The salon-at-home movement is accelerating and consumers aren’t waiting for their next appointment to achieve professional results. With salon visits down 4 million+ year over year (YoY) according to The KIM Report, shoppers are turning to Amazon to build a personal toolkit of heatless systems, multistylers, blowout brushes, and long-barrel curlers that help them recreate celebrity-level styles at home. According to NielsenIQ, over half of beauty sales now happen online, driven by Amazon’s growth, and 59% of beauty consumers say convenience is their top priority when choosing where to buy. Hair tools sit right at that intersection: high-impact results, delivered fast, to the front door.
“Amazon's top-trending hair tools are as diverse as the styles consumers are aspiring to recreate at home,” says Vanessa Kuykendall, Chief Engagement Officer at Market Defense. “From heatless curls to blowouts to precision stylers, shoppers are building a toolkit that lets them achieve salon-quality results while protecting the health of their hair in between visits.” Related hashtags like #blowouttutorial (4.2M weekly views), #hairtutorial (3.8M), and #curtainbangstutorial (2.5M) reveal how actively consumers are seeking hands-on, replicable techniques
Market Defense, the full-service marketplace agency, analyzed the top 10 trending hair tools on Amazon based on highest average daily unit sales, ranking them by real-time consumer demand.
1. TYMO Automatic Rotating Curling Iron (CurlPro Beach Waves Curling Wand)
The Data:
The Brand: Chinese brand TYMO entered the US market in 2019 with a bang, introducing its RING series of multitasking hair-straightening brushes. Loved for its hair tools’ sleek design and ease of use, TYMO recognized a white space in the market and initially focused on marketing to underserved customers. By creating problem-solving tools for diverse hair textures, from fine and curly to 4C afro-textured hair, TYMO quickly built a devoted audience. While TYMO launched with its hero RING series, currently the company’s rotating CurlPro is quickly making waves (no pun intended) with customers. Since its inception, the brand has scaled across Europe, South East Asia, and the Middle East.
The Winning Formula:
TYMO’s rotating CurlPro is the breakout star of the moment. Designed for consumers chasing effortless “celebrity beach waves,” the tool merges automation with ease of use, ideal for beginners and seasoned stylers alike. CurlPro aligns with rising demand for “beach waves,” with Amazon searches for “beach waves curling iron” up 125% YoY. Brand search visibility continues to increase as well, with TYMO web searches up +49.3M YoY and TikTok engagement trending upward (#tymo at 181.6K weekly views). As the #1 Hair Curling Wand with more than 5,000 daily units sold, the product benefits from strong alignment between search intent and functionality.
2. Kitsch Satin Heatless Curling Set – Sunset Tie Dye
The Data:
The Brand: Kitsch founder and CEO Cassandra Thurswell started Kitsch in 2010 with “the basics” by hand-making hair ties and growing the business organically. The brand now sells everything from shampoo bars and body scrubs to satin bonnets and face oils. Kitsch may offer a wide range of SKUs, but the brand’s heatless curling set quickly became a TikTok darling for empowering consumers to curl their hair without damaging heat. The brand is sold in more than 20,000 retail locations across 27 countries, including Ulta Beauty, Sephora, and Whole Foods.
The Winning Formula:
Heatless curls aren’t just a TikTok fad—they’re a full-blown retail engine. US searches for “heatless hair curlers” are up 30.3%, with Amazon shoppers searching “heatless curls” 210K times each month. Kitsch benefits immensely from this momentum: The brand sees 700K monthly searches for “Kitsch” on Amazon and ranks as the #1 Hair Rollers product, selling nearly 6,000 units per day. As a Top 10 Hair Care brand during Prime Big Deal Days (PBDD) 2025, Kitsch thrives because its format aligns perfectly with consumer behavior—high demo value, high virality, and zero heat damage.
3. Shark FlexStyle Air Styling & Drying System
The Data:
The Brand: Founded in Montreal, Canada, in 1994 by entrepreneur Mark Rosenzweig, originally named Euro-Pro Operating LLC, SharkNinja was born to compete with Dyson from day one. Starting with home appliances like vacuum cleaners and steam cleaners, the company changed its name to Shark in 2000. In 2009, the company launched high-powered blenders and kitchen appliances under the Ninja name, and in 2015, it became SharkNinja. The company entered the beauty space in 2021 with the launch of its hair dryer system HyperAIR under new brand Shark Beauty. Since then, the brand has expanded into hair stylers and facial devices. SharkNinja reported $5.5 billion in annual revenue for 2024.
