MOMSHELLS AND BOMBSHELLS HEAT UP WITH SULTRA

A small, Los Angeles-based beauty brand founded in 2009, Sultra (www.sultra.com) just dropped a bombshell.

Actually, that’s the name of the new product that has style mavins and beauty editors everywhere all in a tizzy. Sultra’s Bombshell curling iron has a sleek, slightly sinister, totally sexy look. This is mostly because it has no clip. And because it has no clip, there’s no ugly hardware.

The Sultra girls say this: the entire barrel heats evenly and consistently, end-to-end, unlike most irons which only heat from the center. And since it doesn’t have a clip—you just wrap your hair around the barrel, as though you’re twirling linguini around a fork—you never get that weird bump-line from the clamp.

Hairdressers, of course, will tell you that they’ve always used curling irons this way, preferring not the use the clip feature.

Mia Jenner, who co-founded the brand with Dana Story, says the look of the tools themselves are part of what makes Sultra products fly off the shelves at Sephora and fine salons and spas across the country. “We wanted to offer the very best, highest-quality technology with our tools, but with a fashionable edge, so they don’t look so utilitarian.”

Sultra instantly earned a cult-following among professional hair stylists and consumers with 12 heat-styling tools and 6 wet-line essentials. But the Bombshell is making waves, literally, in that seemingly overnight, the Bombshell has made flat-ironing and pin-straight locks seem so, well, Snooki.

Jenner comments, “We love all textures and looks for healthy hair, and our tools and products allow you to create whatever style you want. I do have to say, however, the Bombshell is really rocking with the trend toward super-hyped, voluminous curls.”

Patti Stanger, are you listening?

SULTRA IS THE BOMB: Sultra’s hot new curling iron, The Bombshell, curls without a clip.