The Rise of Personal Care Appliances Brands in the U.S. Market

The personal care appliances brands landscape in the U.S. is undergoing a noticeable shift. While traditional beauty retailers like Ulta and Sephora remain powerful forces in the industry, marketplace - native brands are rapidly gaining ground. Charm’s recent data tracks performance from January 1st to December 31st, 2024, several personal care appliances brands are outperforming expectations on platforms like Amazon and Walmart.

Wavytalk: Marketplace leader in hair styling tools
Dominating the market with an impressive $44 million in sales, Wavytalk has established itself as the top - performing brand in the personal care appliances category. Despite not having a presence in prestige retailers like Ulta or Sephora, Wavytalk has successfully captured consumer attention through e - commerce platforms. Its focus on affordability, sleek product design, and hair styling efficiency has earned it strong traction, particularly among at - home beauty enthusiasts.

Tymo beauty and Beachwaver: Top - selling home hair tools
Tymo beauty comes in second, generating $28 million in revenue. Known for its innovative hair straightening brushes and blow dryers, Tymo continues to resonate with consumers who want salon - like results at home. Following closely is Beachwaver, a brand that has carved a niche with its auto - rotating curling irons. It brought in $20 million, showing consistent demand for hair curling tools across marketplaces.

These personal care appliances brands have built strong brand equity by targeting convenience - loving consumers with user - friendly tools and competitive pricing. Their online - first approach also allows for broader reach and greater agility in responding to trends.

Emerging players making their mark
The next tier of personal care appliances brands may not yet be household names, but they are making significant strides in the market:

• Her Fess Mart Life – $18 million
Specializing in portable grooming kits and facial tools, Her Fess Mart Life has found success through minimalist product designs and bundling strategies that appeal to value - conscious consumers.

• Mighty Life – $14 million
This brand offers a range of home - use beauty and wellness devices, including hair trimmers and muscle massagers. Its strength lies in targeting wellness - focused buyers through highly reviewed Amazon listings and accessible pricing.

• Akunbem – $14 million
Akunbem is known for its facial cleansing brushes, blackhead removers, and light therapy devices. With a clean, professional aesthetic and effective social proof, it caters to skincare - conscious shoppers looking for affordable alternatives to spa treatments.

• Daily Life – $12 million
Daily Life focuses on daily - use beauty appliances like electric razors, compact hair dryers, and personal massagers. Its straightforward product design and competitive pricing make it a popular choice among consumers.