Viral Hairbrush Brand Bounce Curl Makes Its Retail Debut At Sephora

Proving that becoming a breakout beauty brand isn’t an overnight accomplishment, haircare brand Bounce Curl is landing on Sephora’s website today and entering roughly 215 stores on March 27, more than a decade after it hit the market.

Marking Bounce Curl’s first major retail partnership, the launch comes after beauty consumers have gone wild for its Define EdgeList Brush, known to smooth and separate hair to create defined, frizz-free curls. On TikTok Shop, the brand has sold more than 230,000 units, primarily of the brush. Introduced in 2023, the Define EdgeList Brush sold out within a week of its launch and has sold out 14 times since.

Along with the $30 Define EdgeLift and Volume EdgeLift Brush, Bounce Curl’s debut online at Sephora will include its newly released Weightless Collection containing shampoo, conditioning mask, thermal guard leave-in, ceramide jelly and styling cream. Every product in the collection retails for $28. An additional exclusive brush will roll out at Sephora for the brand’s brick-and-mortar expansion. Odesho expects 15% growth for Bounce Curl in 2026.

Referring to Bounce Curl’s entry into the beauty specialty chain, founder Merian Odesho says, “Our customers have been waiting for this news. I just got a comment that said, ‘Gosh, you guys are doing everything but getting into stores,’ and I was like, ‘Just wait, just wait. These things take time.’”

Started in 2015 with its Light Hold Creme Gel before expanding into shampoos, creams, moisturizers and more, Bounce Curl fielded retail partnership inquiries for years, but Odesho didn’t feel the business was ready until now. Bounce Curl participated in Sephora’s Accelerator program last year alongside the brands 4AM Skin, OliviaUmma, The Potion Studio, Tonal Cosmetics, Influxious, Ruhveda and The Steam Bar. It is the first brand from its cohort to enter the retailer. Odesho says its Sephora debut was sped up due to the rise of Define EdgeList Brush knockoffs.

To prepare for its Sephora partnership, Bounce Curl doubled its number of employees from eight to 16, concentrating on warehouse and marketing roles. A rarity for Sephora, where most brands are either part of conglomerates or backed by venture capital and private equity, Bounce Curl is self-funded, and Odesho is reinvesting sales to support its Sephora business. She declined to disclose the brand’s revenue.

“I worry about brands when they’re small and just come out and they go straight into retail,” says Odesho. “That’s a little scary for me. I think you really need investors at that point because it’s quite expensive.”

The Sephora launch also marks the debut of Bounce Curl’s new packaging, which has been four years in the making, according to Odesho, and houses the Weightless Collection. While already in the works, Bounce Curl received help from the agency Front Row through Sephora’s Accelerate program to fine-tune the packaging. The packaging features pale yellow bottles with twisted ridges that resemble curly hair, a stark contrast to the brand’s original stock white packaging. The new look will extend to other products, and each collection will be assigned its own color.

Odesho says, “It really vibes with the Sephora prestige look.”

Given the proliferation of brush dupes Odesho has had to contend with over the years, she has chosen to patent the packaging. That patent is currently pending. The Define EdgeLift Brush itself is protected by patents covering its design and functionality.

Odesho has been given a preview of what to expect at Sephora from the Accelerate program. “They go over inventory, they go over what happens to your products when they get returned, they go over demand planning,” she says. “I’m pretty sure there are going to be a few surprises here and there, but, overall, everything that I learned in the Sephora Accelerate program is something that we are doing right now, so that’s really nice to see.”

Sephora will promote Bounce Curl’s launch via its marketing program and post about it heavily in February and March on social. The brand has Instagram and TikTok videos queued up to kickstart its marketing push and will be doing a giveaway to build hype around the milestone. Giveaways have been a valuable marketing tool for Bounce Curl to reach its audience organically.

Sephora encouraged Odesho to highlight her Mesopotamian roots and Middle Eastern heritage moving forward. She already does so, though subtly, through Bounce Curl’s ingredients, including sage, rosemary and date extract, as well as formulation techniques inspired by family haircare rituals. She will lean in further with the Sephora launch.

“I’ve never had a store or retailer be really interested in my heritage, so I thought that was really nice,” she says. “I can’t wait to show Sephora and the world all the amazing ingredients and everything that my grandmother has passed down to me.”