The Winning Formula:
FlexStyle wins by delivering Dyson-level results at a meaningfully more accessible price. During Cyber Week, Shark priced FlexStyle at $199 (down from $349) compared to Dyson’s $499 (down from $649), giving value-focused shoppers a clear reason to trade up without going luxury. As the #1 Hair Multi Styler with 5,394 daily units sold, Shark converts trend demand into real ranking velocity. FlexStyle’s multiformat styling aligns perfectly with current viral looks, and as a Top 7 Hair Care brand during Prime Day 2024, Shark proves it can compete head-to-head with beauty’s most dominant tool.
4. Wet Brush Original Detangler (Black)
The Data:
The Brand: Under the Beauty by Imagination (also known as JD Beauty Group) umbrella, Wet Brush was launched in 2005 to transform the often unpleasant task of hair detangling into a fun experience. The brand’s best-selling product, the Wet Brush Detangler, utilizes the company’s proprietary IntelliFlex bristles which, according to the company, minimize pain and reduce breakage. Known for its strategic collaborations, one Wet Brush is purchased every three seconds.
The Winning Formula:
Wet Brush maintains category relevance by combining utility with timely cultural moments. Limited-edition collaborations tied to major film releases—such as Nightmare Before Christmas and Wicked—give the brand incremental visibility when shoppers search for movie-related merchandise. During the launch of the original Wicked film, related searches reached 1.8 million per month, placing Wet Brush products in front of high-intent traffic beyond the typical beauty audience. Supported by its #1 Hair Brush badge, established review base, and wide variation range, Wet Brush continues to perform steadily across both routine-driven and event-driven demand.
5. TYMO CurlPro Plus Long Barrel Curling Wand (Gold)
The Data:
The Brand: Chinese brand TYMO entered the US market in 2019 with a bang, introducing its RING series of multitasking hair-straightening brushes. Loved for its hair tools’ sleek design and ease of use, TYMO recognized a white space in the market and initially focused on marketing to underserved customers. By creating problem-solving tools for diverse hair textures, from fine and curly to 4C afro-textured hair, TYMO built a devoted audience. While TYMO launched with its hero RING series, currently the company’s rotating CurlPRO is quickly making waves (no pun intended) with customers. Since its inception, the brand has scaled across Europe, Southeast Asia, and the Middle East.
The Winning Formula:
Long-barrel irons are having a moment thanks to face-framing layers, and cascading wave trends. Amazon searches for “long barrel curling iron” are up 50% YoY, and TYMO is perfectly positioned to capture it: Web searches for TYMO are up +49.3M YoY. CurlPro Plus is the #1 Hair Curling Iron, selling 4,747 units per day at a premium-but-reachable $62.99, and is buoyed by TYMO’s brand-level momentum.
6. Wavytalk Hair Dryer with Diffuser
The Data:
The Brand: Founded in Plano, Texas, in 2022 by Freshline Products, Inc., Wavytalk is known for its “salon-quality” hair tools and high-profile collaborations. A TikTok Shop favorite brand, Wavytalk ranked third overall on TikTok across all categories and first in Beauty and Personal Care. By leveraging strategic collaborations and brand ambassadors, Wavytalk has won over the ages 18-34 women demographic with its social-first campaigns. In November 2025, the company announced its partnership with Target and Target.com.
The Winning Formula:
Wavytalk’s diffuser-first dryer wins by aligning with what consumers are actively searching for and seeing. Spate reports Wavytalk searches up 62.4M YoY, and the brand’s TikTok visibility is exploding (#wavytalk at 4.2M weekly views). As the #1 Hair Dryer on Amazon with 3,858 daily units sold and 24,000+ reviews, Wavytalk is benefitting from a tidal wave of discovery. Its partnership as the exclusive hair tools sponsor of Sabrina Carpenter’s Short n’ Sweet Tour amplifies demand even further, especially with #SabrinaCarpenterHair up 500% on TikTok. Wavytalk’s ascent to a Top 4 Hair Care brand during PBDD 2025 shows it has the momentum (and cultural cachet) to stay ahead.
7. Tangle Teezer Ultimate Detangler – Millennial Pink
The Data:
The Brand: Tangle Teezer was founded in London, England, by hairstylist Shaun Pulfrey in 2007. At that time, Pulfrey tried to gain exposure and funding for Tangle Teezer by appearing on the UK’s Dragon’s Den (similar to US show Shark Tank). Unfortunately for Pulfrey, the Dragons rejected the Tangle Teezer, calling it “hair brained” and a “horse brush.” Undeterred, Pulfrey launched the original Tangle Teezer in UK retailer Boots in 2008. Tangle Teezer scaled quickly, expanding into 85 countries, with 20 units sold every minute, according to the brand. Tangle Teezer has won two Queen’s Awards for innovation and international trade.
