Recent Awards and Mentions

When you have an imagination like ours, it’s no wonder people take notice. Year over year, BBI brands continue to earn awards and accolades for their quality, utility and innovation. From editors to influencers alike, the BBI proposition is clear: We create products that are regular staples on everyone’s “must have” and “can’t live without” lists.

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In the Press
May 12, 2022

Inc.: This Beauty Founder Started a School to Help Others Overcome All the Challenges She Once Faced

In her 20 years as a business owner, Mahisha Dellinger, founder of Frisco, Texas-based hair care company Curls, has had to overcome her share of challenges. Among others, she had trouble finding funding and other resources as a founder of color, and initially she was trying to sell products--hair care items specifically designed for Black women--that were largely unfamiliar to the market. So when she realized she had an opportunity to help others deal with similar issues, she jumped on it.

In the Press
May 11, 2022

Cosmopolitan: Cosmopolitan’s 2022 Holy Grail Beauty Awards

BEST STYLING BRUSH : Goody Heat 101 Volume Boost Round Brush
“A heat-distributing ceramic barrel + tiny boar bristles = a round brush that’ll give you the fastest, shiniest DIY blowout of your goddamn life.” —SR

In the Press
May 09, 2022

Beauty Launchpad: Beauty By Imagination Appoints a New CEO, Effective Immediately

Beauty By Imagination (BBI) has appointed Francesca Raminella as CEO.

BBI is a category-leading hair care, tools and accessories brands–Wet Brush, Goody, Ouidad, Bio Ionic, Twist and Curls.

Gary Dailey, who previously served as co-CEO with Raminella, will assume the role of chief strategy and administrative officer.

Both executives will continue as members of BBI’s board of directors.

In the Press
April 12, 2022

Elle: The 2022 ELLE Green Beauty Stars

We don’t even want to think about where all of our missing bobby pins have gone. You won’t want to lose these either, but Goody’s latest innovation, the Planet Goody collection, takes on hair accessories like hinge clips, butterfly clips and French pins with an eco-twist. The bobby pins are made of renewable plant-based materials, then lacquered in bold colors with non-toxic dyes.

In the Press
April 01, 2022

New Beauty: New Beauty: The Best Brushes

Best Detangling Brush

Equipped with charcoal-infused bristles, WetBrush Refresh & Extend Speed Dry Detangler removes excess oils and impurities as it smooths damp hair.

In the Press
March 31, 2022

Vanity Fair: A Guide to the Best Hair-Strengthening Products for Healthier Hair Without Breakage

Twist by Ouidad Strengthen The Bond Bond-Strengthening Hair Mask

As either a five-minute mask or an overnight treatment, this product adds moisture without weight and smooths the cuticles to deliver robust waves, curls, and coils. Its secret to restoring strength, however, lies in the TeraBond technology, which repairs hair from within the fiber to undo damage.

In the Press
March 27, 2022

BYRDIE: Twist: A Review of the Products Designed for Your Curl Type

For those of us with curly and coily hair types, product ranges and brands that claim to suit all hair types can be cause for skepticism. Let’s face it: There are extra layers and additional steps that we need to incorporate into wash day to not only cleanse our hair and scalp, but to introduce more moisture to our curls. The same can be said for styling: Heavy products with ill-nourishing formulas only prevent our hair from receiving the conditioning it needs. As curly and coily hair requires a bit more moisture and nourishment all within lightweight formulas, it can be a balancing act finding the proper range to not only care for all curls but put these unique needs first.

In the Press
March 01, 2022

Better Homes & Gardens: Beauty Pro Moves

Ouidad Curl Shaper Take Shape Plumping + Defining Cream

In the Press
January 30, 2022

Bustle: Amazon Keeps Selling Out Of These 45 Beauty Products With Near-Perfect Reviews

A Hair Brush That Gently Detangles Knots
When your hair is twisted into tangles and knots, this brush can help. The brand’s IntelliFlex bristles gently separate individual strands, helping to detangle knots without any tugging or pulling — and it’s even suitable for use on all types of hair. The brush is even available in different colors, including gradient sparkles.

In the Press
January 24, 2022

Star: Winter Haircare

Achieve healthy curls with a restorative treatment that combats heat and bleach-induced breakage.

