BBI in the News

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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November 13, 2023

Glamour: The Best Curly and Coily Hair Products of 2023

Best Luxury Shampoo & Conditioner for Coils: Ouidad Unbreakable Bonds BondBuilding Shampoo + Conditioner

The fragrance-free feature of this product is an absolute game changer for me—I’ve had issues in the past with scented products drying out my hair, so this is a huge win. What’s more, I’m beginning to grasp the importance of lathering conditioner and allowing it to work its magic on my hair for several minutes. It’s all about taking the time rather than rushing through the process. This duo has been a real lifesaver for managing my usual frizz and dry ends, leaving me with soft and easy-to-manage hair after each wash. —Ru Wolle, senior projects editor

In the Press
November 07, 2023

Happi: Beauty by Imagination Appoints Jennifer Van Aken Vice President, Brand Strategy & Growth

“We are thrilled to welcome Jennifer Van Aken to BBI to lead these two dynamic brands. Jenn’s extensive experience in the beauty industry is well suited for this role and we’re looking forward to her impact as one of our three female VPs leading BBI’s Business Units,” said Marina Binichis, executive vice president of marketing, communications & e-commerce at Beauty by Imagination.

In the Press
October 03, 2023

New York Times : Wirecutter: A tiny hairbrush for post-bath tangles

Despite the fine, soft texture of my daughter’s hair, the first baby brush I bought for her barely smoothed the surface and did nothing to detangle the layers underneath. Instead, I found myself reaching for my adult-size Wet Brush to comb through her post-bath hair. Finally, I got smart and bought my then-1-year-old her own Wet Brush Mini Detangler, which was much easier to maneuver around her little head. Its tines are firm but flexible; they make quick work of tangles but somehow never tug or pull at delicate hair. The handle is also just the right size for small hands. Long before my daughter mastered brushing, she enjoyed waving this brush in the general vicinity of her head. This one comes in lots of fun colors, too, which helped us find it when the brush was accidentally buried in the toy bin.

In the Press
September 18, 2023

Star Magazine : Freshen up your skin, hair and makeup routines this fall with cool innovations from some of our favorite budget-friendly brands.

Speed up drying time and lessen hair breakage with this performance-driven styling essential.

September 14, 2023

People: Best Detangling Brush: Wet Brush Go Green Paddle Detangler

Thanks to its generous surface area, this brush tackles every last knot and it’s super cute to boot.

In the Press
September 13, 2023

Global Cosmetic Industy: Beauty by Imagination Appoints CFO

Beauty by Imagination (BBI) has appointed James MacPherson its chief financial officer, where he will use his expertise to steer the company's financial strategies, identify category drivers and accelerate growth.

MacPherson brings more than 30 years of finance leadership experience, 17 of which have been in the beauty business.

He was most recently the CFO of Olaplex. Between 2011 and 2016, he also worked at Becca Cosmetics Group.

BBI CEO Francesca Raminella said, "We are thrilled to welcome James as our CFO. His wealth of experience scaling beauty consumer goods companies and driving financial performance makes him well qualified to lead the finance team as BBI enters our next phase of growth. James is a key addition to our executive leadership team, positioning BBI for success in 2023 and beyond."

August 24, 2023

Cosmopolitan: The 2022 Cosmopolitan Readers’ Choice Beauty Awards: BEST HAIR BRUSH

A clear favorite in the category, Wet Brush’s original detangler got *triple* the amount of votes than the runner-up. It uses flexible bristles that easily glide through hair to cut down on breakage while you brush.

July 24, 2023

AskMen: Best Hair Styling Product for Curly Hair

Curly-haired dudes require styling products that accommodate their specific hair type and Ouidad fits the bill, enhancing bounce and luster with this moisturizing style gel that doubles as a hydrator. Is it time to bring back the Justin Timberlake ramen hair? All signs point to yes.

In the Press
July 12, 2023

Mass Market retailers: BBI announces brand-focused management structure

Beauty by Imagination (BBI) a leading manufacturer of iconic haircare brands including Wet Brush, Goody, Ouidad, Curls, and Bio Ionic is gearing up for its next phase of growth and reinforcing the company’s brand-centric go-to-market approach by creating new strategic teams led by three female Vice Presidents.

“We are thrilled to have three talented female leaders from varied business backgrounds driving growth for our iconic brands: Wet Brush, Goody, Ouidad, Curls and Bio Ionic. I am excited by their unique abilities and combined experiences and look forward to supporting these new “Brand Bosses” as they catalyze BBI’s next phase of commercial excellence and category-leading performance,” said Marina Binichis, BBI Executive Vice President. “Together, we will further BBI’s promise of The Beauty of Confidence for All.”

