Brand guides to personal-care and wellness brands — electric toothbrushes, hair tools, clippers and shavers, recovery devices, sleep tech, cold plunges and saunas.
Personal-care brands are often owned by consumer-goods giants, or licensed to someone else entirely. These guides set out who owns each name.
Giants and licences
Oral-B belongs to Procter & Gamble, as does Braun’s grooming line; Sonicare belongs to Philips. Revlon-branded hair dryers are made by Helen of Troy under a trademark licence, separate from the cosmetics company, while BaByliss has belonged to Conair since 1995. Remington’s shavers are owned by Spectrum Brands. Against them stand family firms such as Wahl and Andis.
Wellness tech
Sleep tech has had its own turbulence: Sleep Number passed through Chapter 11 in 2026, and Hatch’s paid membership drew a documented backlash. Harvia, the Finnish sauna-heater maker, is described in its guide as the world’s only publicly listed pure-play sauna company.
How to use these guides
Each guide covers who owns the name today, where the products are made — by the maker’s own account and, where it differs, by other sources — and the brand’s visual identity. A company’s description of itself is attributed to the company, and where a business has closed we say so plainly. The table at the end gathers the essentials.
Electric toothbrushes
Power toothbrush brands.
- Oral-B — The Procter & Gamble oral-care giant whose round, oscillating-rotating heads and iO magnetic drive define one side of the category.
- Oclean — The independent Shenzhen brand of app-connected sonic toothbrushes, a Xiaomi-ecosystem partner rather than a Xiaomi product.
- Suri — The independent, B-Corp British startup whose slim sonic toothbrush is built to be repaired and recycled.
- Laifen — The founder-led Chinese motor company, known first for high-speed hair dryers, that carried its engineering into sonic toothbrushes.
- BURST — The independent US subscription brand whose sonic toothbrush is co-developed and sold through a network of dental professionals.
- Sonicare — The Philips-owned brand, born a US university spin-out, whose side-to-side sonic drive defines the other side of the category.
- Feno — The independent 2024 US startup behind an AI-guided, U-shaped Smartbrush that aims to clean every tooth at once.
More toothbrush brands
Further electric-toothbrush makers.
- Philips Sonicare — The 1992 University of Washington spin-out that invented sonic brushing, bought by Philips in 2000 and enforced through patents.
- Burst — The 2017 LA direct-to-consumer brush built on a network of ~25,000 dental-pro “ambassadors,” a model a 2021 watchdog flagged.
- Foreo — The founder-owned Stockholm beauty-tech house whose ISSA toothbrush bets on silicone bristles, an antibacterial claim dentists accept but withhold on plaque.
Hair-styling tools
Dryers, straighteners and curling irons.
- Conair — The 1959 Queens, New York styling-tool giant behind countless dryers and curling irons, still run privately but majority-owned by the PE firm American Securities, with the founding Rizzuto family holding only a minority.
- BaByliss — The Paris brand whose founders invented the first electric hair straightener in 1960, and which has belonged to America’s Conair since 1995, sold today largely as the professional BaBylissPRO line.
- Revlon — The Revlon-branded dryers and the viral One-Step Volumizer are made by Helen of Troy under a trademark license, a business entirely separate from the Revlon cosmetics company that went through Chapter 11 in 2022.
- Hot Tools — The professional curling-iron name defined by its 24K gold-plated barrels, and one of the OWNED brands (unlike the licensed Revlon line) inside Helen of Troy’s Beauty & Wellness stable.
- Drybar — The yellow “Buttercup”-era blowout name Alli Webb built from a 2010 Los Angeles salon, whose PRODUCTS business Helen of Troy acquired for about $255 million while the SALONS went separately to WellBiz Brands.
- GHD — The Leeds-founded “good hair day” straightener brand (2001), owned by Coty from 2016 but, since a 2020 carve-out, part of the KKR-controlled Wella Company rather than Coty.
- T3 — The Santa Monica maker (founded around 2003 by Kent Yu and Dr. Julie Chung) of the AireLuxe dryer and Lucea iron, the round’s lone brand with no parent company publicly on record.
Clippers and shavers
Hair clippers, trimmers and electric shavers.
- Wahl — The Sterling, Illinois company Leo Wahl built in 1919 around the first practical electric hair clipper, run by the Wahl family for five presidencies and never sold to a conglomerate.
- Andis — The Sturtevant, Wisconsin maker Mathew Andis founded in 1922 with the Master clipper, still family-owned and operated into its fourth generation (and, contrary to a common guess, not an employee-owned ESOP).