January 04, 2022

Byrdie: The Best Hair Products of 2021

Best Hair Brush
"The first time I used my Wet Brush, I was legitimately suspicious. Surely the ease with which I detangled my hair meant that it didn’t actually work, right? But lo and behold, my coils were coming through. The magic behind this feat is the flexible bristles, which help glide through tangles without any pulling or yanking (and, by extension, reduce breakage and/or split ends). I use mine in the shower with conditioner for extra slip."- Eden Stuart, associate editor

January 04, 2022

Byrdie: The Best Hair Products of 2021

Best Gel
"Since Ouidad is dedicated to curly hair, they have a strong understanding of what each type of curl needs. The coil infusion gel oil provides a lightweight, moisturizing hold to produce well-defined coils without weight."- Elyse Love, MD, board-certified dermatologist

In the Press
December 20, 2021

Allure: The 23 Best Curling Irons and Wands for Every Budget

Yet another genius design for accomplishing multiple heat-induced styles, the Bio Ionic 3-in-One Styling Iron lets you curl or straighten your hair without a fuss. Like most straightening irons, it has flat plates with which to sandwich your hair into sleek submission. To get gorgeous curls, wrap your hair around the iron, which is rounded to serve as a traditional curling-iron barrel. On top of going easy on hair with its ceramic surface, it's infused with a mineral complex to help maintain moisture.

In the Press
December 03, 2021

InStyle: Happy Customers Can't Stop Buying This $10 Jennifer Aniston-Approved Hair Brush

The hair brush in question is the $10 Wet Brush Pro Flex Dry — with her hair wet, Aniston uses the brush to comb her hair after she's applied the product. Personally, I have literally no recollection of shopping for and buying a hairbrush in the first two decades of my life. It seems like it must have happened at some point? But there just always seem to be no name brand hair brushes within my reach. So the idea of a hair brush (that isn't $240) having a following that includes a celebrity is surprising to me.

In the Press
November 01, 2021

The Zoe Report: The 24 Best New Hair Care Products Of 2021

Put your hair in Do Not Disturb mode with this rich, enveloping mask that works overtime on curls — even fragile ones prone to breakage. The best part is the shea butter, coconut oil, almond oil, and jojoba oil ingredients mean this mask can be used as a deeply nourishing overnight treatment or as a quick 15-minute boost on a busy weeknight. “I was nervous that the mask would be too heavy given the consistency of the product,” says Danielle Colin-Thome, BDG editorial operations senior manager, “but it actually gave my curls great definition and didn't weigh them down. It felt hydrating and kept my hair feeling soft for a day after using it.”

In the Press
October 15, 2021

Vanity Fair: Why a Pro-Favorite Hair Dryer Makes the Best Gift

Bio Ionic 10x Pro Ultralight Speed Dryer

“Your hair is most susceptible to damage and breakage while it’s wet,” warns Vanden Berg, who appreciates this Ultralight Speed Dryer for a quick turnaround from freshly washed strands. “I can blow-dry so fast without busting up the cuticle,” she says of the featherweight model.

In the Press
October 12, 2021

CEW: Curl Brand Twist Expands Retail Distribution

Developed by the experts behind Ouidad, hair care brand Twist is less than a year old and is rapidly expanding its retail footprint. Launched in January with the goal of offering Gen Z consumers an effective and affordable curl care regimen, the brand is available DC on and at major retailers such as Walmart, Target, Urban Outfitters, RiteAid, and Amazon. On October 18, Twist will launch in CVS in 2,400 select doors and online, with eight SKUs.

In the Press
October 12, 2021


You can trust Goody Ouchless Elastics to secure your style of choice without tugging or pulling at your hair.

In the Press
October 04, 2021

ModernSalon: Wet Brush Introduces Custom Care Haircare Collection

Wet Brush has launched the Custom Care Haircare Collection, a new line of premium quality tools that appeals to professionals and consumers alike. The collection of specialty styling tools was designed to address individuals’ unique hair needs, allowing for a more personalized approach to styling.

In the Press
September 30, 2021

Allure: 17 Cool Hair Clips and Barrettes for Every Style and Texture

Not only are these baby claw clips an instant throwback to the '90s, but Planet Goody Mini Butterfly Clips are good for the earth, too. Part of Goody's line of sustainable hair accessories, these accents are made from plant-based materials but are still sturdy enough to hold up in a range of straight and curly hair textures.

In the Press
September 28, 2021

InStyle: If You Have Natural Hair, You Need To Add These 10 Tools To Your Routine

I can't express how annoyed I get when a hairband snaps on me, especially when I've perfected my ponytail. According to Nelms, these hairbands will stand the test of time. "The Ouchless Forever Elastics are really comfortable, no snagging," says the hairstylist. "If your hair is really thick, you can trust that these bands won't break while making a ponytail."

