FURR expands hair styling range with three new grooming appliances

MUMBAI: Bad hair days may soon have more competition. FURR, the Gen Z focused grooming and personal care brand, is expanding its hair styling portfolio with three new appliances aimed at making salon inspired looks easier to recreate at home.

Launching on 21 October 2026, the range introduces the FURR Automatic Hair Curler, 3 in 1 Multi Styler and Split End Trimmer. The products will sit alongside the brand’s existing hair styling offerings, including the Flyaway Fix Styling Stick, Hair Perfume and Scalp Massager. Prices across the range will start at Rs 400 and go up to Rs 3,999, with the products available through the FURR website.

The launch comes as social media trends and beauty creators increasingly influence how younger consumers discover hairstyles and experiment with their appearance. However, recreating a look seen in a short video can be trickier than it appears, particularly for beginners who may not have the time, tools or confidence to navigate complicated styling routines.

FURR is positioning its new appliances around this gap, offering tools for different styling needs without requiring frequent salon visits. The automatic curler is designed for curling, while the multi styler brings multiple styling functions into one appliance. The split end trimmer adds another option to the range, alongside products intended for quick touch ups and everyday hair maintenance.

Rithish Kumar, co-founder of Pee Safe, said the brand wanted to make personal care more accessible with products that fit into everyday routines. He noted that hair styling was becoming an important form of self expression, particularly among younger consumers discovering new looks through social media.

“With this range, we want to make styling easier and encourage consumers to experiment with their looks,” Kumar said, adding that the brand aims to establish FURR as a trusted name in grooming and personal care through convenient solutions that respond to changing consumer needs.

Beyond appliances, FURR is also preparing to expand its hair styling line-up with Dry Shampoo and Hair Styling Mousse. These upcoming additions are intended to provide more options for everyday styling and hair maintenance, extending the portfolio beyond tools and into complementary hair essentials.

Swagita Pawah Batra, category lead at FURR, said product development focused on understanding what consumers need when styling their hair at home. The aim, she said, was to bring together easy to use appliances and products for quick touch ups, particularly for those just beginning to experiment with different hairstyles.

The range primarily targets women aged 18 to 35, with Gen Z consumers, college students and young working professionals forming its core audience. FURR plans to support the launch through creator led content, short form videos and easy to follow styling tutorials, demonstrating how the products can be used for everyday looks.

The communication strategy will focus on practical demonstrations and styling ideas rather than simply showcasing the appliances. By making the products easier to discover and understand, the brand hopes to encourage trials and build engagement with its target consumers.

The challenge for FURR will be to turn social media inspired interest into regular product use in a crowded personal care market. Its price range of Rs 400 to Rs 3,999 covers a broad spread of spending levels, although individual product prices have not been specified in the launch announcement.

With three new appliances, two more products planned and an existing portfolio of hair essentials, FURR is building a broader proposition around at home styling. The strategy places convenience and experimentation at the centre of its offering, as the brand looks to make hair styling less of a salon appointment and more of an everyday routine.