In 2008, we saw a need for more styling options for customers who want to recreate professional-style results on their own.

InStyler has since expanded to 24 hot tools, as well as wet goods and accessories. The InStyler inventor family holds over 50 years of product innovation experience, and 40 years of styling experience.

Each hot tool is designed to give you incredible results in less time — all without damaging your hair. Our innovative team obsesses over tiny details that add up to big changes -including, but not limited to, doing your hair in half the time, getting beautiful long-lasting style with incredible shine, and keeping your hair healthier than you thought possible while using hot tools.

We do all this to make hair styling a stress-free, reliable, and dare we say, even fun experience
for our community

Innovation is our passion. We are constantly reinventing how hair styling tools function so that you get the style you want with less effort.
Dave Richmond, Chief Innovation Officer
Instyler Mission Statement


The InStyler community was built on inclusion and representation by offering styling solutions for all hair types, especially coarse and thick hair types. A wide spectrum of hair types, issues, and styling goals have been carefully taken into consideration as we built our core products.

InStyler is a brand that believes in all human rights, equity, and justice. Our commitment to inclusion across race, gender, age, religion, identity, and experience drives us forward every day. These principles guide how we build our teams, cultivate leaders and create a company that’s the right fit for every team member associated with it.


As creators of the ORIGINAL Rotating Iron and leaders in hair tool innovation, InStyler designs technologically advanced tools that make styling easier and more efficient while delivering amazing results. Our patents represent our commitment to developing superior technology hair tools.

To view the complete list of patents, please click here.

Instyler Authorized Dealers


InStyler products are available at the following select retailers
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Dave Richmond

Dave’s love for innovation and hair was nurtured at a young age through his mother.  Dave’s mother regularly went to see Bruno to get her hair done, and she was always sharing stories of how proud she was of her son’s inventions. Sensing an opportunity, Dave met Claudio, Bruno, and Michael the birth of the rotating iron began. Once InStyler was started Dave was the CEO, then he stepped into the role of Chief Innovation Officer. Now Dave has over 25 years of experience creating innovative hair tools. He is a co-inventor of the Rotating Iron and has over 100 patents in the hair tool space.

Mark Levine

Mark Levine was born and raised in New Jersey. Mark left Jersey when he attended Michigan State and majored in advertising. He moved to California in 1984 and began working with Modern Media creating commercials and infomercials, helping his clients across all industries reach new audiences with their clever and creative ads. When the Revolving Hair Brush was brought to Mark, he knew it was something special. Soon after, the powerhouse team ofClaudio, Bruno, Michael, Dave, and Mark created the InStyler. Mark has played many roles within the brand: he is a founding partner, functions as Chief Marketing Officer, CEO and now he is the President of InStyler. Mark says the goal of the company since the beginning has been, “To ensure we fulfill the promise we make to customers of creating extremely high quality products at an affordable price and continuing to create meaningful innovations.”