September 15, 2021

allure: The 27 Best Beauty Tools of 2021

Hairbrush (Detangler): Goody Total Texture Oil- Infused Detangler | The Goody Total Texture Oil-Infused Detangler distributes a light veil of oil as you brush, so bristles glide without snagging and knots practically undo themselves.

September 09, 2021

SHAPE: The 2021 Shape Beauty Awards: Best Hair Products

Best Brush: Wet Brush Refresh & Extend Paddle Detangler | "The gentlest brush I've tried," says one tester, Wet Brush Refresh & Extend Paddle Detangler quickly works through post-workout knots without pulling or ripping.

July 07, 2021

DSN | Drug Store News: Beauty by Imagination win Buyers’ Choice Award at ECRM Hair Care program

Beauty by Imagination won the Drug Store News/ECRM Buyers’ Choice Award for its Twist Line of curly hair products at ECRM’s Hair Care & Multicultural Hair Program held in June. Ampro was a finalist for its Shine n’ Jam Magic Fingers Braid Gel.

WetBrush Go Green People
In the Press
June 21, 2021

People: 22 Ways to Be Gorgeous & Green

On your next trip to the beauty aisle, look for these eco-friendly innovations.
Better Brush. This popular detangling tool is now made with plant-based plastic.

In the Press
June 21, 2021

Mass Market Retailers: BBI Believes in Hair’s Transformative Power

Beauty By Imagination (BBI) is a dynamic, global platform company that includes such brands as WetBrush, Goody and Ouidad. Here, co-chief executive officer Francesca Raminella details how the company brings innovation and growth to the hair care, hair tools and accessories categories.

In the Press
June 17, 2021

Essence: CURLS Founder To Help 25K Black Woman Entrepreneurs

CURLS Founder Mahisha Dellinger Launches New Wealth-Building Initiative To Help 25,000 Black Woman Entrepreneurs
The hair care brand will provide $450 million worth of free training and resources to help black women create wealth and build community.

In the Press
June 01, 2021


Fill this palm-size brush with serum for a treatment that is both relaxing and rejuvenating to the scalp. Use circular motions to improve circulation and stimulate scalp muscles while removing dead skin cells. - WetBrush Head Start Exfoliating Scalp Massager

In the Press
May 21, 2021

DSN | Drug Store News: Focus On: Beauty By Imagination seizes the ‘hair moment’

Officials at Beauty by Imagination, or BBI, know how empowering, transformative and fun the right hair tools, accessories and hair care products can be to a consumer’s everyday hair routine. They also know how to turn this experience into stronger sales and profits for its retail partners.

In the Press
April 16, 2021

InStyle: Shampoo & Conditioner

FOR CURLY HAIR | Ouidad Curl Quencher
Highly textured hair naturally needs more hydration. The trick is to drench your curls in enough moisture to keep dryness from creeping in.

In the Press
March 12, 2021

DSN | Drug Store News: Curls enters partnership with Beauty By Imagination

Recently it was announced that Curls and its founder Mahisha Dellinger have entered into a partnership and collaboration with Goody and WetBrush owner Beauty By Imagination, or BBI.

In the Press
March 11, 2021

WWD: All the Beauty M&A Deals of 2021

Curls, a hair care line for people with textured hair, has gotten a minority investment from Beauty By Imagination, which also owns Wet Brush, Goody, Ouidad and Bio Ionic. Mahisha Dellinger, the founder of Curls, will remain Curls' majority and controlling owner, and will continue to lead the brand. She will continue to focus on innovation and expand the company's give-back programs, which focus on developing the next generation of Black female entrepreneurs. She will also join the BBI board. Under BBI, Curls plans to expand distribution.

In the Press
March 11, 2021

CEW | Cosmetic Executive Women: Curls Enters into Strategic Partnership with Beauty By Imagination

In the Press
March 07, 2021

Allure: The Prettiest Hair and Makeup Looks From the 2021 Critics' Choice Awards

The Black-ish actor (Yara Shahidi) presented at the award show wearing a sultry purple smoky eye and an ornate updo with light blue fabric woven throughout, courtesy of hairstylist Nikki Nelms. She also lined her upper and lower lash lines in black kohl eyeliner to make them look extra defined.

