The ‘Frizzy-Hair’ towel that saw sales skyrocket last month

There’s a meme doing the rounds that delivers a hard-hitting truth: Even though the number of people who see your hair daily has dropped dramatically, you still need to wash it.

Sobering and timely advice, perhaps, but that doesn’t mean you have to over-complicate it.

Enter AQUIS, a brand that dramatically simplifies the post-shower hair-drying step with its easy-to-use towels and turbans that wick away water and cut drying time in half, less friction or heat.

Equally impressive: It’s currently the top-selling brand on Sephora.com when you search for “frizzy hair,” one of the top five hair care concerns on the site.

As the company told us, it had forecast a 50% drop in sales during the COVID-19 pandemic, but volumes actually increased over 130% during the month of April and sales went down. increased by more than 60%. Also, towels and turbans are now sold out at Ulta and Nordstrom.

It sticks to that “back to basics” message that co-founder and CEO Suveen Sahib attributes to popularity. “Our double-digit growth can be attributed to our team quickly pivoting to focus on digital efforts,” he says. “We focused on digital partnerships globally around the personal care trend and accelerated our paid digital marketing strategy to highlight AQUIS’ mission of ‘less is more for our hair’ , providing a streamlined hair care routine that results in healthier, stronger hair.”

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Melissa R. Brumfield