Fromm aims to shake up the status quo in the tool category by introducing a new collection of brushes, combs, clips and self-grip rollers called Style Artistry.

In the round brush category, Style Artistry introduces two brush collections. Heat Duo is a collection of copper + ceramic round brushes with unparalleled heat up time and Elite Thermal is a collection of ceramic + ionic round brushes that deliver on trusted technology. Both brush collections tout the patented, ergonomic, lightweight and comfortable handle plus a proprietary blend of bristles for perfect tension for every blow out.  The design of the matte black quilted handle was created for stylists with comfort during endure long hours of working in mind.

“We’re especially proud of the technology and design of our round brushes," says Fromm Senior Brand Manager, Amanda Saintil. "We dived deep into the user experience to understand what elements matter to a stylist, and we delivered on all those points: perfect tension, comfortable handle and lightweight design. We want these tools to help stylists bring their creative vision to life."

Intuition is a collection of brushes offering unique yet accessible styling options. The collection features the Hot Paddle, an accessible paddle-style brush with a thermal ceramic base for one step drying and styling to reduce damage.

The collection also includes two complementary comb collections. The Limitless carbon comb collection delivers a super durable, high-heat and chemical-resistant option, and the ProGlide silicone comb collection is a more flexible, smooth gliding comb great for everyday cutting, sectioning, styling and detangling.

Style Artistry also includes an assortment of professional Pro Volume self-grip rollers that offer a stepped up option with a thermal ceramic core for faster, better holding volume, curls and waves. 

Rounding out the collection are three distinct stylist sectioning clips. Style Artistry includes a soft touch gator clip with six clips per pack, a durable metal control clip and an rubber strip grip clip for extra hold.