The Smooth Company Products Have Expanded Globally
The hair styling brand has reached 92 countries and experienced significant growth since its 2022 launch.
Updated on Sept. 25, 2026 in Beauty
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Founded as an alternative to using toothbrushes for hair styling, The Smooth Company has grown to sell products in 92 countries. The brand recorded 51 percent growth from 2024 to 2025 and reached 150 million views on TikTok.
Why it matters
The company’s rapid rise reflects a successful pivot from niche DIY hair hacks to a global retail presence. Its growth demonstrates the power of social media marketing in transforming small, bootstrapped startups into international beauty brands.
The company launched with an initial capital of €10,000. It has since scaled its distribution to 92 countries and recently expanded its retail footprint into department stores in the Netherlands.
The players
The Smooth Company
This beauty brand specializes in hair styling tools and has expanded its operations to 92 countries.
Áine Kennedy
She is the founder of The Smooth Company and was named a 2026 future leader by The Irish Times.
The details
Founder Áine Kennedy started the business by repurposing funds intended for a house deposit. Every order includes a personal handwritten note, a customer-focused policy that has helped the brand accumulate 150 million views on TikTok.
Timeline
The Smooth Company was launched in 2022.
The company recorded 51 percent growth between 2024 and 2025.
Kennedy participated in the EY Entrepreneur of the Year in 2025.
Kennedy was named The Irish Times Future Leader in 2026.
The company held a yoga session on Bray beach in August 2026.
Culture Shift
The company's success highlights a broader shift toward social-media-native beauty brands disrupting traditional hair care retail. Its rapid growth follows a pattern set by the Forbes 30 under 30 list, which similarly validates young entrepreneurs achieving global scale.
Consumers can now access the brand's products in select department stores throughout the Netherlands. Those purchasing online continue to receive a personalized handwritten note in their orders, maintaining a consistent customer experience despite the company's global scale.
The takeaway
This brand shows that focused product solutions and personal touches can drive massive international demand. Aspiring entrepreneurs can learn from the company's path of bootstrapping with minimal capital while leveraging viral social media content.
What happens next
The company is currently developing new products based on customer requests and expects 2027 to be its biggest year to date.
Further reading
For more trends in the industry, visit our Beauty section.
Source note: This article includes information reported by The Irish Times.
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