The Winning Formula:
Tangle Teezer is capturing the sharp rise in brush-specific search traffic. Amazon searches for “detangler hairbrush” are up 400% YoY, while broader searches for “detangler” have climbed 66% YoY to more than 315K per month. As the #2 Hair Brush with 3,600 daily units sold and 13 variations, Tangle Teezer converts this surge by owning a recognizable silhouette and a clear promise: gentle detangling with reduced breakage. Its strong review base and distinct design help it remain a top pick for shoppers navigating an increasingly crowded brush category.
8. L’ange Le Volume 2-in-1 Titanium Blow Dryer Brush
The Data:
The Brand: Founded in 2017 by Dalia Lange, L’Ange Hair was born in Southern California from a mother’s frustration with finding hair tools that could be used by both of her daughters who have different hair textures. Self-funded and family-owned, the brand is loved by consumers for its advanced hair tools sold at accessible prices. The company scaled quickly thanks to its DTC distribution, making L’Ange Hair a nine-figure business in four years.
The Winning Formula:
Le Volume excels because it sits at the crossroads of demand and brand recognition. Amazon shoppers search “L’Ange” over 360K times per month, giving the brand a strong built-in advantage on Amazon’s search-led platform. The tool’s tentpole track record is unmatched; it was the #1 Hair Care product during PBDD 2024 and remains the #1 Hot Air Hair Brush overall. With 3,827 daily units sold, titanium plating, and prestige styling results, at $47.98, Le Volume has become the go-to for shoppers wanting a salon-style blowout without the Dyson price tag.
9. Bio Ionic Long Barrel Styler (1.25”)
The Data:
The Brand: Founded in 1997 by iconic hairstylist Fernando Romero in Hauppauge, New York, Bio Ionic is famous for its natural “Ion-Generating Mineral Complex,” which harnesses negative ions in hair tools to help seal the hair cuticle and combat frizz. Originally sold as a professional line, Bio Ionic expanded to consumer distribution as the brand gained popularity. In 2018, the brand was acquired by JD Beauty Group, the parent company to Wet Brush for an undisclosed amount.
The Winning Formula:
A favorite among professional stylists, Bio Ionic shows how a premium professional tool can carve a meaningful niche on Amazon. Searches for “Bio Ionic long barrel curling iron” are up 50% YoY, and searches for “Bio Ionic long barrel” have surged 83%, making the brand name itself synonymous with the format. As the #2 Hair Curling Iron with 3,362 units sold daily, Bio Ionic benefits from this rising branded intent. A focused lineup of five variations and a professional-grade price of $111.85 reinforces trust, while strong demand for long-barrel tools keeps the Styler visible in high-intent search results.
10. TYMO ROVY Hair Crimper Waver (Beach Waves)
The Data:
The Brand: Chinese brand TYMO entered the US market in 2019 with a bang, introducing its RING series of multitasking hair-straightening brushes. Loved for its hair tools’ sleek design and ease of use, TYMO recognized a white space in the market and initially focused on marketing to underserved customers. By creating problem-solving tools for diverse hair textures, from fine and curly to 4C afro-textured hair, TYMO built a devoted audience. While TYMO launched with its hero RING series, currently the company’s rotating CurlPRO is quickly making waves (no pun intended) with customers. Since its inception, the brand has scaled across Europe, South East Asia, and the Middle East.
The Winning Formula:
Crimpers and wavers are having a renaissance, and TYMO is riding the front of that curve. Amazon searches for “hair crimper iron” are up 49% YoY, while broader demand for beach-wave looks generates 189K searches per month. The ROVY Waver ranks as the #2 Hair Curling Wand, selling 3,060 units per day with nearly 10,000 reviews validating performance. Priced at $39.98, it offers an affordable entry into trend-forward styling, while TYMO’s brand-level strength helps lift ROVY in organic rankings across every major wave- and crimp-related search term.
How to Win in the Hair Tools Boom
Market Defense’s team brings deep category expertise to this space—from former professional stylists who started behind the chair to leaders who have driven growth at brands like Living Proof and T3 Micro, alongside a client roster that includes some of the hottest haircare brands today. “We’ve seen firsthand what it takes to compete in this fast-moving category,” says Kuykendall. Here are the team’s top strategies:
1. Meet consumers where they learn: in tutorials.
TikTok and YouTube are no longer inspiration—they’re the instruction manual. Hashtags like #blowouttutorial (4.2M weekly views), #hairtutorial (3.8M), and #curtainbangstutorial (2.5M) show how hungry shoppers are for replicable, step-by-step techniques. The right influencers can make or break a launch: Demos reduce returns, set realistic expectations, and prevent the frustration consumers feel when they can’t recreate the look on their own.