"I found out what happens when you use @goodyhair TOTAL TEXTURE Super Stretch ELASTICS!!!!... annnnnd we LOVED it!!!" - Nikki Nelms

In the Press
February 01, 2021

Harper's Bazaar: Condition and Care

The first steps of your routine are the foundation for every good hair day.

In the Press
July 29, 2020

Allure: The Best Hair-Care Products and Tools Dropping in July

WetBrush is here to make detangling and styling your hair easier than ever. Instead of constantly switching between tools, the brand's new Break-Free Collection is here to get your blowout on point. The core range includes six brushes boasting a rectangular, triangular, and a few round barrels to help you get the look you desire. WetBrush is also adding a detangling tool with an adjustable barrel so you can customize your own brush, based on your hair's needs.

July 08, 2020

SELF: The 15 Best New Hair-Styling Tools and Products of 2020

Best Styling Product for Fine, Thinning Hair: Ouidad Going Up! Volumizing Texture Spray
Testers love that this product lived up to its name, saying it pumped up the volume, leaving behind a full, luscious mane that you could still run your fingers through. They also noted that the blend of mongongo oil, manuka honey, raw silk powders, and carob tree protein felt nice on their hair compared with other products.

July 08, 2020

SELF: The 23 Best New Shampoos and Conditioners for Every Hair Type

Best Dry Shampoo: Ouidad Clean Sweep Moisturizing Dry Shampoo
While this “invisible” dry shampoo is technically created for curly hair, our testers loved how the product is versatile enough to be used by just about any hair type. Bonus: The shampoo doesn’t have to be brushed through hair to be evenly distributed.

In the Press
July 01, 2020

InStyle: The 15 Best New Beauty Products Dropping in July

Wetbrush's first styling collection includes this game-changing triangular shaped brush. Use it like a round brush for shaping hair and adding volume or brush with the flat side to get a smooth, sleek, shiny blowout.

In the Press
June 30, 2020

Well + Good: 100 of the Best Drugstore Hair, Skin, and Body Products Under $20 That Beauty Editors Love

There’s no such thing as having too many hair ties (if you’re anything like us, you’ve got one in every drawer, purse, and corner) and this pack of 50 will lock any sort of hair texture in place without ripping or breaking it.

In the Press
June 29, 2020

Stylecaster: The Best Everyday Scrunchies to Save Your Second Day Hair

A black scrunchie is always a good idea and goes with every outfit you own. These knit ones aren’t boring at all. You get eight in a pack so you’ll always have one when you need it.

In the Press
June 24, 2020

Business Insider: I found a hair dryer that dries super fast and weighs less than a pound, and it's made my morning routine so much easier

I was a competitive swimmer for 14 years of my life and swam throughout high school, which meant I had to wash and dry my hair a lot. Even now, I have to wash and dry it at least three times a week due to working out and just existing, really.

In the Press
June 15, 2020

Allure: The 13 Best Boar-Bristle Brushes, According to Top Hairstylists

This is my go-to recommendation for anyone looking for an affordable option," Kimble says of the Goody Styling Essentials Naturally Smooth Brush. Made with 100-percent boar bristles and a comfortably shaped wooden handle, it promises to prevent frizz and static whether it's used on wet or dry hair.

In the Press
April 24, 2020

Allure: April's New Hair-Care Launches Give Us Something to Look Forward to

Ouidad is the latest to jump on the scalp-care trend with its new Scalp + Hair Collection. The four-piece range includes two serums, the Bye Bye Dry! Smoothing + Moisturizing serum which hydrates your scalp to tamp down on flaking and itchiness, as well as the Bye Bye Breakage! Strengthening + Thickening Serum, which works to fortify the root so you ultimately have less hair breaking off as your length grows out. The Ready, Set, Clean Scalp + Hair Rinse is a cleansing gel the gently clears away buildup, which is a must if you want your curls to retain that gorgeous bounce. But probably the most exciting launch in the collection is the Heavy Lifting Bubbling Scalp Mask, which starts as a gel, but turns into a bubbling foam to invigorate your scalp, get rid of product residue, and set your pH right.

April 21, 2020

Women's Health: Introducing the Women’s Health Beauty Awards 2020 Winners

Wet Brush Go Green Infused Tea Tree Brush
Make knots disappear and amp up shine in one stroke with this biodegradable brush. It has two types of bristles (plastic and synthetic boar) and is infused with plant oils. A multitasking wonder.

April 21, 2020

Women's Health: Introducing the Women’s Health Beauty Awards 2020 Winners

This 1.25-inch barrel creates the perfect not-too-tight, not-too-loose waves, then unclamps to become a flatiron that smooths pony creases. Brills!

