We believe that kindness is transformative in
life and in hair
THAT MEANS
- Hair health first. We design out as much damage as technologically possible without sacrificing style
- Gentle heat, tension and compression
- A passionate commitment to researching and inventing new ways to heat style while protecting hair health
- Only inventing when we can make a genuine difference to how you care for your hair
‘The health of your hair is everything.
The healthier your hair,
the better it looks and styles’
Alfredo - Founder
Meet Alfredo
FOUNDER | HAIRSTYLIST
Alfredo De Benedictis, an Italian/ British hair stylist and salon owner for over 40 years, began inventing hair tools in 1989.
Meet Jan
FOUNDER | INDUSTRIAL DESIGNER
Hailing from Birmingham’s creative hub, Jan Holland’s path to hair tool innovation was anything but conventional. Growing up in a family of artists and makers with no TV in sight, this design maverick traded helicopter pilot dreams for his passion in drawing and exploring how things are made at Birmingham Polytechnic School of Design.
Here, Jan’s passion for sculpting and industrial
design took flight.
Meet Mark
FOUNDER | INDUSTRIAL DESIGNER
From engineer to industrial design guru, Mark Hughes’s passion for problem-solving design fuelled his path to revolutionising hair tools.
