FURR, the grooming and personal care brand owned by Pee Safe, has added three appliances to its hair styling portfolio: an automatic hair curler, a 3-in-1 multi-styler and a split end trimmer. The expansion adds electrical styling tools to a range that already includes hair care and finishing products.
The new products are available on FURR’s website, priced between Rs 400 and Rs 3,999. The brand also plans to introduce dry shampoo and hair styling mousse, though it has not disclosed a timeline for their availability.
FURR’s existing hair styling products include a Flyaway Fix Styling Stick, Hair Perfume and Scalp Massager. The latest additions cover different styling needs, from curling and multi-purpose styling to split-end trimming.
The brand is targeting women aged 18–35, including Gen Z consumers, college students and young working professionals. Its marketing plans include creator-led content, short-form videos and styling tutorials to demonstrate product use.
“At FURR, we aim to make personal care more accessible by creating products that fit into everyday life. Hair styling is becoming an important part of self-expression, especially among younger consumers who discover new looks through social media. With this range, we want to make styling easier and encourage consumers to experiment with their looks. We aim to establish FURR as a trusted name in grooming and personal care by offering convenient, go-to solutions that meet evolving consumer needs,” said Rithish Kumar, co-founder of Pee Safe.
Swagita Pawah Batra, category lead at FURR, said the product development focused on at-home styling, including appliances for beginners and products for quick touch-ups.
FURR’s broader portfolio spans grooming, body care and foot care. The planned additions of dry shampoo and styling mousse would further expand its hair category beyond appliances and existing styling products.
