Our Mission
Our Mission
To boost self-expression and self-confidence with every hair moment, be the #1 choice for happy, healthy hair.
Beauty is in the Details
Beauty by Imagination is a global haircare company dedicated to boosting self-confidence with imaginative solutions for every hair moment. We are a platform company of diverse, market-leading brands, including Wet Brush, Goody, Bio Ionic, and Ouidad — all of which are driven to be the most trusted choice for happy, healthy hair. Our talented team is passionate about delivering high-performing products for consumers and salon professionals alike.
WetBrush
WetBrush changed the hair-care game when it arrived on the scene in 2005 as the first detangler. With an ever-evolving and unexpected canvas for expression, WetBrush products are created with cool designs, interesting patterns, and innovative features that not only detangle, but help both pros and consumers style and manage hair with less pain, effort, and breakage.
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Goody
Bringing style and innovation to your accessory game, Goody® believes that fun and function are not mutually exclusive. Goody® is with you for every moment of every day with bright prints, patterns, and fashion accessories to step up your game and never-fail essentials for styles that last. Because Goody® knows, one little accessory can change everything.
Bio Ionic
Bio Ionic is the salon-quality hair tools brand that introduced ions to hair styling. It is “beauty powered by nature.” Infused with proprietary mineral complex formulas that generate Moisturizing Heat™, Bio Ionic's revolutionary heat-styling products create beautiful, long-lasting styles without compromising the health of your hair.
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Ouidad
Born from the novel idea to let curls be curls, Ouidad opened its first hair salon in 1984. With breakthrough products and patented styling and cutting techniques, Ouidad is dedicated to giving women the freedom to understand and embrace their naturally curly hair. Its signature line of unique product formulas made of nourishing botanical ingredients balance moisture and strengthen every strand from the inside out, for healthy, manageable, and frizz-free curls.
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Curls
Disenchanted with the lack of high-performance natural hair products formulated with quality ingredients, Mahisha Dellinger founded CURLS in 2002. The brand was one of the first to carry certified organic ingredients, responsibly sourced from fair trade suppliers. It remains fueled by a passion to connect with curly haired women everywhere and help them live beautifully and remarkably.
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ACE
For more than 100 years, ACE has created best-in-class performance grooming tools that meet the highest standards of quality, durability, and simplicity. A pop culture classic immortalized by James Dean and Elvis, the ACE back pocket comb went from everyday accessory to American icon. Today, this classic comb along with a complete line of modern, precision-engineered ACE implements are designed for the 21st century guy-on-the-go.
Ouidad
“I get so many compliments on my hair. My coworkers said they don't know what I've done differently, but my hair looks amazing.”
Goody
“The only hair ties my daughters love.”
WetBrush
“This is the best brush I have ever used. I can literally whip it through my hair without worry or care and, like magic, my hair looks and feels amazing. Wet or dry. Not kidding. I'll never use any other brush every again.”
Bio Ionic
“I LOVE Bio Ionic tools! I’m a hairstylist and when it comes to tools this brand is hands down the best I've tried!”
If you love beauty as much as we do, we want to hear from you!
