Road to 40: Firstline Brands Launches New Products Ahead of 40th Anniversary

Firstline Brands offers a mix of hairstyling tools and maintenance essentials across its five-brand portfolio, Evolve®, WavEnforcer®, Camryn's BFF®, DriSweat®, and Sleek®, with solutions tailored for women, men, tweens, fitness enthusiasts, and budget-conscious shoppers alike.

Its NEW lineup of multifunctional beauty and grooming tools include:

• Evolve® Triple Pro Styler + Edge Brush ($8.99) – A 3-in-1 tool combining detangling, smoothing, and edge styling in one sleek design, with firm bristles for precision control and a pointed tip for parting and sectioning.
• Evolve® Triple Pro Styler Comb ($4.99) – A salon-grade styling comb featuring wide-tooth, fine-tooth, and pick combs, plus a parting feature for seamless transitions from detangling to precision styling.
• Evolve® Carry-On Edge Brush ($5.99) – A compact, travel-friendly edge brush with a built-in compartment for gel, ideal for shaping baby hairs and smoothing edges on the go.
• Evolve® XL Take-Two Bonnet ($12.99) – An extra-large, reversible satin bonnet designed to reduce friction and frizz while preserving moisture and protecting larger styles overnight.
• Evolve® Jet Set Scarf ($11.99) - A premium satin scarf with a UV protective visor designed for versatile styling and on-the-go sun protection. Its smooth, lightweight fabric helps preserve edges, reduce frizz, and lock in moisture.
• WavEnforcer® Inked Fade Brush ($8.99) – A fade and wave brush featuring pure boar bristles and bold, tattoo-inspired artwork for wave training and edge blending.
• WavEnforcer® King Cap ($6.99) – A masculine, oversized satin cap offering comfortable protection for waves, curls, locs, braids, and textured styles.

"When developing new products, our focus is always on how we can empower consumers with tools that simplify styling, deliver elevated results, and free up time for the moments and priorities that matter most," said Landria Jordan, Sr. Director of Innovation and Marketing at Firstline Brands.

Firstline Brands products are available nationwide at Walmart, Target, Sally Beauty, Walgreens, CVS, Kohl's, H-E-B and more.

With Firstline's 40^th anniversary approaching in 2026, the brand kicked off its yearlong Road to 40 celebration campaign with an Empowered by Legacy brunch in Houston. Headlined by CEO Joni Odum and Evolve® Celebrity Brand Ambassador LeToya Luckett, the event brought together beauty and business influencers for a powerful conversation on beauty, legacy and entrepreneurship.

Firstline deepened its focus on cultural and community connection by participating in local grassroots events such as Dancin' in the Street – A Motown Revue and Trap Sushi powered by DreamCon. The brand is also partnering with the non-profit CoolxDad, which introduced the Robert A. Bowser Real-Time Award—honoring Firstline's late founder for his enduring legacy as a devoted father and visionary entrepreneur.

As its Road to 40 campaign continues to unfold with additional product launches and culturally-rooted event activations on the horizon, Firstline Brands remains steadfast in its mission to elevate textured hair care through innovation, representation, and community impact.

About Firstline Brands
Firstline, Incorporated is a leading textured hair accessory company with more than 39 years of experience and a deep commitment to embrace and accommodate the often-overlooked haircare needs of multicultural groups and hair types. Firstline offers a masterful mix of hairstyling and maintenance essentials from hairbrushes, combs, satin sleep maintenance items, and styling accessories across its brand portfolio that includes Evolve®, WavEnforcer®, DriSweat®, Sleek® and Camryn's BFF® for girls and tweens. Firstline's product assortment can be found nationwide at Kohl's, Walmart, CVS, Walgreens, Target, Sally Beauty, Amazon, and more. Learn more at FirstlineBrands.com and join the conversation online @FirstlineBrands everywhere.

Contact: Sakita Holley
[email protected]

SOURCE Firstline Brands