July 07, 2023

InStyle: Best Hair Tie: Goody Tru x Reyna Noriega Collab Ouchless Forever Elastics

"These Goody hair ties do the best job of holding up my long thick hair up without damaging or pulling it. But what I really love about them is that they never get stretched out no matter how many times you use them. This collection in particular partners with Miami-based artist Reyna Noriega, so you get vibrant and rich colors such as this bright blue (my personal fave) that you'll want to wear all summer long." —A.N.

In the Press
June 22, 2023

Vogue: The 16 Best Curling Irons, According to Celebrity Hairstylists and Vogue Editors

Bio Ionic Long Barrel Curling Iron
Why We Like It: Those with long hair should eagerly consider this Bio Ionic iron which features a barrel two inches longer than traditional models. What’s more, this design can facilitate styling the back of your head too. Either way, this is designed to lock in moisture and create long-lasting curls sans crunchy

June 06, 2023

SELF: The Best Detangling Brush: Wet Brush Go Green Speed Dry Detangler

This Wet Brush is designed to glide through fragile, damp strands without creating damage. Thanks to heat-resistant bristles and a unique vented design, you can use it safely while blow-drying too.

June 06, 2023

SELF: The Best Flatiron: Bio Ionic 10X Styling Iron – Blurred Fantasy

Bio Ionic’s latest innovation literally brings good vibes—this flatiron gently vibrates when closed, ensuring the hot plates hit and straighten strands from every angle. This increased coverage brought testers a faster, smoother, and silkier look. Plus the rounded barrel allows you to create curly and wavy styles too.

In the Press
June 02, 2023

In Style: Everything You Need to Know About Hair Oil

You can also use hair oil to maximize the benefits of a deep conditioning treatment. For example, if your curly hair craves intense moisture, “you can mix a few drops of Ouidad Mongongo Oil Multi-Use Curl Treatment into your favorite conditioning mask or repairing treatment for added nourishment,” says Peters.

In the Press
May 25, 2023

CBS: Best products for a day at the beach

Ahead of Memorial Day weekend lifestyle expert Sadie Murray, The Go-To Girlfriend, has everything you need for a perfect day out in the sun.

In the Press
May 23, 2023

Elle: Last Drop: May's Best Beauty Launches

Wet Brush Mandalorian Original Detangler
Cuz girls love Star Wars, too. Wet Brush is getting intergalactic with a Wet Brush Mandalorian Collection. For $12.99, you can get a brush with one of your favorite characters, including Grogu (Baby Yoda) and the Mandalorian himself. With Intelli-Flex bristles to help detangle your hair and boasting 45% less damage and 55% less effort, the brush will glide through your tangles and knots, leaving the action for the show and not your hands. May the (detangle) force be with you.

In the Press
May 15, 2023

Global Cosmetic Industry: Beauty by Imagination Appoints Jonathan Thompson-Hill Executive VP, Global Sales

Beauty by Imagination (BBI) has appointed Jonathan Thompson-Hill as executive vice president, global sales, effective immediately.

Thompson-Hill will be responsible for leading BBI’s sales, forecasting and sales operations teams and processes to continue BBI’s accelerated growth.

He will focus his first months at BBI on continuing to strengthen the sales organization, enhancing operations and supply effectiveness and executing a timely channel distribution strategy to improve customer satisfaction.

Thompson-Hill was most recently VP of U.S. sales at Beiersdorf, where he led strategic initiatives and channel strategies that doubled net sales.

Prior to his most recent role, he spent 16 years at Proctor & Gamble as global sales leader.

May 10, 2023

Oprah Daily: 14 Hair Dryers for a Salon-Worthy Blowout at Home

Bio Ionic Smart-X High Efficiency Hair Dryer + Diffuser

If you have dry, damaged, or color-treated hair, you'll love the way this dryer works. Bio Ionic emits a proprietary mixture of volcanic rock and minerals that allows water molecules to penetrate into the strands, resulting in softer, smoother, and shinier hair.

May 03, 2023

Allure: 11 Awesome Hair Products That Won Readers' Choice Awards in 2023

HAIR TOOL: Wet Brush Original Detangler

The Wet Brush Original Detangler looks a whole lot like other brushes, but the readers who overwhelmingly voted it best hair tool know it's something special. The unique bristles skate through hair for pain-free detangling. Use it on dry hair whenever you wish, but the fact that it's so much less damaging on wet hair — when it's most vulnerable — will make you especially grateful.

