Crowdfunding Investors Support Startup RobeCurls to Curl Hair Without Heat

By James White | Sunday, August 15, 2021 | Startup, Women in Business

Curling one’s hair often comes at a cost. Frequent curling using an iron can potentially dry out or damage the user’s hair due to excessive exposure to heat. Startup company RobeCurls is currently seeking support from investors to help its business mass-produce a hair-curling product that does not require heat.

A woman with curled hair.

Grabbing Attention From Investors

The hair care company is actively raising funds for its business on the Indiegogo crowdfunding platform. Though RobeCurls set a fixed funding goal of $5,000 for the campaign, investors have already poured more than $6,000 into the startup business. In just one day, investors had already demolished the modest goal set by the hair care company.

“Every morning I curled my hair with a curling iron,” said Emily Kenison, founder of the startup business. “I loved curls, but it took forever to use and, my hair, it ended up being so fried and damaged from the heat that I had to stop.”

RobeCurls launched the crowdfunding campaign in order to support the production of its new headband, which was designed using feedback from users who tried the first curling prototype built by the hair care company. Funds generated from the campaign will help the startup business manufacture a second shipment of its curling headband to meet consumer demand. Investors who participate in the campaign have the opportunity to reserve their own headband before shipments begin rolling out in September.

Curly Hair Without the Heat

The concept behind RobeCurls was actually inspired by a trend on the social media platform TikTok. Users would tie their hair around a belt from a bathrobe and leave it in overnight before revealing their new curls. Kenison took inspiration from this hair care trend to develop a headband that works like a bathrobe belt but with a more practical look.

The headband built by the startup company is used by simply wrapping damp hair around the device and wearing it for a few hours or overnight, depending on the type of hair. RobeCurls designed its device to be worn overnight or during the day, so users have the option to coordinate the headband with the rest of their outfit while they are out. The hair care business also created its headband with a microfiber fleece lining to help its device dry damp hair more quickly.

Competition With Other Hair-Curling Companies

The startup company is diving into a growing industry. Market research expects the global hair care market to reach over $211 billion by 2025, registering a CAGR of 3.1% during the forecast period. RobeCurls will have to compete with existing hair-curling technology from hair care businesses like GHD and FHI Heat.

At $28, RobeCurls offers a competitively priced option compared to traditional curling wands and irons, which can range from a few hundred dollars for higher-end options to around $20 for cheaper devices. Still, curling irons offer more immediate results for users, where the curling headband requires more time to take effect. RobeCurls will likely find more traction with consumers who do not need to quickly curl their hair at the start of their day.


About the Author

Headshot of James White

James White is a Michigan State University graduate with a BS in Environmental Biology. He is interested in reporting emerging trends in technology, especially with regard to alternative energy and environmental conservation.

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