FHI Heat

FHI Heat is a 20 year old hair tools company that had never really invested in brand. They were fairly well known to professional stylists, but hadn’t made much of an impact in the consumer markets. That is, until 2021, when an unassuming $18 brush, the UNbrush, went viral in the first-ever TikTok shop. Suddenly, FHI Heat was enjoying rapid growth and huge social success. It was time for them to decide who they were, and what they stood for. The challenge was a huge number of styling tools at all price points, and several disconnected collections that didn’t have clear storytelling behind them.

I worked directly with their leadership team to establish a differentiated positioning and clear architecture, turning their challenges into their strengths, and breathing new life into the decades-old brand.