In the Press
April 08, 2023


CURLS, the most recognized natural hair care brand in North America, the textured hair aisle, and the multicultural community, is excited to announce the launch of its 2023 Hair Trend Release TRANSLATE: a compilation of defined hair textures, forms, and angles using cornrows, braids and lots of curls to create five elevated, consciously curated yet versatile hairstyles using CURLS high performance styling products. This collection is truly designed to empower women with textured hair to speak their truth and express themselves through their hair.

In the Press
April 07, 2023

Retail Brew: Goody parent company CEO shares the hair-accessories giant's innovation strategy

The brand just released its largest ever collection, a Walmart-exclusive 60-piece line called Goody Tru, collaborating with three multicultural women artists—Reyna Noriega, Hola Lou, and sister trio Let It Happen—to create products from satin bonnets to hair charms.

The line saw a 70% unit sell-through rate at the end of February, making up 66% of the top 25 hair accessory fashion items at the retailer.

In the Press
April 04, 2023

CO— by USCC: Hair Accessories Brand Goody Gets Artsy to Cultivate New Consumers

The venerable brand's new Goody Tru collection was created by BIPOC artists and designed to drive sales transactions and appeal to multicultural customers that value self-expression.

In the Press
March 22, 2023

People: Olivia Wilde Debuts 'French Girl Bangs' Just in Time for Spring: All the Details on Her Hair Change

To achieve the red carpet look, Roszak started with the ROZ Santa Lucia Styling Oil to smooth and define her hair and then layered on top a new ROZ product coming in the next month as a finisher for the ends.

Following the application, she took an Ibiza medium boar bristle round brush and placed the hair on top, blow drying the hair with the Smart-X High Efficiency Dryer forward and up for volume and for a soft, easy finish.

March 21, 2023

Men's Health: The 2023 Men's Health Grooming Awards: BEST HAIR DRYER

Not only does this ultra-sleek hair dryer make barely a whisper when it’s powered up, but it dries hair at lightning speed with less heat thanks to Smart-X technology. That means healthier hair and less time in front of the mirror.

In the Press
March 13, 2023

USA Today: 5 beauty trends to shop from the 2023 Oscars now—Ana de Armas, Michelle Yeoh, Jamie Lee Curtis and more

Best lead actress winner and “Everything Everywhere All at Once” lead Michelle Yeoh wore long, loose waves for the night. Hairstylist Mara Roszak was behind the look. To create Yeoh's Oscars hairstyle, Roszak used the Bio Ionic Smart-X High Efficiency Dryer and Long-Barrel Curling Iron 1.25". After spraying Yeoh's hair with a root lift spray, Roszak dried down her strands with the Smart-X High Efficiency Dryer. Roszak reached for the Long Barrel Curling Iron 1.25 to craft Yeoh's loose waves.

In the Press
March 06, 2023

Forbes: Goody Celebrates Female Artists With Its New Hair Accessories Collection

Nothing elevates a hairstyle quite like a hair accessory. Just think about it—when you’re having a bad hair day, a headband is a total lifesaver. A simple bun turns into an elegant updo with a pretty pin or two, and a basic ponytail is transformed into a look with the right scrunchie. Goody is taking that concept up a notch with their new Goody Tru collection. The brand tapped three multicultural female artists to design a collection of hair accessories and tools spanning brushes, claw clips, headbands, barrettes, scrunchies, elastics, hair charms and scarves, created to work with a variety of hair types and textures.

March 01, 2023

New Beauty: The Best Hair Tools: BEST BLOWDRYER

Weighing less than a pound, Bio-Ionic Smart-X High Efficiency Dryer uses automatic heat measure technology to allow hair to dry faster with less heat and more air pressure, meaning less damage.

March 01, 2023

New Beauty: The Best Hair Tools: BEST DETANGLING BRUSH

The same detangling power we love from the Wet Brush Original Detangler—IntelliFlex bristles glide through hair so easily—in a new design inspired by natural marble, this is one you’ll want to keep out on your vanity.

March 01, 2023

POP SUGAR: 2023 Beauty Awards: BEST HAIR MASK

We’re officially starting a petition to change the name of the Ouidad Advanced Climate Control Frizz- Fighting Hydrating Mask ($44) to Magic Mask, because that’s the only way we can think of to describe the smoothing effect it has on hair. Only there’s no Criss Angel illusionist act involved here, just the combo of vitamin E, mango-seed butter, and castor oil that could turn anyone into a believer.

