From straightening to hair care: how the idea began

When we built our first fast-heating straightener prototype, it worked, but we didn’t like the results. We had to move it quickly along the hair to avoid over-drying it, and even then the hair came out straight but felt dry and stiff.

That’s also why plenty of people want the look of straightened hair but hesitate to use a flat iron at all. We wanted a different starting point.

A small amount of water

Our first idea was simple: mist the hair with a little water before straightening. The difference was immediate, and the hair came out soft and smooth.

Because our heating module could keep supplying energy at a steady temperature, it could keep turning that water into steam along the whole pass. That gave us a new question: what if we designed the iron around this steam?

Designing around steam

We developed a special surface treatment that helps the plates hold a thin, even film of water until it turns into steam. We also added a ribbed structure to the plates, so hair straightens with a light press and less contact with the hot surface.

The result looks like a straightener, but it’s built to work with damp hair. Find out more about the Steam Magic™ Styling Iron.