- Oster — The John Oster company (1924, Racine, Wisconsin) whose universal-motor Classic 76 is a barbershop staple, and which today, via Sunbeam and Jarden, belongs to Newell Brands (not, as often assumed, Spectrum Brands).
- Philips Norelco — The electric-shaver line Royal Philips has sold in North America as “Norelco” ever since a 1940s trademark clash blocked the Philips name, and which stayed with Philips (not the 2021 Versuni spinoff).
- Braun — The 1921 Frankfurt company whose Dieter-Rams “less but better” aesthetic defined modern product design, and whose grooming line has belonged to Procter & Gamble since the 2005 Gillette deal (while its kitchen appliances are licensed to De’Longhi).
- Remington — The electric-shaver brand (from Remington Rand’s 1937 razors, later Victor Kiam’s “I liked it so much I bought the company”) owned today by Spectrum Brands, and entirely separate from the Remington Arms firearms business it shares a heritage name with.
- Panasonic — The ARC-series multi-blade electric shavers (the flagship six-blade ARC6) made by Panasonic Holdings, the Osaka electronics company Kōnosuke Matsushita founded in 1918.
Massage guns and recovery
Percussive massage and recovery devices.
- Therabody — The Theragun inventor’s wellness-tech brand, defined by a patented triangle handle and category leadership.
- Hyperice — The athlete-backed recovery brand whose Hypervolt guns and Normatec boots earned deep NBA and NFL credibility.
- Ekrin — The US direct-to-consumer massage-gun brand that undercuts the big two and backs it with a lifetime warranty.
- Achedaway — The recovery brand that pairs a percussion gun with an electric “smart cupping” device, a modern take on an old tradition.
- Bob and Brad — The value recovery brand built on two American physical therapists’ hugely popular YouTube channel.
- Renpho — The Hong-Kong-owned, US-facing wellness brand best known for smart scales and an ever-wider range of recovery gadgets.
- Opove — The Chinese-owned, US-facing brand whose quiet, affordable M3 Pro undercuts the premium recovery names.
Sleep tech
Sleep-technology devices.
- Sleep Number — The adjustable air-chamber smart-bed pioneer that named itself after its firmness setting, and that in 2026 passed through Chapter 11 into new ownership.
- Bryte — The Silicon Valley luxury smart bed whose surface of dozens of air modules re-shapes and re-temperatures itself in real time as you sleep.
- SleepMe — The water-based bed-temperature pioneer behind the Chilipad, now operated by Sleep Solutions Inc. after a 2023 transition.
- Hatch — The Shark Tank sleep brand behind the Restore sunrise alarm and the Rest baby night-light, whose paid membership has drawn a documented backlash.
- Ozlo — The sleep-earbud brand founded by former Bose engineers who acquired and licensed the discontinued Bose Sleepbuds technology and brought it back.
- Elemind — The MIT-born neurotech sleep headband that reads your brainwaves and plays phase-locked sound to quiet the alpha waves that keep you awake; a wellness device, not FDA-cleared.
- Somnox — The Dutch “sleep robot,” a pillow-shaped breathing companion born at TU Delft that you cuddle to slow your breathing toward sleep.
Cold plunges and saunas
Cold-therapy and sauna brands.
- Plunge — The bootstrapped California brand that turned a garage prototype into the best-known home cold-plunge, now expanding into saunas.
- Ice Barrel — The Ohio brand that made the upright cold-therapy barrel its own, now a wholly owned subsidiary of Sunlighten.
- Renu Therapy — The founder-led Southern California maker of premium, handcrafted cold plunges built to last.
- HigherDOSE — The bootstrapped New York wellness-tech brand, founded on the DOSE feel-good chemicals, that made infrared feel like beauty.
- Sunlighten — The founder-led Kansas infrared-sauna leader built on its patented SoloCarbon heater, made in Vietnam.
- Clearlight — The founder-owned, doctor-designed infrared-sauna brand that licenses its engineering to Jacuzzi rather than being owned by it.
- Harvia — The Finnish heritage sauna-heater maker, the world’s only publicly listed pure-play sauna company, that rolled up a global sauna empire.
Toothpaste and oral care
Marvis, Davids, Bite, Boka, Hismile, Curaprox and Selahatin.
- Marvis — The Italian, design-led toothpaste known for its colourful vintage tubes, made in Italy.
