TRADEMARK BEAUTY ENTERS CVS The award-winning hair tools can now be found in BeautyIRL doors nationwide and

News release by Trademark Beauty

facebook icon linkedin icon twitter icon pinterest icon email icon Los Angeles, CA | July 27, 2023 12:00 PM Eastern Daylight Time

Trademark Beauty, the acclaimed line of affordable, award-winning, and user-friendly hair tools, celebrates its fourth anniversary by expanding into 186 CVS BeautyIRL stores nationwide and online at

Founded in 2019 by sibling duo Celebrity Hair Stylist Joseph Maine, known for working with A-list clients like Kate McKinnon and Ashley Benson, and Sabrina Maine, the brand achieved remarkable success, generating over $1M in revenue within the first 18 months, all while being self-funded. Their childhood fascination with hair tools and products, which ignited during moments of bonding while getting ready for church and school, inspired the inception of Trademark Beauty.

The brand's best-selling products include the Babe Waves, a triple barrel curling iron for effortless beach waves, which sold out six times since its launch; the Easy Blo, a blow dryer brush combo featuring Ionic Technology for reduced damage and drying time, and their latest release, the Sunny Styler, a 2-in-1 iron for both curls and straightening with air vents that instantly cool and set hair, minimizing damage. CVS BeautyIRL stores and offer seven products from the brand, including all three best sellers, along with Velcro rollers, a wet/dry hairbrush, a flat iron and a lightweight blow-dryer. Sporting their signature bubblegum pink color, the tools and accessories are priced between $14-$90.

Co-Founder Joseph Maine expresses delight in partnering with the mass market retailer, stating, "It was always our goal to make luxury hair tools more accessible, and CVS stores make it easy and convenient to purchase beauty products - it's the perfect fit for us." Trademark Beauty takes pride in its commitment to affordability, ensuring customers can access top-quality, innovative hair tools without compromising on style.



Joseph and Sabrina Maine launched Trademark Beauty with the mission to make premium beauty products more accessible. After over a decade in the industry, the sibling duo has established a brand and community focused on proving that beauty is undefinable. Like art, beauty is subjective. Beauty has no rules. Beauty is for everyone.  



Contact Details


Trademark Beauty


Kim Farrington


Company Website

project media


CVSTrademarkhair toolsBeautyIRLJoseph MaineBabeWaves