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Remington Claims No. 1 Flat Iron Spot as L’Oréal Bets on Infrared Styling Tech

Remington is named the No. 1 flat iron brand in the U.S. as L’Oréal debuts an infrared-powered styler, signaling a new tech-led era in heat tools competing for celebrity and consumer attention.

Remington Claims No. 1 Flat Iron Spot as L’Oréal Bets on Infrared Styling Tech
#flat irons #hair tools #beauty tech #celebrity hair #L'Oreal #Remington

Remington Claims No. 1 Flat Iron Spot as L’Oréal Bets on Infrared Styling Tech

Remington has been named the No. 1 brand of flat irons in the United States, according to new Circana data, marking a major milestone in the hot-tools category just as L’Oréal accelerates its push into tech-forward straighteners with its infrared-powered Light Straight device showcased at CES 2026, the companies said this week.

Market leader Remington underscores mass appeal

Remington’s flat irons have secured the top spot in the U.S. market by unit sales, the brand announced in a press release citing Circana retail tracking data for the hair appliance category.1 Specific figures were not disclosed, but the ranking positions the legacy mass brand ahead of a crowded field that now includes prestige players and emerging beauty-tech devices.

“We’re delighted to be recognized as the #1 Brand of Flat Irons in the U.S.,” said Shirley Klose, senior brand manager at Remington, in the statement. “This honor speaks to our long-standing reputation as a trusted hair-tool brand. By consistently delivering tools that combine innovative features with exceptional value, we’ve earned the trust of consumers nationwide,” she added.1

The recognition cements Remington’s influence across mainstream retailers at a time when flat irons remain a staple in both at‑home styling and backstage kits. The category continues to be spotlighted in consumer round‑ups and expert testing, with editors and stylists singling out a mix of ceramic, tourmaline, titanium and smart-temperature tools from brands such as Dyson, T3, Ghd, Paul Mitchell and others.23

L’Oréal pushes infrared innovation with Light Straight

While Remington consolidates its mass-market dominance, L’Oréal is using its scale to pivot into high-tech hardware. At CES 2026, the beauty giant unveiled the Light Straight, a flat iron that uses infrared light to style hair at lower temperatures than traditional tools.45

The device is engineered to straighten or curl hair in a single pass and is capped at 320 degrees Fahrenheit, below the 400-plus-degree range of many conventional irons, according to hands-on coverage of the prototype.4 L’Oréal says the technology aims to reduce reliance on extreme heat while maintaining performance, expanding its recent run of tech-driven launches.

The Light Straight builds on L’Oréal Groupe’s broader strategy of embedding digital and hardware innovation into hair and skin products. The company has signaled that new technologies revealed at recent trade shows will be commercialized across several of its professional and consumer brands, with potential use cases at labels including L’Oréal Professionnel and Redken, according to remarks from company executives reported by Forbes.6

Celebrity hair, red carpets and the flat iron arms race

The renewed focus on flat irons arrives amid sustained visibility of heat tools on red carpets and campaign shoots, where celebrity hair remains a key driver of consumer demand. Top stylists regularly cite flat irons as essential multi-use tools for smoothing, bending and creating waves on A‑list clients.

At the 2025 Oscars, stylists leaned on pro-grade stylers across multiple brands to create glossy, period-inspired looks, including Demi Moore’s 2000s-referencing waves crafted at controlled temperatures for a modern finish, according to awards-season coverage.7 Industry pros interviewed by The Hollywood Reporter have likewise pointed to straighteners and irons as non‑negotiables for red carpet prep, highlighting a mix of heritage salon brands and newer tech‑focused entrants on their stations.8

Celebrity hairstylists consulted by outlets such as Byrdie and Instyle continue to shape the narrative around which tools perform best on set and on tour, particularly for natural, thick or textured hair.910 Their preferences often influence which devices gain cult status and cross over from pro backbars to consumer best-seller lists.

Competitive field crowded with pro and consumer players

Beyond Remington and L’Oréal, the flat iron and hot-tools landscape remains highly fragmented, with both salon-focused and mass brands intensifying innovation.

Professional brands including GAMA Professional, Bio Ionic, FHI Heat and CHI are marketing advanced temperature control systems, ion technology and hybrid styler-curlers to stylists and consumers seeking salon-level results at home.11121314 CHI, for example, has expanded its lineup with the Air Setter 2‑in‑1 flat iron and curler, part of its long-running strategy of blending color, care and tools that first put the company on the map in the 1980s.14

Retail-driven labels like Kiss USA are competing on affordability and accessibility, positioning their straighteners as solutions for “bad hair days” while emphasizing frizz control and at‑home salon-like finishes at lower price points.15

Consumer media and testing outlets have further intensified competition by foregrounding expert-backed rankings of “best flat irons” across use cases — from natural coils to fine hair and damage-conscious heat styling — giving visibility to both legacy and niche brands in a space where performance and technology can rapidly shift brand perception.29163

What’s at stake: tech, trust and the next hero tool

The latest developments suggest a category splitting along two axes: mass-market scale versus high-tech differentiation. Remington’s Circana-backed leadership underscores the power of price, distribution and longstanding brand trust, while L’Oréal’s infrared Light Straight points to a future where heat tools function as beauty devices, not just appliances.

As red carpet stylists continue to turn flat irons into multi-hyphenate tools — straightener, curler, and wave-maker — brands are vying for the next breakout hero device, whether through smarter sensors, novel light-based technology, or simply more reliable, celebrity-tested performance.

With the introduction of new technologies set to roll out across professional channels in the coming years and mass brands defending their share at drugstores and big-box retailers, the flat iron remains at the center of a broader battle over how the beauty industry defines innovation in everyday styling.

References & Links

Footnotes

  1. Remington® Flat Irons Secure Top Spot as #1 Brand of Flat Irons in the U.S., PR Newswire. ↩ ↩2 ↩3

  2. The 13+ Best Flat Irons of 2026, According to Experts, NBC Select. ↩ ↩2 ↩3

  3. 8 Best Hair Straighteners and Flatirons Tested on …, Glamour. ↩ ↩2 ↩3

  4. L’Oréal’s latest flat iron uses infrared light to make…, The Verge. ↩ ↩2 ↩3

  5. The Future of Hot Hair Tools, Straight From CES 2026, The Daily Beast. ↩ ↩2

  6. L’Oréal Groupe Introduces New Technology-Driven Products For Hair and Skin, Forbes. ↩ ↩2

  7. 6 Most Popular Celeb-approved Hair Styling Tools at the 2025 Oscars, WWD. ↩ ↩2

  8. The Best Hair Tools & Accessories Loved by Celebrity Hairstylists, The Hollywood Reporter. ↩ ↩2

  9. The 12 Best Flat Irons for Natural Hair, Backed by Celebrity Hairstylists, Byrdie. ↩ ↩2 ↩3

  10. The 10 Best Rotating Curling Irons of 2026, Tested and Reviewed, Instyle. ↩ ↩2

  11. GAMA Professional: Where Innovation Meets Artistry, Marlo Beauty. ↩ ↩2

  12. Professional Bio Ionic, SalonCentric. ↩ ↩2

  13. FHI Heat™ | Where Innovation Meets Style, FHI Heat. ↩ ↩2

  14. CHI Launches the Air Setter 2-In-1 Flat Iron & Curler, CHI Haircare. ↩ ↩2 ↩3

  15. Professional Hair Tools For Salon Results, Kiss USA. ↩ ↩2

  16. The 13 Best Curling Irons of 2025, Tested and Reviewed, Marie Claire. ↩ ↩2

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