In the Press
April 01, 2020

Allure: Goody's New Tools for Textured Hair Are Nikki Nelms-Approved

When you're talking about Nikki Nelms and her work, it seems like an understatement to describe her as a hairstylist. Sure, technically, she does style hair, but the sculptural, experimental, and downright dope things she does with all that stuff coming out of your scalp makes hair artist a more appropriate term.

In the Press
March 27, 2020

Popsugar: 21 Hair Dryers, Curling Irons, and Straighteners Sephora Shoppers Swear By

If you've ever gotten a sore arm while blow-drying your hair, then the Bio Ionic 10X Ultralight Speed Dryer ($295) is your new lightweight BFF. It's also a powerful one that dries hair very quickly — and has an average 4.5-star rating from other Sephora shoppers.

In the Press
February 24, 2020

Cosmopolitan: How to Curl Your Hair With a Straightener: 7 Simple Steps

I am going to let you in on a little secret. You know how all those girls on IG with perfect beach waves? They’re using hair straighteners to get them. I’m not even kidding—a flat iron (!!!) is how they get those bomb-ass waves and curls.

In the Press
December 18, 2019

Vogue: The Best Drugstore Beauty Products, According to Vogue Editors

There’s something comforting about dropping into the corner drugstore. Perhaps it’s the consistency—same fluorescent lighting, same (different, but same) pop song playing, same row overstocked with candy and plush toys to mark whatever holiday is coming up or has just passed—and of course, all the cult beauty products that keep us returning time and again.

In the Press
December 16, 2019

NPR: Scrunchies Are Cool Again. Hair's How They Staged A Comeback

Georgie Williamson's first scrunchie moment came the day she was born. In 1989 her mother was in labor, wearing a black velvet scrunchie with a bow. And the daughter grew up a believer — "a scrunchie gal," as she puts it.

November 26, 2019

Women's Health: Women’s Health Fitness Awards 2019

Ready to stock up on all the best fitness gear to support your fitness goals for 2020? Well, it's your lucky day, because Women’s Health collaborated with over 50 industry experts—trainers, athletes, and editors—to curate this year's list of the must-have workout clothing and accessories.

In the Press
October 23, 2019

Glamour: The 20 Best Hair-Dryers Actually Worth Your Money

No matter how much time you spend diligently studying how your stylist blows out your hair, achieving the same sleek and shiny look at home is no easy feat. Blow-drying your own hair is hard, despite stylists swearing on their lives, graves, and favorite hairspray that, with the right hair-dryer, even the most round-brush-inept can pull off a perfect blowout.

October 22, 2019

Harper's Bazaar: Hair Awards: The 35 Best Products of the Year

Everyone is obsessed with getting gorgeous hair, but testing out new products can feel like a never-ending game of trial and error. So, we collaborated with some of the world’s top hairstylists and experts to see what’s really worth adding to your routine.

In the Press
June 13, 2019

Elle: 24 Hair Dryers So Good You Won't Need To Book A Blowout

"Why don't my blowouts look this good at home?" is a question you've probably asked yourself every time you've walked out of a salon. Part of that is professional expertise, yes, but another major factor you're probably overlooking is the tools you're using.

April 02, 2019

Cosmo: 7 Best Detangling Brushes Your Knotty Hair Needs ASAP

How many times have you tried to run a brush through your hair and realized, LOL, not even remotely possible, thanks to a zillion knots and tangles that seemingly manifested themselves out of nowhere?

In the Press
March 29, 2019

Elite Daily: 6 Festival Hair Trends For 2019 That You'll See Everywhere This Summer

Forget the killer music, great food, and fun people — festival season is all about who’s wearing what these days, including some surely wild hair trends I can’t wait to see everyone showing off.

March 25, 2019

Glamour: Beauty Awards: The 18 Best Curly and Natural Hair Products of 2019

Ask any woman with curls or kinks and she’ll tell you that the right hair products (and styling methods) can make all the difference. Gone are the days of beating springy spirals into straight submission.

In the Press
April 02, 2018

Refinery 29: Best Products for Pink Hair

Last fall, I started daydreaming about dyeing my raven-black hair a shade of bright, bubblegum pink. It was a process I'd been entertaining for a while, and nearly everyone I knew told me not to do it. "It'll fry your hair," my co-worker warned. "It fades so quickly," another one piped in. "Your hair might fall out!" someone added.