Hairbrushes were once simple, functional tools used at home for daily grooming. But in recent years, they’ve become part of a growing suite of modern status symbols to show off on social media, alongside one’s Rhode phone case or Dyson Airwrap.

Once low-cost utilitarian items, hairbrushes have transformed into luxurious necessities, sold not only in local pharmacies but also in high-end department stores and curated boutiques. Some designs from brands like Crown Affair, Oribe, and ReFa now also cost over $100. As consumers become more savvy about hair and scalp health, modern hairbrush inventions claim to unravel knots, minimize breakage, generate shine, or stimulate hair growth.

The “skinification” of hair and scalp care — where consumers increasingly apply skincare principles to their hair routines — has been driving demand for high-end hairbrushes and scalp-stimulating massagers. According to estimates from research firm Euromonitor, the global hair appliances market, which includes hair brushes, blow dryers, and other tools, will grow 2.3% in retail volume to 377.9 million units in 2026. “Beauty rituals are becoming more closely associated with emotional wellbeing and confidence,” says Euromonitor global insights manager Veronika Kandusova, by way of explanation. She points to a 2025 Euromonitor survey in which 75% of people globally said a consistent beauty routine contributed to their overall well-being.

Yet, despite increased consumer interest in supplements, spas, and other treatments aimed at stimulating long-term hair growth and health, hairbrushes have historically been overlooked, according to beauty entrepreneurs Penelope Cheshire and Matt Lumb. That’s why they’re launching Killabrush, a new hairbrush label aiming to disrupt the category. The brand’s first product is a hairbrush, priced at £24 (about $32), that comes in two styles: one for everyday brushing, and another for controlled heat styling. To begin with, it’ll be sold via the brand’s own e-commerce site, and eventually expand to select wholesalers.

Both Cheshire and Lumb have a track record of turning overlooked beauty categories into global successes: Cheshire founded the premium haircare and hair extension brand Beauty Works in 2010, ultimately turning it into a £55 million category-defining business, a majority of which was acquired by the LVMH-backed private equity firm L Catterton in August 2021. Meanwhile, during his seven-year tenure as CEO of Tangle Teezer from 2011 to 2018, known for its brushes designed to detangle hair, Lumb grew revenue from £1 million to £29 million and established distribution in over 70 countries.

Killabrush was born from research showing traditional brushes are prone to trapping oil and product buildup, and therefore significant levels of bacteria are redistributed with each brush, affecting scalp hygiene and hair quality, Cheshire explains. When Cheshire’s family and friends had their hairbrushes tested for cleanliness by the British Medical Group, the results that came back were “rancid”, she said. Lumb agrees, noting that while there has been growing discussion around how to keep makeup brushes and toothbrushes clean, “the hairbrush has sort of been left behind.”

Killabrush’s unique selling point is that its brushes kill microorganisms or stop them from reproducing and growing. The product was developed with the British Medical Group, a privately owned company that typically supplies medical devices and healthcare equipment (the group is also a shareholder in Killabrush). What makes the brush effective is that “the antibacterial technology is not sprayed on, it’s not coated into the bristles,” says Lumb. Instead, the antimicrobial additive is mixed with the polymer, which is then molded with the bristles themselves, he explains.

Modern needs

Incorporating scientific advancements into hairbrushes is one aspect of Cheshire and Lumb’s new mission, as consumers become more willing to spend on professional-grade beauty tools that prevent structural damage, rather than just masking it. But they also view the hairbrush as part of an elevated lifestyle that has become desirable among modern shoppers, Cheshire says. Indeed, from the coffee being brewed to the pots and pans in one’s kitchen, luxury is no longer only associated with visible, outward displays of status — it extends across one’s entire lifestyle.

It’s a view shared by Natalie Guselli, head of beauty at the British department store Liberty, which has been growing its selection of hairbrushes and hairbrush brands. “Over the past few years, we’ve seen a broader shift towards beauty rituals becoming more intentional and elevated. Customers are looking for products that make everyday moments feel more enjoyable and intentional,” says Guselli. “Hairbrushes have become part of that conversation.”

