Dermstore Expands Haircare Portfolio With New-to-Market Innovations

Leading E-Commerce Destination Elevates The At-Home Professional Beauty Experience With Launch of Exclusive TextureTame™ and DAFNI Product Lines

Jan 04, 2016, 09:00 ET from Dermstore

EL SEGUNDO, Calif., Jan. 4, 2016 /PRNewswire/ -- Dermstore, a subsidiary of Target Corporation and the leading online retailer of prestige beauty solutions, announces the expansion of its portfolio of professional-strength haircare with the exclusive launch of TextureTame™, a permanent, at-home, anti-frizz smoothing treatment. In addition, Dermstore is the first US retailer to debut the revolutionary and original hair straightening device from DAFNI. The announcement follows the company's recent brand re-fresh and continued focus on embracing technology and trends to bring the discerning beauty consumer a curated collection of cutting-edge innovations in a streamlined shopping experience.

"We've worked diligently to become our customers' most trusted resource for innovation, and it's critical to our strategy to be first-to-market with products that are shaping the future of beauty and self-care," says Jani Friedman, Chief Merchandising Officer, Dermstore. "When it comes to supporting daily choices like how to style and tame your hair—a decision women make every day—we have an insatiable curiosity for what's new and next. We believe TextureTame™ and DAFNI are two brands that are evolving the professional haircare solutions landscape."

TextureTame™ marks a significant milestone in Dermstore's exclusive brand growth strategy, which currently includes award-winning haircare brand Harry Josh Pro Tools. Before today, professional smoothing and straightening treatments have only been available through expensive salon services.  After six years of development by top industry leaders, TextureTame™ is the first-ever at-home treatment that tames frizz permanently. A chemical-free and affordable solution, TextureTame™ is a 3-step system that allows women to achieve silky smooth, manageable and frizz-free hair without affecting the hair's genetic wave or curl pattern.

Perfectly complementing Dermstore's haircare mix is the revolutionary DAFNI Hair Straightening Ceramic Brush the original brush that is now making waves all over the world. After discovering the tool in Italy, Dermstore has become the first retail channel to offer the styling tool in the US market.  DAFNI transforms wavy, curly or frizzy hair into shiny, smooth and controlled locks—just by brushing. Its unique patented 3D ceramic surface design blends the ease of a hair brush with the results of a flat iron to safely create straight, frizz-free strands faster than any hair tool to date.

"Women have a deep emotional connection with their hair, and styling it can be daunting and even defeating. These moments often lead her to seek a solution or inspiration through online search," says Beaupain. "As a digital company, Dermstore is able to analyze this data to guide our decisions in investing in new brands, like DAFNI and TextureTame™, that not only make styling easier but also more importantly, help her feel beautiful and more confident."

Dermstore offers an impressive range of physician-strength skincare, exclusive spa care lines, salon-grade brands, and niche products from around the world. In addition to expertly curated product selections, the website also provides advice and content from top industry professionals - all within a clean, easy to navigate interface. For more information about Dermstore or TextureTame™ and DAFNI products, visit:, YouTube, Facebook, Twitter and Instagram @Dermstore.

About Dermstore:
Dermstore, a subsidiary of Target Corporation, is the leading skin care e-commerce site in the United States with a comprehensive portfolio of prestige and professional products offered to over one million active customers. The Company was founded in 1999 by a board certified dermatologist with the vision of creating a trusted dermatologist-backed online store that carries the finest cosmetic dermatology products. Dermstore has grown to offer a range of more than 500 skin care, haircare and cosmetic brands. Dermstore features physician-strength formulas, otherwise only available through a doctor's or surgeon's office, exclusive spa care lines, salon-grade brands, as well as difficult to find niche and specialty brands from around the world.

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SOURCE Dermstore