After eight incredible years in business, we knew it was time.

The Belle Brush has grown beyond our wildest dreams. What started as a single detangling brush has now become a staple in homes, salons, and handbags across Ireland—and far beyond. With more people than ever discovering the range and falling in love with our tools, this felt like the perfect moment to evolve.

So… welcome to The Glow Up.

This isn’t just new packaging - it’s a full-circle refresh. Our goal has always been to make haircare easy, and now our look reflects that. We’ve introduced clearly defined categories across the range to help you build your personalised routine with confidence, from everyday detangling to styling, blowdrying, and accessories that protect the hair you’ve worked so hard to grow and care for.

We’ve also taken this opportunity to elevate our shelf presence with fresh visuals, improved product navigation, and cohesive storytelling, all designed to better support our community of customers, salons, and stockists. You’ve been a huge part of our journey, and this next chapter is as much yours as it is ours.

But before we share what’s new, let’s go back to where it all began.

It started with a brush.

The Belle Brush was born on a New Year’s Eve with a simple idea, a big dream, and two best friends from Birr, Co. Offaly. Eight years ago, Nancy and Eimear sat down and imagined building a business together, something real, something useful. At the time, Nancy had just launched her own hair extension business, now known as the hugely popular Belle Hair salon in Galway. She found herself constantly recommending multiple brushes to her clients: one for detangling, another for drying, another for the shower just to keep their extensions tangle-free and healthy.

That everyday problem sparked the solution: The Belle Brush – The Original. A single brush that could do it all, designed with hair extensions (and hair health) in mind.

From there, Eimear brought her background in tech to the table and became the powerhouse behind the brand’s operations - building and maintaining the website, managing logistics, keeping everything running smoothly, and leading on marketing strategy. Nancy became the creative force, spearheading product development, content, and the voice of the brand that customers know and love. Together, they grew The Belle Brush from a single product into a full range used by hairdressers, parents, teens, little ones and anyone who wants healthier, shinier, easier-to-manage hair.

And now, eight years on, it’s time to reintroduce The Belle Brush to the world.

We’ve refreshed everything, but kept the heart of what you love. Our new look brings:

• A modernised logo and updated packaging that reflects quality and a haircare-first approach

• Clear range navigation with five easy-to-shop categories: Do-It-All, Blowdry, Style, Care, and Accessories

• Built-in education, with callouts and key features to guide customers in choosing the right tool

• Smarter shopping with descriptive sublines and feature explanations that make everything easy to understand at a glance

• Consistent taglines that educate and inspire across packaging, POS, and content

• And a brand-wide callout on every package, reminding customers that this is more than haircare - it’s a community

The Glow Up is about more than how The Belle Brush looks on shelves. It’s about making haircare simpler, smarter, and more enjoyable for everyone.

Thank you for being part of this journey so far. We’re so excited to share this next chapter with you.

Here’s to what’s next.