September 2023

RevAir is expanding its product purview. The hair tool brand known for its RevAir “reverse air” hair dryer which launched in 2018 — and nonetheless in 2022 with a smaller, quieter iteration — is setting its sights on the hair care category with two recent collections: Extreme Hydration and Boost Fullness. “We did a consumer insights project with consumers of ours and people who had never heard of RevAir to seek out out what their top hair needs are based on their hair type and texture,” said Theresa Ilijevich, director of organic marketing at RevAir, of the genesis of the collections. “The highest desires that we heard were length, strength and hydration.” The Extreme Hydration line spans five products and...