The Smooth Company Has Expanded Global Footprint
The Irish hair-care brand, launched in 2022, now sells products across 92 countries worldwide.
Updated on Sept. 25, 2026 in Beauty
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Founded as an alternative to using toothbrushes for hair styling, The Smooth Company has grown its international presence to 92 countries. The business recently saw 51 percent growth between 2024 and 2025.
Why it matters
The company’s rapid scaling reflects shifting consumer preferences toward specialized styling tools over household items. It continues to gain visibility through social media, with its product line reaching 150 million views on TikTok.
The firm reported a 51 percent growth rate from 2024 to 2025, supported by distribution in 92 countries. Its reach is further highlighted by 150 million views on TikTok, though specific financial performance remains undisclosed.
The players
Áine Kennedy
The founder of The Smooth Company who was recognized as an Irish Times Future Leader in 2026.
The Smooth Company
An Irish beauty firm known for specialized hair-styling tools and personalized customer service.
The details
The Smooth Company was established by Áine Kennedy using €10,000 originally saved for a house deposit. The product range serves as an easier alternative to traditional methods like using a toothbrush to manage flyaways or style hair. To maintain personal connection as it scales, the company continues its policy of including a handwritten note in every customer order.
Timeline
The Smooth Company was launched in 2022.
The company recorded 51 percent growth between 2024 and 2025.
Founder Áine Kennedy participated in the EY Entrepreneur of the Year in 2025.
Kennedy was named The Irish Times Future Leader in 2026.
A yoga event was held by the company on Bray beach in August 2026.
Health Landscape
The Smooth Company's expansion follows the established pattern of social-media-driven beauty product scaling, where viral content fuels rapid international market entry. This trend highlights how niche hair-styling innovations are quickly displacing traditional improvised grooming hacks.
As new hair-styling products reach the market, consider reviewing the ingredients in tools or styling agents to ensure they align with your skin sensitivity. Discuss any new product sensitivities with a dermatologist if you experience scalp irritation or hair changes.
The takeaway
The Smooth Company highlights the shift from using household items for grooming to adopting specialized, portable styling tools. Always check that new beauty products meet your individual hair and scalp care needs before regular use.
What happens next
The company has indicated it is developing new products based on customer feedback and expects 2027 to be its most significant year of operation to date.
Further reading
For more on evolving grooming trends, visit the Beauty section.
Source note: This article includes information reported by The Irish Times.
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