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How TikTok Gave Rise to the Million-Dollar Heatless Curler Market
- Ishita Desai
- Mar 6
- 3 min read
Dyson may have sparked the modern curl obsession with the Airwrap, but TikTok transformed it into a full-fledged economic movement. What started as a viral beauty trend has now evolved into a multi-million dollar industry for heatless curling solutions, driving sales for both emerging and established brands. This phenomenon highlights not only the power of social media commerce but also the growing consumer demand for hair-friendly, low-maintenance styling alternatives.
When Dyson launched the Airwrap in 2018, it revolutionized hair styling by offering an alternative to traditional heat-heavy tools. The $600 device quickly became a status symbol, with customers clamoring for its ability to create smooth, voluminous curls without the extreme temperatures of conventional curling irons. But while Dyson was the catalyst, TikTok was the accelerant.
By 2022, search interest in "heatless curls" had skyrocketed, increasing by 17% year-over-year, according to data from insights firm Spate. TikTok creators, known for their innovative hacks and budget-friendly beauty solutions, began experimenting with everyday household items to mimic the Airwrap’s signature curls. The result? A viral explosion of DIY methods such as “sock curls” and “bathrobe tie curls,” some of which garnered millions of views overnight.
Hair stylist Claudia Clementi likens the shift to a fundamental transformation in beauty standards. “We used to see sleek, straight hair as the ultimate sign of polish. Now, soft, voluminous curls are the pinnacle of effortless glamour.”
TikTok’s endorsement of heatless curling methods opened the floodgates for brands eager to capitalize on the trend. Startups and established players alike began churning out products designed to replicate or enhance these viral techniques. Rachael Shtifter, founder of Sleepy Tie, saw an opportunity to commercialize the concept after witnessing the traction heatless curls gained on social media.
“I made a video about using Sleepy Tie with my Airwrap, and it got 30 million views in a week,” Shtifter recalls. That viral moment propelled Sleepy Tie into Ulta Beauty, marking its transition from niche product to mass-market success.
Beyond Sleepy Tie, other brands have rushed to meet demand. Bondi Boost, T3, and Conair have all launched heatless curlers, while luxury brands like Drybar have introduced air-dry styling accessories. According to market intelligence firm Cobalt, Amazon unit sales for heatless curlers surged by over 300% in 2023 alone.
Dupes have long been a fixture of the beauty industry, but the Airwrap’s hefty price tag made it a prime target for imitation. Shark’s FlexStyle, often referred to as the “Airwrap dupe,” sells for $299—half the cost of Dyson’s device. The company claims it offers comparable results, and the numbers back it up: Shark’s hair tool sales hit $3.4 million on Amazon in 2023, dwarfing Dyson’s $800,000 in the same category.
While Dyson has aggressively pursued patent enforcement, including lawsuits against Shark and counterfeit manufacturers, the brand’s best defense remains continuous innovation. “Patents only take you so far,” says Dyson’s senior design manager Robyn Coutts. “We can’t stand still. We have to keep innovating.” The latest Airwrap iteration, launched in 2024, features Bluetooth integration, allowing users to preset their preferred curl settings.
While the trend is booming, not everyone is convinced of its long-term viability.
“Think of hair like gold,” Clementi explains. “It needs to be heated to be shaped.”
Many professional stylists argue that while heatless curlers reduce damage, they often fail to deliver lasting results, especially for those with thicker or coarser hair. In markets like Japan and Korea, where high-tech haircare innovations dominate, heatless curls have yet to take off. Meanwhile, in the UK—once a major driver of the trend—search interest has sharply declined since its 2023 peak.
However, in the U.S., the heatless curl phenomenon shows no signs of slowing. Influencers continue to promote new curling methods, fueling demand for innovative solutions that prioritize both convenience and hair health. Addison Cain, a director of insights at Spate, believes the trend is evolving rather than disappearing. “The goal is not to eliminate heat, but to use it less.”
The success of the heatless curler market signals a larger shift in beauty consumerism. Today’s shoppers aren’t just looking for performance—they want products that align with their wellness goals, social media trends, and personal values.
As brands continue to refine their offerings, expect to see heatless curling solutions become even more sophisticated, incorporating high-tech materials and ergonomic designs. Whether the trend will endure or fade remains to be seen, but one thing is certain: TikTok has once again proven its ability to turn a niche beauty hack into a multi-million dollar industry.
