INVICTUS HAIR

INVICTUS HAIR is a hair-appliance line from Genius GmbH, a German household and kitchen products company based in Limburg an der Lahn that sells largely through television shopping [5]. Rather than a standalone cosmetics brand, it is a small product line inside a much broader catalogue best known for kitchen gadgets. Its first public appearance came in February 2025, when Genius showed the INVICTUS HAIR hair dryer at the Ambiente consumer-goods trade fair in Frankfurt [5].

The line centres on a single product, the INVICTUS HAIR D7 hair dryer, sold as a set with attachments. The brand is active: as of October 2026, the D7 was still being promoted on the homepage of the Genius online shop [1].

The story of INVICTUS HAIR so far is short. Genius presented the hair dryer at Ambiente 2025 as one of three featured new products, alongside a Genius citrus press and the eazzzy Topper Premium Heat Therapy, a mattress topper with a warming function. The company's news post on the fair, dated 14 February 2025, described the event as a success and said visitor interest had encouraged it to keep developing functional products for everyday use.

No founding date separate from that launch is documented, and no INVICTUS HAIR-specific founders are named. Earlier dates that appear in connection with the line belong to its parent company rather than to the hair dryer itself.

INVICTUS HAIR is owned by Genius GmbH [5]. According to the company's own history, it grew out of the work of Cedomir Repac and his wife Petra, who began developing kitchen and household tools in the attic of their home more than 30 years ago [3]. The business was incorporated in 1995 as Euro Produktmarketing GmbH and has traded as Genius GmbH since May 2001 [3]. It remains owner-managed, with Cedomir Repac as managing director, and has grown from four employees to more than 100.

The company's best-known product is the Nicer Dicer, an onion and vegetable cutter launched in 2004. Genius says the tool was inspired partly by Petra Repac's frustration with watering eyes and lingering smells when cutting onions, and that it has since sold in the millions worldwide. Genius describes itself as the inventor of the Nicer Dicer [4].

Over time the parent added further steps to its own infrastructure. It has run its own television channel, GeniusTV, since 2015, broadcasting product presentations around the clock [3]. A service and logistics centre at its Limburg headquarters went into operation in autumn 2018, and an extension begun in March 2021 added more than 3,200 square metres of storage and over 1,000 square metres of office space.

Genius's main ranges cover cutting tools, cookware, cleaning devices and kitchen appliances. Leisure products and items for beauty and wellness were added later, and INVICTUS HAIR sits within that last group. The company says it has developed more than 300 products and holds over 86 patents [2].

No philosophy specific to INVICTUS HAIR has been published. The line instead inherits the stated values of its parent. Genius sums up its mission as delighting customers and making everyday life easier, and says quality and functionality come first in its work [4]. In its own words, its products should be easy to understand, easy to buy and even easier to use.

The company names quality, simple handling and compact design as traits shared by all of its products. Its slogan, "Einfach genial" (roughly "simply ingenious"), is meant to represent the whole portfolio.

That positioning shapes how INVICTUS HAIR reaches buyers. Genius describes itself as a branded-goods maker among direct-response television companies, producing its own infomercials and selling products by phone and online straight from the screen. Its goods are also sold through physical shops, mail order and online stores, as well as through television home shopping [3]. Its online shop runs separate storefronts for Germany, Austria and Switzerland.

The INVICTUS HAIR D7 is the line's only documented product. It is sold as a five-piece hair dryer set that includes a comb and a nozzle, offered in a grey colourway [6]. The D7 is listed under the body and hair care section of the Genius shop, in a beauty and wellness category that also holds unrelated personal-care items.

Technical details such as power output, heat settings or any special drying technology are not documented in published brand material. No hero ingredients, certifications or clinical claims are associated with the line, which is consistent with its nature as an electrical appliance rather than a cosmetic formula.

INVICTUS HAIR is active. As of October 2026, the D7 hair dryer set was listed in the Genius online shop and featured in the special-offer slider on the shop's homepage, next to long-running Genius products such as the Nicer Dicer [1]. No further INVICTUS HAIR products had been announced by that date, and no independent press coverage, awards or controversies involving the line are documented.