ONE offers stylists infinite creations, one solution
In 2003, after recognizing an increasing consumer demand for heated styling tools at his family’s beauty supply store, David Kim launched FHI Heat. Over the next eight years, he and his team quickly grew that collection of high-end professional styling appliances to one of the leaders in the prestige segment of the tool category.
Last year, after a falling out with FHI’s investors, David, along with key members of his management team, left the company he founded and created ONE, a company that offers the next generation of advanced styling tools. Beauty Industry Report (BIR) is delighted to share the story of the renaissance of this entrepreneur with our readers. BIR: Welcome back, David. Please tell BIR’s readers what’s been happening since you left FHI Heat.
David Kim: Thanks, Mike. It’s been a fast and wild ride, that’s for sure. In a matter of just a few months, we’ve created an entire fullservice tool company, backed by a compelling marketing campaign and top notch education. When I decided to launch a new appliance line last year, we studied the market and realized that the tool category had become overcrowded and commoditized, with a lot of uninspired brands with no point of difference. I knew if I were to launch a new line, I’d have to raise the bar for both stylists and their clients. Leveraging my connections and friendships in the industry, we partnered with the top manufacturers and technology providers to push technology and innovation to a new level of excellence. We knew we would have to create something that stood out from the crowd. We did just that and we called it ONE. BIR: That’s a unique name. What’s its significance?
DK: ONE's mission is captured in its tagline: "infinite creations. one solution." We celebrate the diversity and creativity in the hair industry, and want to be the one unifying force that allows stylists to work their magic. We support stylists by providing the tools, the education and the inspiration to unleash their creativity. Our marketing campaign will be stylist-focused and stylist-generated, showcasing the infinite looks they can create using our tools. BIR: How are you communicating that message and breaking through the clutter?