Formawell Beauty x Kendall Jen

Formawell Beauty x Kendall Jen is a United States hair-styling-tools brand based in Corona, California. It makes professional-grade dryers, flat irons and curling irons rather than cosmetics, and is a division of the California hair-care company JH Group, founded by Dr. Emil Hakim [4]. The "x Kendall Jenner" in the name refers to a collaboration collection, the Runway Series, for which the supermodel served as the face and stated inspiration; she is not a corporate founder of the company.

The brand remains commercially active: its official site lists a current catalogue of styling tools and continues to be distributed through Nordic retailers, though its concentrated press coverage dates from the 2018-2019 launch window.

⚑ Thinner sourcing. The article relies largely on the brand's own statements (T2–T3). Glowpedia is seeking independent sources.

Formawell Beauty was launched as a new division of JH Group, which WWD describes as a California hair-care company with a heritage in salon hair-care liquids and tools and an early role in ionic styling technology [4]. The company's founder, Dr. Emil Hakim, is characterised in the same coverage as a veteran of more than 25 years in the industry. The brand's own About page echoes this tenure, noting that after 25 years in the hair-care industry its creators were, by their account, the first to develop "Ionic-Gold Fusion" tools in the United States [1].

Accounts of the brand's origin differ in emphasis. WWD frames Formawell as a JH Group venture with Kendall Jenner as the inspiration and face of the line [4], while trade title Duty Free News International reported that the brand was "inspired and created by the elegance, beauty and presence of supermodel Kendall Jenner on the runway" [5]. The two are reconcilable: Dr. Emil Hakim's JH Group is the founding company, and Jenner's role is that of collaborator and namesake of the Runway Series collection rather than corporate founder.

The Runway Series campaign launched on 8 December 2018, photographed at Milk Studios in Los Angeles, with Jenner headlining alongside a roster of social-media influencers [4]. In 2019 the Formawell Beauty x Kendall Jenner styling ranges rolled out more widely, and the company sought global travel-retail partners at the TFWA World Exhibition in Cannes [5].

The brand is a division of JH Group, the California company founded by Dr. Emil Hakim. No acquisitions or sister brands are recorded in the available sources.

Formawell positions itself around tools that style hair without damaging it, a stance the company sums up on its About page with the line "Beauty shouldn't mean damage" [1]. Its stated mission is to bring professional-grade hair tools to consumers at accessible prices [2]. The brand's marketing leans on its runway association, using the tagline "Get ready to take on your day like a supermodel" and presenting its products as salon-quality tools adapted for home use.

The core range consists of styling devices: the Ionic Pro RS Dryer, the One-Inch Pro RS Iron (a flat iron) and the One-Inch Pro RS Curling Iron, alongside hairbrushes. The brand's signature technology is what it calls Ionic-Gold Fusion, a proprietary mineral treatment applied to the barrel and plate surfaces, paired with 24-karat gold plating on the irons.

The company attributes specific hair-care benefits to this approach. Its technology page states that the negative ions in the tools "protect hair color and prevent the breaking of hair follicles" and help eliminate split ends [3]. WWD reported the brand's claim that the technology "promotes ultra-shiny and conditioned hair thanks to high levels of negative ions and infrared energy from 24-karat gold minerals" [4]. The brand does not publish a detailed scientific account of how the mechanism works.

Coverage of the brand is concentrated in its launch period. WWD profiled Jenner's appointment as the face of the Runway Series in 2018, and Duty Free News International covered the styling ranges and their travel-retail expansion in 2019. Jenner was reported to have direct input into future products and, in a statement carried by the trade press, said she trusted the tools because "they give me confidence every time I step out on to the runway" [5].

The brand is active. Its official US site, formawellbeauty.com, is live and serving current product and technology pages, and the tools are distributed through Nordic retailers. Editorial attention has been thinner since the 2018-2019 launch window, but the line continues to be sold.