STYLPRO

STYLPRO is a British beauty-tools brand based in London, best known for an electric makeup brush cleaner that washes and dries brushes using a spinning motion. It is the consumer brand of STYLIDEAS, the company founded by inventor Tom Pellereau after he won the 2011 series of the BBC television show The Apprentice and received a £250,000 investment from Lord Alan Sugar [1][5].

The brand sits at the intersection of small household gadgetry and beauty, and its range has expanded from brush-cleaning devices into related accessories such as sponge cleaners, light-up travel mirrors and compact beauty fridges. STYLPRO remains active, selling directly through its own website and across several regional storefronts as well as third-party retailers.

STYLPRO traces back to Tom Pellereau, whom the company describes as a London-born engineer and lifelong inventor. According to the brand, his early ideas included a curved nail file, pitched successfully to pharmacy retailers, which grew out of watching his sister struggle to file her nails with a straight board [3]. The company also notes that Pellereau has dyslexia, which it frames as having steered him toward making physical objects rather than working with words.

The turning point came in 2011, when Pellereau entered the seventh series of The Apprentice on BBC One, broadcast between 10 May and 17 July that year [5]. He won the competition and became Lord Alan Sugar's first business partner, with Sugar investing £250,000 in exchange for a 50% stake [5]. That partnership led to the founding of STYLIDEAS. The venture began with nail-care products — Wikipedia's coverage of the series references an early nail-care line and a range of mani/pedi products launched with the new investment — before the company moved into the beauty devices for which STYLPRO is now known.

STYLPRO is owned by STYLIDEAS, the company Pellereau founded and continues to lead as CEO [1][2]. The brand operates online under two near-identical domains, stylpro.com and stylideas.com, both presenting the same "STYLPRO by STYLIDEAS" identity.

The company positions itself as a beauty-innovation business that solves everyday frustrations through practical tools. Its stated ethos, summed up in the line "we make beauty, make sense," is to tackle real-world problems that ordinary people encounter in their routines [1]. STYLIDEAS lists innovation, sustainability and authenticity among its values, and says its products are tested in independent labs with consumer feedback and durability machine testing.

On sustainability, the brand describes an investment in reusable bamboo products intended to replace single-use items, citing the roughly 11 billion wet wipes it says end up in UK landfill each year. STYLPRO also states that its products contain no animal ingredients or by-products and are cruelty-free tested [2].

The brand's signature product is the STYLPRO Original Makeup Brush Cleaner, a handheld electric device that spins a brush in cleaning solution and then dries it. According to the company it is the "world's first makeup brush cleaner and dryer" [1]. Reviewers have likened the mechanism to a salad spinner: a brush is fixed to a collar, dunked in solution, and spun clean and dry in around 30 seconds per brush. The underlying method is described as centrifugal spin technology [6].

Beyond the original cleaner, the range has grown to include the Spin & Squeeze and Squeeze sponge cleaners, cleanser solutions, the Glow & Behold light-up travel mirror, and small beauty fridges for chilling products. The brand sells directly to consumers online and through retailers including Boots and Amazon in the United Kingdom.

The STYLPRO brush cleaner has been reviewed positively in the UK beauty press. Writing for Woman & Home, contributing beauty editor Lucy Abbersteen said the tool "saved me so much time in manually washing my makeup brushes" and concluded that she would recommend it [6]. The beauty blog Really Ree described achieving "a completely clean AND DRY brush" and called the result highly effective [7].

STYLPRO is active. It maintains an operational direct-to-consumer store alongside regional sites covering the UK, EU, Japan, Australia, Thailand and India, and its products are carried by third-party retailers. Several items on its main storefront have appeared as sold out, but the brand continues to sell and market a current product range, including the more recent Glow & Behold mirror [1].