# ISO ## Facts | | | |---|---| | Founded | 2006 | | Origin | United States | | Headquarters | Canoga Park, California | | Status | Active | | Manufacturing | China | | Distribution | Multi-channel | | Website | https://isobeauty.com/ | ISO, run by ISO Beauty, Inc., is an American hair-styling company based in the Los Angeles area of California. It sells heated styling tools such as flat irons, curling wands, hair dryers and heated brushes, alongside several hair-care lines built around ingredients like argan oil, acai, baobab oil and biotin. The company describes its products as salon-grade tools meant for styling at home. The business sells through its own online store, authorized retailers and salons, and it also runs wholesale, drop-ship and private-label programmes. ISO is active: its online store continued to add new products in April 2026 [12]. ## Origin & founders The company explains its name on its own website: ISO, it says, comes from a Greek word meaning "equal" [2]. It ties that meaning to a stated vision of a brand that represents equality and beauty while promoting authentic self-expression. No founders are named in the company's own materials. A Better Business Bureau profile of ISO Beauty, Inc. lists Alon Peled as the company's owner and Stacy Davis as general manager [13]. ## History & milestones Much of what is documented about ISO's history comes from its product range and its dealings with regulators rather than from a published company timeline. The company's press page, an image gallery of magazine clippings, suggests coverage in trade and consumer titles around 2013 and 2014. File names in the gallery refer to issues of Vogue UK from December 2013 and February 2014, Modern Salon from May and October 2013, and Beauty Launchpad from mid-2013 to January 2014 [4]. The clippings themselves are presented without accompanying articles or independent confirmation. In 2018 ISO Beauty recalled its Ionic Pro hair dryers in the United States over a burn hazard, in a recall published by the US Consumer Product Safety Commission [14]. The company still keeps a dedicated recall page on its website that links to the official notice and offers a return form [11]. ### Headquarters location Two California addresses appear for the company, and they point to a move rather than a dispute. The company's contact page gives an address on Canoga Avenue in Canoga Park, flagged as a new location [3]. The same Canoga Park address appears on the company's Better Business Bureau profile. The company's private-label page, however, still lists an older address on Winnetka Avenue in Chatsworth [5], and the 2018 recall notice named the importer as ISO Beauty of Chatsworth, California [14]. This article follows the newer Canoga Park address. ## Ownership ISO Beauty, Inc. is the company that operates the brand and sells its products; the business refers to itself by that name when setting out which sellers are authorized. No parent company or corporate group is publicly named, and no acquisitions are documented. Beyond the owner listed in the Better Business Bureau profile, the ownership structure is not publicly described. ## Philosophy & positioning ISO presents hair as a form of personal expression. Its homepage states that the company aims to help women express themselves confidently through their hair, and it treats a hairstyle as a statement of individuality and mood. The tagline "Don't Just Style Your Hair, Express It." carries the same idea. According to the company, its tools are designed for all hair types and can create looks ranging from sleek straight styles to loose waves and full curls. ISO says its products come with a lifetime warranty. The About Us page also claims appearances in magazines including Vogue, Life & Style, Cosmopolitan and Allure, and on US television programmes such as Good Morning America, The Talk and The Today Show [2]. These are the company's own statements; no dates or specific features are given. ### Distribution policy A notable part of ISO's public profile is how firmly it controls where its products are sold. Under its anti-diversion and counterfeit policy, only authorized retailers, salons and selected websites may sell ISO products [7]. The company lists channels it considers unauthorized, including eBay, Amazon (apart from one named seller, Outlet Circle), daily-deal websites, swap meets and flea markets, and mall kiosks other than one at Northridge Fashion Center. ISO warns that products bought through these channels may be counterfeit, damaged or expired, and that it cannot honour its warranty on them. The company says every product carries a unique code so that the source of diverted goods can be traced, and that it takes legal action and closes accounts when wholesalers or retailers sell to unauthorized parties. ## Products & innovation ISO's range is split between styling tools and hair