Wet Brush is expanding its product assortment to incorporate hot tools, starting with the introduction of its Aspire skilled hair dryer.

The Aspire, priced at $129, will launch in 20,000 salon doors this month. It comes with two concentrator nozzles designed for a more efficient styling process. The Max Coverage concentrator is roughly double the width of a typical concentrator, and is alleged to cut back drying time by as much as 35 percent. The Super Smooth concentrator is a ridged design said to impart a smoother, straighter blowout.

Jeffrey Davidson, chief strategy officer at J&D Brush Company, which owns Wet Brush, said that Wet Brush is seeking to grow its presence professionally with its entry into hot tools. “It’s our strategy by the top of 2017 to have a full line of electrical appliances — curling irons, flat irons, probably a travel dryer as well,” said Davidson. “It’s considered one of three pillars.” Together with brushes and hot tools, Davidson said the brand plans to launch a line of styling products sometime in the subsequent 12 to 18 months. He noted the dryer might be released to the patron market next yr, however the brand is specializing in the skilled marketplace for launch since it lends credibility to the road. “Skilled has made us an authentic brand. That’s how we’re in a position to sell so well in Goal and these other places.”

Though it’s an expert heritage brand, Wet Brush was introduced to the patron market 4 years ago and is arguably most well-known for its cheery detangling brushes that are available a slew of vibrant patterns and colours, priced from $9 to $13. The brand is distributed at Goal, Kohl’s, Bed Bath & Beyond, Harmon, Walgreens and CVS.

Wet Brush began its skilled push last yr with the introduction of its Epic Brush line, a variety of 4 brushes designed specifically to be used by stylists in salons. The brushes are said to quicken drying time without causing damage. They’re sold throughout Wet Brush’s salon distribution, and priced from $18 to $28.