Indeed, for some customers, hairbrushing has transformed from a rushed daily chore into a meditative, self-care ritual that helps disconnect from screens. It may be particularly appealing to younger generations, some of whom have opted for digital detoxes and better screen boundaries to improve their mental health. Elsewhere, videos of people brushing their hair have exploded in popularity across TikTok and other social media platforms, in part because they trigger deep relaxation through ASMR, with some viewers enjoying the soothing sounds of bristles and visuals of very long hair being brushed. For example, an hour-long silent hair brush compilation video posted on YouTube by Denmark-based creator ASMR by Simone has had over a million views to date.

This development has been a boon to some brands. Founded in 1885 and widely recognized as the original luxury hairbrush brand for its signature pneumatic rubber-cushion design, Mason Pearson has had a “real resurgence with Gen Z”, despite the £386 price tag on many of its products, says managing director Bea Morrison. It’s a surprise, she continues, since the brand doesn’t have a presence on TikTok, nor does it advertise. Yet, “there are videos of really beautiful young girls walking into Harrods, buying one of our brushes, going home and unboxing it, and those will get over a million views, which is crazy. If you ask what we did on TikTok, it’s not us,” says Morrison. That has subsequently impacted the bottom line. “The last two financial years were the biggest we’ve ever had,” she says.

Beyond just function

Guselli says that some of Liberty’s customers are buying hairbrushes “not only for performance, but as beautifully designed objects in their own right.” She points to the distinctive designs of La Bonne Brosse. With vibrant, glossy finishes in shades like cherry red and terracotta brown and an elegant, twisted ergonomic handle, their brushes can feel “less like a beauty purchase and more like an heirloom object,” she says. “They sit at the intersection of beauty and design — pieces that look as good on the dressing table as they perform in a routine.”

The idea for La Bonne Brosse sparked for Flore des Robert when she experienced severe hair loss after the birth of her daughter. The experts she consulted all asked the same question: whether she used a good-quality hairbrush. It prompted her to team up with her lifelong friend, Pauline Laurent, to launch the Paris-based brand in 2021. Both women had extensive experience in beauty for major brands such as L'Oréal and Estée Lauder. And so, they sought to bring a brush to market that was not only functional but had visual appeal.

Laurent nods to the history of hairbrushes, which evolved from ancient bone and shell combs used in early civilizations like Egypt and China. Over time, the accessory became more ornate and was even reserved exclusively for royalty and the wealthy to style elaborate wigs and headdresses, only to return in more recent decades as a democratic, humble grooming tool. “Our grandmother’s brushes were beautiful — they were made out of silver, ivory, and were in beautiful shapes and forms,” says Laurent. “We lost a bit of that. It seemed like all the brushes in the market before we launched our brand were very boring and in limited colors, like black.”

In addition to enhancing the design, brushmakers also see an opportunity to expand their ranges to cater to more hair types, as consumers increasingly embrace natural or curly textures, amid a desire for authentic self-expression and a push to minimize heat damage. While La Bonne Brosse launched with a paddle brush, its range has since expanded to include more specialized designs, like round brushes and wide combs, and a range of active-water hair products titled “Cair”.

In Kandusova’s view, the opportunity is vast. “Millennials generally use a wider variety of hair tools compared to other generations,” she says, pointing to 2025 data from Euromonitor, which shows that “almost 10% of them globally use brushes or devices with smart hair analysis compared to only 3% of baby boomers.” She adds that the capabilities of hairbrushes and hair devices will only become more scientific and technical, as “consumers are increasingly willing to pay a premium for scientifically backed solutions and ways to prevent damage.”

So, will the launch of Killabrush mark the beginning of a new movement in haircare? “There’s definitely more focus on hair and scalp health now than there was when we first started talking about this project two years ago,” says Lumb.