“Influencers play a critical role in helping consumers understand how a tool works and what results they can realistically expect,” says Charlotte Sarmouk, Director of Growth Strategy at Market Defense. “Clear tutorials reduce returns by setting the right expectations. You can’t assume shoppers will know how to recreate a look without being shown. When activating influencer campaigns at Market Defense on channels including TikTok, we collaborate closely with creators to ensure key areas are covered: clear messaging, accurate product demonstration, and authentic content that aligns with the brand. This ensures the tool is showcased well and helps shoppers feel educated, inspired, and confident in their purchase.”
2. Lean into healthy, voluminous hair with a picture (or video) that speaks a thousand words.
Consumers are obsessed with hair growth—thicker, healthier, longer, stronger hair; it dominates all hair searches on Amazon. It's no surprise that the bestsellers list is dominated by curling tools, crimpers, wavers, and blow out brushes to build more voluminous, full-bodied styles. As consumers reach for these tools, they also reach for heat protectants like CHI's Thermal Protection Spray, a frequently bought item with TYMO's Rotating Curling Iron. This illustrates the importance of explaining the science behind the tools by messaging around healthy heat styling as consumers seek the results they want without compromising hair health.
"On Amazon, shoppers are scanning for evidence that a tool will protect and enhance the hair they have, not fry it. Having worked with leading hair brands and constantly monitoring this category on Amazon, I have one word of advice: videos,” says Amy Rudgard, SVP of Client Delivery at Market Defense. “Looking at top sellers like TYMO, it's clear they have a winning formula in exploiting Sponsored Brand Videos, a hot ad placement for garnering more exposure and pushing up the funnel on Amazon. Not only does TYMO hold the most share of video ads in the styling tools category, but they also have 3x the share of video ad exposure of their closest competitors. They own video ads in the category, and it's paying off in sales. Plus, they've mastered the art of a high-performing video leveraging quality UGC content that makes using the tool look like a breeze while showcasing curls to-die-for that look healthy, shiny, and bouncy.”
3. Own your top keywords and build ranking velocity.
In hair tools, the difference between breakout success and stagnation comes down to algorithmic visibility. Brands need a focused search strategy that identifies the highest-converting keywords, builds ranking velocity, and avoids wasting spend across hundreds of low-impact terms. Keyword stacking and tight campaign structure are essential, ensuring your ads cover all the right terms for your hero tool. In a hypercompetitive category, smart keyword prioritization is what drives sustainable growth.
“Like hair trends, this category moves fast. You need aggressive, prioritized keyword coverage around the highest-converting terms to even enter the conversation,” says Dave Karlsven, SVP, Client Marketing and Data Science at Market Defense. “The brands that win concentrate spend where it matters most and build momentum through strategic ranking velocity.”
4. Professional brands must differentiate or get lost in the noise.
With hundreds of consumer-grade tools crowding the category, pro brands win by owning what only they can deliver: longevity, quality, premium materials, and superior hair outcomes. The key is positioning the tool around professional performance, not price, so it isn’t pulled into the race to the bottom. Clear differentiation and expert-led storytelling help pro tools maintain their value on Amazon without being commoditized.
“When salon traffic softens, tools become one of the most powerful ways to stay in the client’s routine. The biggest opportunity for pro brands on Amazon is the client who walks out of the salon and wants the exact tool their stylist used,” says Aimee Gonzalez, Director of Business Development at Market Defense and an experienced hair stylist. “Selling tools on Amazon lets pro brands extend that relationship into the home. That is why pro brands should be on Amazon with more than one or two generic SKUs. A structured, pro-led assortment that mirrors what stylists really use helps you hold your value and avoid being treated like just another tool brand in the feed.”
5. Treat hair tools as part of a full-funnel, multiformat content ecosystem.
Today’s hair-tool shopper doesn’t move in a straight line; they move through a loop of social discovery, tutorial-driven research, and Amazon conversion. Stylists and creators are shaping expectations long before a customer hits the PDP, which means brands must align TikTok, YouTube, Meta, and Amazon content so the experience feels seamless. When your full-funnel ecosystem reinforces the same message (technique, results, and hair-health benefits), you earn higher click-through, stronger conversion, and more ranking velocity on Amazon.
“Today’s shopper discovers on TikTok, researches on YouTube, watches client transformations on Reels, and buys on Amazon—they don’t shop in silos,” says Kuykendall. “Customers who arrive on Amazon after doing their homework convert at dramatically higher rates; we consistently see CTR lift when social and Amazon content reinforce the same story. When the journey matches the PDP, CVR climbs. Just like buying haircare in-salon and on Amazon keeps consumers engaged with the brand between visits, selling tools on Amazon strengthens the entire product ecosystem. Be where the customer is, and don’t leave marketplace performance to chance.”