February 28, 2023

Vogue: The Best New Shampoos For Your Hair Type, According to Experts

Celeb hairstylist Tokyo Stylez has reported that Cardi B loves the Hair Under There Collection for scalp maintenance and recovery before and after in-depth styling.“What is wonderful about this shampoo is that it is specifically formulated for protective styling,” says Sands of the clarifying, sulfate-free wash. “When I wear my braids or wigs, this is perfect for cleansing the palate after takedowns and before installs.”

In the Press
February 17, 2023

WWD: Ouidad Unbreakable Bonds Bond Building Shampoo and Conditioner

The brand, which was established in 1984 with a salon catering specifically to curly hair, has developed a bond building complex targeting hydrogen and ionic bonds, fortified by a blend of ceramides, hyaluronic acid and vegan collagen.

"We felt there was a huge opportunity for us to do bond building the Ouidad way: designed for the curly consumer," said Ashley Rectenwald, senior brand manager, noting the formula was developed specifically to avoid causing protein overload, which can cause damage to any hair type, but can be more prominent in curly hair due to its disruption of the curl pattern

"We wanted to have a jumping-off point with the shampoo and conditioner as a format that is easy to understand and use for everyone," said Rectenwald.

While Rectenwald did not comment on the brand's sales, industry sources estimate the shampoo and conditioner, which will be available on the brand's website and in select Ouidad salons, could do more than $2 million in sales during their first year on the market.

In the Press
January 08, 2023

Real Simple: This Is the Only Brush That Can Detangle My Dense, Curly Hair

The Wet Brush Original Detangler has gentle IntelliFlex bristles that remove knots with less force, so you don’t have to spend ages yanking on your hair. The brush moves easily through hair to prevent split ends and breakage from roughly detangling, keeping your hair healthier and undamaged longer.

December 08, 2022

Men's Health: The 12 Best Hair Dryers for Men in 2023

BioIonic Goldpro Dryer: The best thing about this small dryer is that it’s so tiny and lightweight you can take it anywhere—it even folds up and fits into a tiny bag. Use it at home to dry your hair quickly with the aid of two speed settings, but keep it in your suitcase or even your gym bag for when you need a quick style on the go.

December 01, 2022

Ebony: Best Hair Gel For 3A/3B Textures

In the Press
September 02, 2022

New Beauty: The Best Hair Care Launching in September

If you think you’ve held a lightweight blowdryer before, wait until you pick up this one. It weighs in at less than a pound, and when you have as much hair as I do (and it holds a lot of water), that makes a huge difference in your routine. But even more show-stopping than the weight is the smart settings, which include automatic heat measure technology that automatically balances air and temperature 100 times per second. Essentially, it allows hair to dry faster with less heat and more air pressure, meaning less damage.

In testing against the brand’s undisclosed leading competitor, the blowdryer dried hair 75-percent faster, and as a busy mom, every minute is precious. It also has a self-cleaning function, which helps maintain the efficiency of the dryer and prolong its life span.

August 24, 2022

Cosmopolitan: The 2022 Cosmopolitan Readers’ Choice Beauty Awards

Wet Brush Original Detangler Hair Brush

A clear favorite in the category, Wet Brush’s original detangler got *triple* the amount of votes than the runner-up. It uses flexible bristles that easily glide through hair to cut down on breakage while you brush.

In the Press
August 23, 2022

E! News: Supermodel Winnie Harlow Shares What's She's Packing for Fashion Week

Bio Ionic 10X Pro Styling Iron

"I always like to have hair tools with me. Just in case, I've gotten my hair done in the day and I'm going out at night and never knew I was going out and I could just touch my hair real quick. My favorite flat iron is the Bio Ionic. I love that it has different temperatures, but it shows you what the temperature is. And it also vibrates so that you can get each strand."

In the Press
July 01, 2022

PREVENTION.COM: Best Leave-in Conditioner

"To help seal in moisture, Ouidad's leave-in incorporates prickly pear and green tea extract to help hydrate and smooth curls. The result is shiny, healthy hair that's touchable and soft.!" - Korab

May 24, 2022

Women's Health: Introducing The Women's Health 2022 Beauty Awards Winners

BEST DETANGLING HAIR BRUSH: Wet Brush Go Green Curly Detangler
A cool-looking tool featuring flexible bars that move with—not against—hair, so you can easily detangle without pulling or damaging your curls.

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.