British M’s innovative new Flex Gentle Brush has won a prestigious 2022 Allure Best of Beauty Award in
the competitive hairbrush category.
The innovative Flex Gentle Brush by British M nabbed the 2022 Allure Best of Beauty Award in the competitive hairbrush category.
This distinction is one of the most influential in the beauty industry. Only products that “exceeded expectations” this year and are the most effective and innovative are eligible to win. Indeed, authoritative and knowledgeable editors test thousands of products over several months before making a decision.
The flexible gliding wet and dry brush features a breakthrough moving maze-shaped design that is extra gentle, ventilated to speed hair drying, and detangles all textures.
According to its patent, it allows wider and deeper airflow during drying, and works faster and easier. It gently and
flexibly follows the natural curves of the head and easily creates a wide range of hairstyles from sleek
and smooth to voluminous.
The non-slip handle allows for better control and effortless styling. Made of pliable rubber and special
nylon bristles with epoxy ball-tips, the brush quickly detangles wet hair and knots, helping to
prevent pulling or breakage.
“We are very proud and delighted to accept this highly coveted award from the respected editors at
Allure”, said Heekyung Kim, the founder and CEO of British M. “Our team is dedicated to quality in every
hair product we introduce and we are especially happy to be acknowledged with this iconic honor.”
British M products are sustainable, recyclable, gender-neutral, and animal cruelty free.
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