care. On the tool side, the online store is organised into straighteners (ceramic, titanium and tourmaline flat irons, heated brushes and mini versions), curling tools (including the Twister line and a Pro series), and dryers such as the HairLux, Ionic 3000 and Nano Ionic models. Sets and bundles combine tools with brushes, heat-protection mats and other accessories. The hair-care side consists of several named lines: - **Acai Moisture Vitality** – a system of nine products, including shampoo, conditioner, masks, a leave-in conditioner, styling and curl creams, a sculpting lotion and a treatment oil. The company says the formulas are built around acai berry extract, with amino acids and panthenol (vitamin B5), and are meant to add shine, reduce frizz and help hair keep its moisture [10]. - **IONIX Diamond Drops** – shampoos, conditioners, a deep treatment mask and a heat-protector serum made with argan oil. - **Kashmira Baobab Oil & Biotin** – a smaller line of shampoo, conditioner, a mask, a heat-protector serum and a styling lotion. The same online store also carries skin and body items under other names, including ISO Youth light-therapy and microcurrent skincare devices, Pure Gold 24K serums containing gold flakes, and Art du Savon. ### Private label and wholesale Alongside its own brand, ISO Beauty offers a private-label service that lets other businesses sell hair products under their own names. The company says it has offices in Asia, Europe and the United States and that its products, both ISO-branded and private-label, are made at factories that offer large-volume pricing [5]. It also runs a wholesale programme open to large and small businesses, and states that it can serve buyers around the world. ## Current status ISO is an active brand. Its online store remains live and continued to add new products in April 2026 [12], and the company's contact page announces a new office location in Canoga Park, California. No recent dated news coverage of the company is documented. ## Timeline {#belagg-timeline} | Year | Event | Source | |---|---|---| | 2018 | US CPSC recall 18-098 (February 14, 2018) of Ionic Pro 2000/2000W hand-held hair dryers sold under the ISO Beauty and Proliss brand names, about 73,000 units, burn hazard; remedy refund. The brand's own site keeps a recall page linking to the CPSC notice. | https://www.cpsc.gov/Recalls/2018/iso-beauty-recalls-hair-dryers-due-to-burn-hazard | | 2018 | Brand-site recall page for the Ionic Pro dryer links to the 2018 CPSC recall | https://isobeauty.com/pages/ionic-pro-dryer-recall | ## Signature products {#belagg-products} - **Acai Moisture Vitality hair care system** — The Moisture Vitality Acai hair care system includes 9 products formulated with a conditioning blend to maintain natural shine, fight frizz, and restore resilience for most hair types. — https://isobeauty.com/collections/acaihaircare - **IONIX Diamond Drops hair care line** — Explore IONIX Diamond Drops, Acai Moisture Vitality, Kashmira Baobab Oil & Biotin: expertly crafted hair care lines for diverse hair types and timeless styles. — https://isobeauty.com/collections/hair-care-iso-beauty ## Key ingredients {#belagg-ingredients} Argan oil · Acai · Baobab oil · Biotin Source: https://isobeauty.com/collections/hair-care-iso-beauty ## Mentioned in {#belagg-press} - **Vogue UK** (2013) — Brand's Press & Media page is an image-only gallery; image file name 'Vogue_UK_December_2013_large.jpeg' (further files for Vogue UK February 2014 and an undated November issue). Not independently verified. — https://isobeauty.com/pages/pressandmedia - **Modern Salon** (2013) — Image-only press gallery; file names 'modern_salon_oct_2013…' and 'moder_salon_may_2013_large.jpg', plus 'modern_salon_daily_large.jpg'. Not independently verified. — https://isobeauty.com/pages/pressandmedia - **Beauty Launchpad** (2013) — Image-only press gallery; file names for Summer 2013, July 2013, December 2013 and January 2014 issues. Not independently verified. — https://isobeauty.com/pages/pressandmedia - **Life & Style** — Image-only press gallery; file name 'life-n-style-762_….jpg', undated. Not independently verified. — https://isobeauty.com/pages/pressandmedia ## Sources 2. (T1) https://isobeauty.com/pages/about-us 3. (T2) https://isobeauty.com/pages/contact 4. (T2) https://isobeauty.com/pages/pressandmedia 5. (T2) https://isobeauty.com/pages/private-label 7. (T2) https://isobeauty.com/pages/diversion 10. (T2) https://isobeauty.com/collections/acaihaircare 11. (T2) https://isobeauty.com/pages/ionic-pro-dryer-recall 12. (T2) https://isobeauty.com/products.json?limit=250 13. (T4) https://www.bbb.org/us/ca/canoga-park/profile/beauty-supplies/iso-beauty-inc-1216-100109989 14. (T4) https://www.cpsc.gov/Recalls/2018/iso-beauty-recalls-hair-dryers-due-to-burn-hazard --- Glowpedia · · Published 2026-10-01 Please cite with a link to the article URL.