- Davids — The premium natural toothpaste in a recyclable metal tube, made in the USA.
- Bite — The plastic-free oral-care brand built on toothpaste tablets in a refillable glass jar.
- Boka — The modern, minimal oral-care brand built on nano-hydroxyapatite toothpaste.
- Hismile — The viral, influencer-marketed teeth-whitening brand from Australia.
- Curaprox — The Swiss, design-led oral-care brand known for its ultra-soft toothbrush.
- Selahatin — The Swedish luxury toothpaste with perfumer-created flavours, made in Switzerland.
At a glance: who owns the name and where it is made
Taken from each guide’s fact panel, as of October 2026. Ownership and production change; follow the link for sources and detail.
| Brand | Origin | Owner | Where made |
|---|---|---|---|
| Achedaway | See guide | See guide | See guide |
| Andis | USA (1922) | Independent (family) | USA + imported |
| BaByliss | France (1960) | Conair (1995) | Italy + Asia |
| Bite | See guide | See guide | Undocumented |
| Bob and Brad | PT creators | See guide | See guide |
| Boka | See guide | See guide | Undocumented |
| Braun | Germany (1921) | P&G (2005) | Germany |
| Bryte | USA (Los Altos) | Private (VC) | USA |
| BURST | See guide | See guide | USA |
| Burst | USA (2017) | Independent (VC) | Undisclosed |
| Clearlight | USA (1997) | Founder-owned | China |
| Conair | USA (1959) | American Securities (PE) | Overseas (rep.) |
| Curaprox | See guide | See guide | Swiss origin |
| Davids | See guide | See guide | USA (qualified) |
| Drybar | USA (2010) | Helen of Troy (2019) | Not disclosed |
| Ekrin | See guide | See guide | See guide |
| Elemind | USA (Cambridge MA) | Private (VC) | See guide |
| Feno | See guide | See guide | USA |
| Foreo | Sweden (2013) | Founder-owned | Undisclosed |
| GHD | UK (2001) | Wella (KKR) | Not disclosed |
| Harvia | Finland (1950) | Public (Nasdaq) | Multi |
| Hatch | USA (Menlo Park) | Private | See guide |
| HigherDOSE | USA (2016) | Founder-led | Undisclosed |
| Hismile | See guide | See guide | Undocumented |
| Hot Tools | USA (pro) | Helen of Troy (owned) | Asia (rep.) |
| Hyperice | See guide | See guide | See guide |
| Ice Barrel | USA (2017) | Sunlighten | USA |
| Laifen | China (Shenzhen) | See guide | See guide |
| Marvis | See guide | See guide | Italy |
| Oclean | China (Shenzhen) | See guide | See guide |
| Opove | See guide | See guide | See guide |
| Oral-B | See guide | See guide | See guide |
| Oster | USA (1924) | Newell Brands (NWL) | Unverified |
| Ozlo | USA (Boston area) | Private (VC) | See guide |
| Panasonic | Japan (1918) | Panasonic Holdings | Japan (rep.) |
| Philips Norelco | Netherlands (1939) | Royal Philips | NL + China |
| Philips Sonicare | USA (1992) | Philips | China (rep.) |
| Plunge | USA (2020) | Founder-led | US-assembled |
| Remington | USA (1937) | Spectrum Brands (SPB) | China (rep.) |
| Renpho | See guide | See guide | See guide |
| Renu Therapy | USA (2020) | Founder-led | SoCal-built |
| Revlon | See guide | Licensed by HoT | Asia (rep.) |
| Selahatin | See guide | See guide | Switzerland |
| Sleep Number | USA (Minneapolis 1987) | Sleep Country Canada | See guide |
| SleepMe | USA (Mooresville NC) | Sleep Solutions Inc. | See guide |
| Somnox | Netherlands (Rotterdam) | Private | See guide |
| Sonicare | See guide | See guide | See guide |
| Sunlighten | USA (2002) | Founder-led | Vietnam |
| Suri | See guide | See guide | UK |
| T3 | USA (~2003) | Independent | China (rep.) |
| Therabody | See guide | See guide | See guide |
| Wahl | USA (1919) | Independent (family) | Mixed |
Frequently asked questions
Who makes Revlon hair dryers?
Helen of Troy, under a trademark licence; the business is separate from the Revlon cosmetics company, according to our guide.
Who owns Oral-B and Braun?
Procter & Gamble, according to our guides.
Part of our Beauty & Grooming brand guidelines. See also all collections.