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 ranges in price from $16 for a detoxifying pre-wash rinse to $28 for the Deep Conditioning Treatment. Hero ingredients include coconut water, hyaluronic acid and olive leaf extract, while the pre-wash rinse also taps apple cider vinegar, believed to tackle product buildup and restore pH balance.

Boost Fullness, meanwhile, encompasses a shampoo, conditioner and a leave-in treatment that range in price from $23 to $48 and harness biotin, turmeric extract, amino acids and vitamin E to support strand strength and density.

“The goal is to supply products that work, make a difference and save time, and are usually not similar to products which are on the market,” said RevAir founder and mechanical engineer Scott Thomason, who began developing the RevAir device when a colleague of his, who was a single father, struggled to style his daughters’ hair.

“[My colleague] called me and said ‘we should always make a ponytail device,’” said Thomason, whose own daughter was 11 years old on the time, and who was encountering similar difficulties. After developing a prototype that acted much like a vacuum in suctioning the hair to permit a hair-tie to simply slip over it, the pair saw potential for more.

“Immediately, we saw other advantages — the speed of drying the hair, the shininess and smoothness. It took greater than a yr and a whole lot of prototypes, but eventually we got the RevAir,” said Thomason, who goals to succeed again in providing consumers with one-of-a-kind solutions with the product line.

Though Thomason and Ilijevich didn’t specify sales expectation for the launch, industry sources estimate the Boost Fullness and Extreme Hydration collections could do around $4 million in first-year sales.

“Our hero product line is Extreme Hydration; plenty of our customers experience breakage and want moisture amongst their hair care needs,” said Ilijevich, who noted curly and coily-haired consumers drive a good portion of the brand’s business.

“After we were testing the RevAir tool, a lot of the testers were curly-haired from the start. After which we tested on coily-haired consumers and so they embraced the technology since it provided them with something they didn’t have before by drying and stretching their hair,” Thomason said.

A yr after launching, RevAir forayed right into a product line with a spread of primers, though they didn’t quite land as hoped.

“It was only a yr after we launched, and we weren’t really sure who our consumer was,” said Ilijevich. The brand pulled the primers and applied the learnings to Wednesday’s launch, which is more robust and against this, need-specific, so the brand anticipates it should be more resonant.

In May, RevAir launched its tool at Best Buy after being in talks with the retailer since before the COVID-19 pandemic; the device can also be sold on Amazon, though the product lines will solely be available direct-to-consumer in the interim.