Finishing Touch Flawless

Finishing Touch Flawless is an American personal-care brand built around electric hair-removal and nail-care devices marketed mainly to women. It is owned by Church & Dwight Co., Inc., the publicly traded consumer-products company that acquired the Flawless and Finishing Touch brands in 2019 [4][6]. The brand is run from Ewing, New Jersey, and remains active, with a current line spanning facial hair removers, dermaplaning tools and at-home nail devices.

The name carries two layers of history. "Finishing Touch" began as an As-Seen-On-TV personal hair remover from IdeaVillage Products Corp. The brand as it is marketed today dates from June 2017, when IdeaVillage launched the Flawless facial hair remover, a product that became a viral retail hit and reshaped the line around the Flawless name.

The original Finishing Touch personal hair remover was one of the better-known products in IdeaVillage's As-Seen-On-TV catalogue, alongside items such as the Micro Touch men's groomer [4]. IdeaVillage, based in Wayne, New Jersey, developed and marketed the device; no individual is credited as a founder of the brand in available sources.

The modern brand identity emerged in June 2017 with the launch of the Flawless facial hair remover. According to trade coverage of the later acquisition, the device became the top-selling item on Amazon roughly four weeks after launch and was named one of the ten most-Googled beauty brands of 2017 [4]. Because the original As-Seen-On-TV product predates the 2017 Flawless launch, sources differ on when the brand "began": editorial coverage treats the June 2017 Flawless debut as the start of the brand as sold globally today [4], while the earlier IdeaVillage Finishing Touch hair remover is documented as a separate, older product [10].

After its 2017 launch, the Flawless device was voted Product of the Year for 2018, and the brand reported net sales of around 180 million US dollars for the year ending December 2018 [4]. Within about 18 months of launch it was described in trade press as the leading women's electric hair-removal brand worldwide.

In 2019 the brand changed hands. Church & Dwight acquired the Flawless and Finishing Touch brands from IdeaVillage in a deal announced on 28 March 2019, structured as 475 million US dollars in cash plus an earn-out of up to 425 million, for a potential total of up to 900 million [6][4]. Since the acquisition, the line has continued to expand, with releases including the Nu Razor dry-shave device and Flawless Cleanse, alongside the established hair-removal range.

Finishing Touch Flawless is owned by Church & Dwight Co., Inc., which completed its purchase of the brand from IdeaVillage Products Corp. in 2019 [4]. Within Church & Dwight's portfolio it sits alongside other personal-care names the company has cited as complementary, including the Batiste dry-shampoo and Toppik hair-fibre brands [4]. At the time of the deal, the company noted that the brand was marketed in more than 30 countries, with international markets accounting for roughly a tenth of sales.

The brand positions itself at the intersection of function and appearance. On its about page the company states that its purpose is "to transform hair removal into a captivating beauty experience," adding that it designs "technology that is as beautiful as it is functional." Products are presented under the tagline "Salon Quality Hair Removal & Nail Care," framing at-home devices as alternatives to salon or waxing appointments. The stated audience is women looking for convenient, low-irritation ways to remove facial hair, particularly fine "peach fuzz," upper-lip hair and stray brow hairs.

The signature product is the Finishing Touch Flawless Facial Hair Remover, an electric device that uses a small spinning head to remove facial hair. It is built to resemble a lipstick so it can be kept in a handbag or makeup bag, and features an 18-karat gold-plated head with a built-in light. The company describes the cutting technology as German-engineered and says the device carries a dermatologist seal of approval. Reviewers have noted the brand's claim, referenced to the Mayo Clinic, that the method does not cause hair to grow back thicker or darker [5].

Around this core device the brand has built a wider range, including the Dermaplane GLO lighted facial exfoliator, dedicated Brows and Bikini hair removers, and Mani and Pedi nail-care sets. The line is sold across multiple channels — among them Amazon, Ulta, Walgreens and Walmart — and has historically also been promoted through infomercials [5].

Beyond being voted Product of the Year for 2018, the brand has been recognised in several beauty-industry programmes. It was a winner in the Women's Health Beauty Awards in 2020, received an Allure Best of Beauty award in 2021 in the Skin and Hair Removal Devices category [8], and was named in SheFinds' Best New Beauty Awards in 2022. Its devices have also appeared in product round-ups by publications including Cosmopolitan, Harper's Bazaar, ELLE and Real Simple.

The brand is active. It operates a current consumer website under Church & Dwight, with an up-to-date product line that includes newer devices such as the Nu Razor and Flawless Cleanse. Its distribution remains global in scope, consistent with the company's statement at acquisition that the brand was sold in more than 30 countries [4].