KEEO was founded by hair experts who believe beauty should be liberating. Empowering. Inclusive. But how can you empower if you just keep reinventing what’s already out there?

So they went back to the drawing board and completely reimagined how a straightener should work. Introducing contoured plates instead of flat ones, to create a styler that really was gentler on hair while still creating the results it promised.

They wanted to make brilliantly user-friendly tools that anyone can use – faster, easier and gentler than ever before. Because great hair shouldn’t be a high-skill, salon only, special occasion kind of thing. It should be a positive, self-affirming, everyday ritual. Something anyone can do to feel beautifully, powerfully, authentically themselves.

Designed in the UK by the brains behind the hair tool industry’s biggest global success story to date, KEEO Genius is manufactured in Korea, a country at the forefront of 21st century beauty development. It was here that we found our name – KEEO – meaning care and kindness in Korean. Perfect for a straightener that’s kinder to hair, and a brand that’s kinder to those using it.