive, but [the prices] are coming down, down, down, and the technology is going up, up, up.”
In the bathroom, tools and devices are also being reimagined to enhance rituals and daily personal care moments.
Korean skincare brand ClearDea, for example, spotlighted its portable and lightweight shower filter designed to purify water for improved hair and skin health. Made with a micro-fiber filter and citric acid beads, the 139g shower head can also incorporate skincare pods or cartridges containing active blends for added benefits during showering.
“The reason why we made this was that our CEO goes on business trips abroad a lot, and every time she goes, her skin breaks out, even if she brings the same skincare everywhere,” said Ella Seo, Global Marketing Manager at ClearDea. The goal, therefore, was to create a filter that could be used everywhere to improve the water quality during showering but also add in skin, hair, and body care benefits, Seo said. “We actually made this very portable, very light; we made it to bring everywhere with you.”
The company currently has three skincare cartridge inserts, which last for up to two weeks when used daily: PDRN & Vitamin B12 to revitalize and condition skin, Mucin Collagen to firm and hydrate, and Minari & Cica to soothe and moisturize. The focus is now on developing additional options, including one targeting skin brightening, she said.
US firm Cleanlogic is also focused on rethinking regular bathroom care. The company showcased its range of textile tools for improved cleansing, including its Exfoliating Stretch Cloths, Makeup Removing Facial Buffers, and Dual-Texture Gentle Scrubber, all made using recycled or reclaimed polyester, nylon, or cotton textile fibers.
“Most people see this category as bath accessories; we see it as skincare tools, because what we've been able to do is create a unique exfoliating fabric,” said Isaac Shapiro, President and Co-CEO of Cleanlogic.
There is a “huge gap” to be plugged, Shapiro said, given that the only real traction in exfoliation so far has been monopolized by private-label plastic mesh sponges. “We want to continue to see people trade up out of the good old plastic mesh sponges and bring them into something that's quality,” he said.
Change is happening, particularly among the younger generation, who are increasingly focused on quality products and heightened self-care rituals—the “everything shower” is one good example, he said. But beyond this, skincare, bath care, and tools are also converging. “What we are learning is that the tool is becoming the delivery system and part of skincare,” Shapiro said.
Cleanlogic is due to unveil a partnership with Ulta Beauty in July, when its tools will take centerstage as an important delivery system for skincare—so it's definitely a space to watch, he said.
The extent to which these tools connect with beauty consumers worldwide will be key to their success, selecting and signaling the true tools of tomorrow.