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We believe great hair shouldn’t require a full glam squad — or a stressful 6-step routine. We create beautiful, innovative styling tools that give every woman the power to feel like her best self, every single day.

Born from a love of design, beauty, and confidence-boosting moments, SUGARBOO is more than a brand — it’s a best-friend energy. The kind that lives in your group chat cheering your glow-ups, reminding you of your magic, and saying “Girl, you don’t need permission to look incredible.”

Our Icon — The #StyleSwap Dryer

Our hero product was created to transform your routine — not just sit on your vanity. Swap between heads to go sleek, bouncy, wavy, or wild-and-free in minutes (yes, really). Pastel-perfect on the outside, salon-level tech on the inside — just how we like it.

Our Promise

  • Hair confidence without compromise

  • Salon-quality styling at home

  • Tools that look as beautiful as they perform

SUGARBOO is for the woman who wants it all — and now she doesn’t have to choose. ✨

WE SEE YOU BOO.

The true you. Not some rando idea of beauty, but actual, unmistakable, you-shaped gorgeousness. Powerful, unstoppable, and unique. The real you. Beauty is no longer an ideal for women to reach for, it is basic. Its ideals now wrap around all shapes, colors and sizes. The truth is that beauty has always been about feminine empowerment, and beauty products and tools offer a means to achieve power through the expression of femininity. Sugarboo’s got you covered. We create brilliant, professional grade tools to crush the world with, so you can slay all day! Tools to create, to express, and to reveal. Everytime. On point! Defy convention. Deny all labels that aren’t proudly self-applied and define the only concept of beauty that will ever matter: YOUR OWN. So get out there, boo and dare to be seen!

GET YOUR SUGARBOO

SHOP OUR 4 IN 1 INTERCHANGEABLE MULTI STYLER NOW AVAILABLE!

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