DAFNI

Who could have imagined that the biggest revolution in hair straightening started from a bad hair day? Sharon, a 28 year-old mother of 2, got some negative responses on her haircut. She used a flat-iron to improve her looks a bit, but then she faced the challenge many women experience every day: the tools available on the market were uncomfortable to use, damage the hair and consume a lot of time. Sharon decided that women in the 21st century shouldn’t be enslaved to old-fashion tools (for example the patent for flat-iron was granted in 1909!) and decided to develop the next generation of hair tools herself. Sharon, an electrical engineer, was assisted by her father, also an engineer, and together they started developing a heat-distributing brush that is safer for hair and allows hair straightening in less than 5 minutes. After 3 years of development, Sharon launched a video that shows her using the new brush that will change the beauty world forever. The video exceeded 120 million views, and the brush became a worldwide sensation. Six years later it’s clear than women and men continue to be amazed by DAFNI straightening and styling brushes. Nowadays, DAFNI is a known premium brand, that is sold in the most prestigious retailers in over 20 countries in all corners of the globe. And we feel we are just getting started, we have continued to disrupt the category with our technology and innovation.