Invisibobble

Invisibobble is a German hair-accessory brand built around the traceless spiral hair ring — a coiled, telephone-cord-shaped tie designed to hold hair without leaving a crease or causing tension headaches. It is owned and operated by New Flag GmbH, a distributor and brand incubator based in Munich [3]. The brand says it launched in Germany in 2012 [1] and has since grown into a global business sold through major retailers; according to Beauty Independent, it has sold more than 100 million hair ties since its founding [4].

The brand remains active. Its online shop carries current collections, and one of its claw clips, the EVERCLAW Leo Love, was named an Allure Best of Beauty winner in 2023 [8].

Invisibobble traces its origin to an improvised solution. Co-founder Sophie Trelles-Tvede developed the idea during her first university semester, while studying at Warwick Business School in the United Kingdom. According to the brand, she grabbed an old telephone cord from her dorm room and used it to tie up her hair for a party — more as a styling detail than a serious experiment. The next morning she noticed she had no headache and fewer marks in her hair than usual, which prompted the idea for a product [1].

Together with her business partner Felix Haffa, Trelles-Tvede turned the concept into a commercial product. The company reports launching in Germany in 2012 after refining the design with customer feedback. Some third-party accounts date the timeline slightly differently: a bio published by CEOWorld describes extensive prototype testing in 2012 followed by a formal co-launch of the company in 2013 [6]. The brand's own history gives 2012 as the launch year.

The founder is Danish, and the idea was conceived in the United Kingdom, but the company itself is German — registered and headquartered in Munich.

Invisibobble is part of New Flag GmbH, a Munich-based distributor and brand incubator. Beyond Invisibobble, New Flag's portfolio includes the haircare brand Foamie and the hair-growth brand Natucain. According to Beauty Independent, New Flag was founded in 2010 by Niklas Epstein and Daniel Haffa and has grown into a business reaching more than 80 countries [4]. Trelles-Tvede and Felix Haffa later joined the parent company's management.

After its German launch, Invisibobble expanded quickly. The company went international in 2013, shipping to a dozen countries, and in 2015 the product was introduced to American consumers through Sephora [5]. In 2016, Trelles-Tvede and Felix Haffa were named to the Forbes 30 Under 30 list for Europe in the Retail and E-Commerce category [7].

The brand grew largely through offline, word-of-mouth discovery rather than through influencer-led social campaigns. In a 2018 feature on the spiral hair tie trend, Trelles-Tvede told PAPER Magazine that word of mouth remained the most trusted source of information for new products, which is why the company ran frequent sampling rounds.

Invisibobble positions hair accessories not as basics but as an expression of personality, combining comfort, innovation and style. The company sums up its outlook with the idea that even the smallest everyday essentials can make a big difference. Its product line spans spiral hair ties, the Sprunchie spiral scrunchie, claw clips, hair clips, headbands and hair tools, with ranges aimed at different hair types as well as a kids line.

The brand's tagline describes the original product as "The Original Traceless Spiral Hair Accessory." Its core range sits at an accessible, drugstore price tier and is sold across multiple channels, including general retailers and beauty chains.

The signature product is the original spiral hair ring, a coiled design that the brand presents as the first traceless spiral hair accessory brought to market. PAPER Magazine credited Invisibobble as the originator of the spiral hair tie, the style that became a 2018 trend [5]. The Sprunchie, a spiral scrunchie, extends the same coil concept, and the EVERCLAW claw clip is a more recent addition to the line.

Invisibobble markets its products under a technology it calls HAIRLOVETECH, with a material it refers to as IAR Material. The company states that its design delivers 31 percent less hair damage, 68 percent fewer visible marks and "100% Less pain" compared with standard elastic ties, and says these claims were verified by the testing institute TRI Princeton [1].

In 2023, the EVERCLAW Leo Love claw clip was named an Allure Best of Beauty winner; the magazine's editors select the list after testing thousands of products, and its site director praised the clip's range of colours and comfort [8]. The brand's founders received earlier recognition with their 2016 placement on the Forbes 30 Under 30 Europe list. The spiral hair tie itself is widely credited as the original of its kind, having sold more than 100 million units [4].

Invisibobble is an active, global hair-accessory brand owned by New Flag GmbH. Its online shop carries current collections, it is distributed in dozens of countries through retailers such as Ulta Beauty, Target, Sephora and Sally Beauty [4], and its 2023 Allure award reflects continued presence in the market.