The winners of the third annual Pure Beauty Global Awards were recently announced and of over 600 product entries, hairstyling brand ​HairFlair won the Best New Inclusive Product category for their innovative Softhood® bonnet hairdryer. The Pure Beauty Global Awards celebrate the best beauty products around the world and are judged by a panel of beauty experts and industry insiders. This year’s panelists included the likes of NARS Senior Makeup Artist Clayton Reid, Celebrity Facialist Nichola Joss and CEO of the British Beauty Council Milli Kendall, and were instrumental in selecting winners across 39 categories from 33 countries.

Alexandra Malet, HairFlair CEO commented on the win, “We are thrilled and honoured to be awarded a Pure Beauty Global Award, especially in this category. Inclusivity and innovation are what drives HairFlair to deliver high quality products to our consumers across genders and ethnicities, so to be recognised in this category is a huge privilege”.

HairFlair Waveformers® Beach Flair was also awarded Finalist in the Best New Inclusive Hair Product category, while HairFlair Styleformers® Nourish Replenishing Serum bagged Finalist in the Best New Hairstyling Product category.

As used by Ken Paves backstage at the Julien Macdonald LFW show, the Softhood® comes in a range of colours and patterns; it has a unique configuration of more than 120 ventilation holes die-cut over the hood’s crown and around its drum to dry the hair faster and more evenly. The Softhood® conditions hair, nourishes the roots, and bathes the strands in nutrients and is suitable for all hair types. It comes in several colours and patterns. Even model Suki Waterhouse was spotted on Instagram caring for her hair with the Softhood® during lockdown! This is the second plaudit this month for the Softhood®® which was also named Best Bonnet Hair Dryer in the UK by Best Advisor.This year’s awards featured a variety of industry powerhouses and innovative indie brands — from Milani to Paula’s Choice — that now join an elite club of products that bear the Pure Beauty Global Awards logo. Due to social distancing guidelines, the in-person ceremony hosted by Pure Beauty and Cosmetics Business Editor Lucy Tandon-Copp was instead broadcasted online to over 900 people.

HairFlair originated the curl without compromise movement with the introduction of CurlFormers®, the world’s only patented, heat-free, salon-quality hair curler. Perfect for all ages and all hair types, wigs, and weaves, these products allow you to create gorgeous easy, smooth, and healthy curls every time without causing heat damage on any type of hair. Available now on their website, Amazon, Sally Beauty, Target & other leading retailers.

Discover our Softhoods®

Silk scarves by HairFlair are the ultimate multi-purpose accessory. Made from breathable pure silk, they’re perfect for protecting your curls whilst you sleep and using during the day to add extra flair to your hair.

Stylformers® Nourish

Specially formulated with 4 blended precious and rich oils to strengthen the hair fiber and restore damage and dry hair. The hair looks visibly healthier and radiant. 

Beach Flair

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For wavy tumbling tresses, opt for the Waveformers® Beach Flair®. Perfect for everything from garden parties to easy-breezy barbecues and lounging seaside, you can create the bouncy waves you love.

About Hair Flair

At HairFlair, movement is our mantra and we love providing that spring in your step, that twist to your look and that twirl to your style. We are curl-obsessed! Our story is rooted in providing real solutions for real women, championing their natural style without causing damage to their locks. Originally created for professional use, the range quickly became a firm favourite with women who want to curl without compromise. We’re an international mix of women who believe that being able to celebrate your natural style is important. We’re on a mission to develop products that not only make you look and feel great but highlight your natural beauty, bringing different cultures and interpretations of what beautiful means to life in a unique and individual way.

We invented Curlformers® & Waveformers® for one reason—so you can create the perfect curls and Waves. The world’s only patented, heat-free, salon-quality hair curler. Perfect for all ages and all hair types, wigs, and weaves, you can create gorgeous easy, smooth, and healthy curls every time. Best of all they never cause heat damage, on any type of hair — we guarantee it.

Our ambition is simple: to be the number one go-to for women looking to create kinder curls. Our range of products curl hair without damaging it, using direct heat or causing breakages. So why curl any other way?



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