Baby Tess redefined edge styling and spurred broader industry shifts, encouraging luxury brands to create high-quality tools for edge care. From launch, the patented Edge Styler® quickly amassed a cult following among consumers and with celebrity hairstylists who routinely used it on stars including: Rihanna, Kim Kardashian, Solange, Jhene Aiko, Ciara, Laura Harrier, North West, & many others.

Through innovative storytelling and targeted marketing strategies, we built a brand that resonates deeply with our community, empowering self-expression and enhancing representation. Baby Tress has become a catalyst for inclusivity and quality in beauty, inspiring a more diverse range of products that serve and celebrate all consumers.

Modern hair tools rooted in legacy®

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Modern hair tools rooted in legacy® 〰️

The Baby Tress Impact

  • 23K+ Edge Stylers® Sold B2B

    Repeat & potential customers could discover us through the retailers they already love and trust

  • 11K+ Edge Stylers® Sold D2C

    We created a direct relationship with our customers by selling directly through owned channels.

  • 6,000+ D2C Customers

    Our site, BabyTress.com, boasts over six thousand customers with 6.5% returning to purchase more.

  • 70+ Retail Partnerships

    Retailers include Nordstrom, Bloomingdales, Urban Outfitters, Saks, & Amazon as well as many popular indie shops and salons.