With an increasing focus on brows, it is no surprise sales of the tools to perfect them are climbing.
With volume on the rise, LaTweez, the company that invented and holds the patent for light-up tweezers, is expanding its reach into the U.S. Founded in 2004, the brand is distributed in multiple markets, including duty-free and luxury doors as well as a partnership with QVC. Now the company hopes to add more doors in the U.S. and pump up sales online.
Although brow trends change, the basic tweezers have stayed the same. Andrew Glass, global brand manager at LaTweez, hopes to usher in newness to the category. Think the type of tweezers you’d expect in a celebrity Instagram.
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“We’re expanding because there is demand for our product. The beauty industry is constantly growing, and we’re getting recognized for bringing innovation to a part of the industry that has been lacking in that area. With the rise of Beauty Influencers on social media, the brow craze is bigger than ever, and we see this only getting bigger over the next couple of years,” said Glass.
LaTweez created and patented the Pro Illuminating Tweezers, which light up to help groom in dim light or to see white or fine hairs. The latest release is Diamond Dust tips on the tweezers, available in red, gold and black. “We use real diamond dust to create an extreme-grip surface that easily grabs, and holds on to even the finest of hairs,” Glass said. The Diamond Dust technology also lengthens the life of the tweezer, and allows for greater time between sharpening, he added. The Illuminating Tweezers with Diamond Dust technology are available online and will roll out next month to select retailers. The core items are the Pro Illuminating Tweezers ranging in price from $26 to $42. The opening price point includes a collection called Colorful, which features the Pro Illuminating Tweezers in an array of colors such as purple, pink and blue. At $42 is a 24-karat gold-plated Illuminating tweezer. The brand is planning to add influencers to garner more attention as it eyes U.S. growth.