The ‘Frizzy-Hair’ Towel That Saw a Huge Spike in Sales Last Month

The ‘Frizzy-Hair’ Towel That Saw a Huge Spike in Sales Last Month featured image
Eugenio Marongiu / Getty Images

There’s a meme making the rounds that delivers some hard-hitting truth: Even if the amount of people seeing your hair on a daily basis has significantly dropped, you still need to wash it.

Sobering and timely advice, maybe, but that doesn’t mean you have to overcomplicate it.

Enter AQUIS, a brand that’s making the after-shower step of drying hair a whole lot simpler via its easy-to-use Hair Towels and Turbans that wick away water and cut drying time by half—minus friction or heat.

Equally as impressive: It’s currently the best-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, they had forecasted a 50-percent drop in sales during the COVID-19 pandemic, but volumes actually grew by more than 130 percent during the month of April, and sales have increased by more than 60 percent. In addition, the Towels and Turbans are now sold out at Ulta and Nordstrom. 

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

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