Alfredo De Benedictis, an Italian/ British hair stylist and salon owner for over 40 years, began inventing hair tools in 1989.

Endlessly curious and passionate about creating techniques that minimise stress on the hair, Alfredo’s inventive spirit led him to develop tools that deskill a process for his younger protégés.

From the iconic Rootpermer and Wellformer of the 90’s to the global sensation that is the Babyliss Curl Secret, Alfredo’s mission has always been to invent hair tools that make a genuine difference, protecting the health and vitality of hair without compromising results.

From engineer to industrial design guru, Mark Hughes’s passion for problem-solving design fuelled his path to revolutionising hair tools.

Honing his craft at Birmingham Polytechnic, Mark’s practical and methodical approach soon had manufacturers worldwide seeking his expertise. But it was a fateful meeting with hair maestro Alfredo that ignited Mark’s passion to create a legacy of enduring value through hair styling products that are designed to make a genuine difference and have a long life to reduce planet impact.