Shopify Masters

How One Brand Made Sephora Create an Entirely New Product Category

Jun 12, 2025
Dr. Julie Chung, co-founder of T3 and a medical doctor, revolutionized the hair tool industry by positioning hair dryers as luxe beauty products in Sephora. She discusses how her medical insights revealed the need for improved consumer habits in beauty. The journey of transforming hair tools is filled with challenges, innovative marketing, and securing stylist endorsements. Julie also highlights the importance of steady growth, sustainability, and the empowerment of women through self-care, showcasing how dedication can create a new product category in an established market.
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ANECDOTE

Origin of T3 Hair Tools

  • Julie Chung's idea for premium hair tools started when she struggled with frizzy hair and cheap dryers.
  • Her husband's background in the salon world helped them develop a superior dryer that worked better than existing options.
INSIGHT

Repositioning Hair Tools as Beauty Products

  • Hair tools were considered home appliances and not beauty products 20 years ago.
  • T3 repositioned hair tools as premium beauty essentials designed specifically for modern women.
ANECDOTE

Developing the First Product

  • Kent Yu created a better hair dryer for Julie while she was in medical school.
  • The dryer dried hair faster and left it soft and frizz-free, proving the idea was worthwhile.
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