Wet Brush® Relaunches Direct-to-Consumer Shopping Experience on WetBrush.com

Beloved Haircare Brand Brings Its Iconic Brushes and Exclusive Designs Directly to Consumers

NEW YORK, Sept. 3, 2025 /PRNewswire/ -- Wet Brush, the brand that revolutionized hair detangling and made tug-free brushing a global norm, has officially relaunched direct-to-consumer (DTC) in the U.S. on www.wetbrush.com. Fans of the cult-favorite brush brand will now be able to shop exclusive products, limited-edition patterns, and on-trend designs directly from the brand.

This exciting milestone enables Wet Brush, owned by haircare company Beauty By Imagination, to connect more deeply with its loyal community, giving consumers early access to select new releases. Wet Brush is offering $5.00 domestic shipping for all orders and free shipping for orders over $35.00. The brand has also launched on TikTok Shop, making shopping even more seamless for its highly engaged digital audience.

"This direct-to-consumer launch is an important moment for Wet Brush and for BBI," said Doug Gillespie, CEO of BBI. "We're excited to bring our most iconic products and new exclusives directly to the people who love them most, making our brand more accessible and forging stronger connections with our consumers."

Millions trust Wet Brush because it works – gently and effectively. The Wet Brush Original Detangler® is beloved across all hair types and glides through wet or dry hair with less breakage, making painful detangling a thing of the past. Its signature IntelliFlex® bristles are ultra-soft and are kind to the scalp, minimizing pain and helping to reduce breakage. Whether managing straight, wavy or curly hair, Wet Brush delivers detangling, drying and styling experiences that are as gentle as they are effective.

With over 300 million brushes sold worldwide, a Wet Brush is purchased every three seconds. Trusted by top stylists, influencers, celebrities, and consumers alike, the Wet Brush boasts more than 85,000 five-star reviews.

Wet Brush is now available for consumers in the U.S. to shop on www.wetbrush.com and TikTok Shop (@thewetbrush), in addition to major ecommerce and omnichannel retailers.

Follow @thewetbrush on Instagram and @thewetbrush on TikTok

About Beauty by Imagination:
Beauty by Imagination is a haircare industry leader dedicated to boosting self-confidence with imaginative solutions for every hair moment. We are a platform company of innovative, market-leading brands including Wet Brush, Goody, Ouidad and Bio Ionic — all of which are committed to being the most trusted choice for happy, healthy, hair morning to night, home to salon. Our talented and diverse global team is passionate about delivering high-performing products for every consumer and salon professional.
www.bbicompany.com

About Wet Brush:
Wet Brush has been delivering tangle-free, healthier-looking hair with less breakage for over 20 years. Created in the professional channel, Wet Brush has a brush for every hair type and continues to bring innovative hair solutions to consumers in over 75 countries worldwide.
www.wetbrush.com

SOURCE Wet Brush