no!no!

no!no! is a brand of at-home hair-removal devices built around a heat-based system the company calls Thermicon. It was created by Radiancy, Inc., an Israeli light-based skincare company founded in 1998 in Hod HaSharon, which set out to adapt the hair-removal technology used in aesthetic clinics for safe home use [5]. The brand reached a wide audience through television home shopping and infomercials, and it remains commercially active: the current owner, Brand Street Market, LLC, runs an online store selling current models and reports that more than six million devices have been sold worldwide.

The brand's founding date is recorded two ways. One account places the first launch in South America in 2004 [7]; another marks the brand's arrival in the United States home-use market and on home shopping television in 2007 [5]. The two are usually reconciled as a single rollout that reached the US market three years after the original launch.

no!no! grew out of Radiancy, which according to a company description "opened its doors in 1998 with an idea and a vision – to make quality light-based skin care available to everyone," with a research and development team based in Hod HaSharon, Israel [9]. The device itself was developed with the Israeli industrial-design firm Nekuda DM, which states it worked "together with Radiancy, to adapt professional hair removal technology for safe and effective home use." The stated goal was to bring clinic technology to the home consumer.

The system uses what the company calls Thermicon, described on its site as a method that "uses the scientific principles of thermal transference (also known as heat) to treat unwanted hair" [3]. According to the brand, gentle heat attaches to the hair and is carried below the skin's surface to act at the root. no!no! markets the approach as pain-free and "color blind" — that is, intended to work on all hair colors and skin tones, in contrast to light- and laser-based devices that depend on pigment contrast. The brand's tagline describes it as "the only heat-based hair removal treatment that works."

The current line centers on the no!no! PRO Treatment System and the smaller no!no! Micro, alongside men's grooming tools such as the Men's Elite Barber face and hair trimmer. The Thermicon tips that the devices use are sold as subscription consumables through a membership program. Over time the range has also included no!no! Skin, an acne-clearance device, and no!no! Smooth, a skincare line [5].

A peer-reviewed study published in the Journal of Drugs in Dermatology in 2007 evaluated the handheld device. It reported median hair clearance on the legs of 48% immediately after treatment and 43.5% at twelve weeks, and concluded that "the efficacy and safety of the no!no! Thermicon device for hair removal of the legs appear to be comparable to those of laser devices" [8]. The brand describes its products as FDA-cleared and clinically proven, though its own materials cite no specific approval dates or trial details.

no!no! has changed hands several times while staying on the market. Radiancy, its original developer, was merged into the Nasdaq-listed company PhotoMedex, Inc. in a deal announced in 2011 and valued at roughly 174 million US dollars; Radiancy became a majority-owned subsidiary, with research and development continuing in Israel [10]. In 2017, ICTV Brands, Inc. acquired the no!no! brand on January 23 [7]. The brand is now owned and marketed by Brand Street Market, LLC, a New Jersey company that describes its focus as "Consumer Electronics in the Beauty space" with distribution across more than 65 countries [2].

Sources differ on the present parent. Older listings still name ICTV Brands as the manufacturer following its 2017 purchase [7], while the brand's current site and Brand Street Market's own pages identify Brand Street Market, LLC as the present owner [2]. This split is also geographic: the brand originated in Israel, where Radiancy created the device, while its current owner is based at Oldwick, New Jersey, with order fulfillment from Connecticut.

no!no! was among the more visible at-home beauty devices of the television-shopping era. A 2012 press release reported more than three million units sold worldwide and a single 24-hour home shopping event that moved over 41,000 units priced at 249.95 US dollars [5]. The brand also became a notable seller abroad: CNBC reported in 2012 that new data showed no!no! "dominates the Japanese market for women's hair removal devices" [11].

no!no! remains active. Brand Street Market operates a live online store selling the current PRO, Micro and men's-grooming products, along with a subscription program for replacement tips, and reports cumulative sales of more than six million devices across 65-plus countries [2]. Its commercial peak came during the television home-shopping years of the late 2000s and early 2010s; today it operates as a smaller legacy device brand under continuing ownership.