There was a distinct moment of realisation when co-founder of hair tool brand T3, Julie Chung, was evacuating her home during the tragic Palisades wildfire that tore through California in January 2025.
“When you move your whole life out of your house and are running with all your belongings, you realise you have too many things,” Chung tells Cosmetics Business.
The understandably cluttered nature of life is not just indicative of individuals but a wider issue of oversaturation within the beauty industry.
“I should not be saying this as a business person who is selling consumer goods, but there are a lot of options now, and it is dizzying”, she adds.
And, as T3 turned 20 last year, Chung reflects on her ambitions to avoid feeding into the issue of overconsumption through the “considerate” designs of her product range all those years ago.
She adds: “I consider our tools a very considered purchase that is going to stay with you for a long time.”
But can this slower approach and unwasteful business ethos maintain itself in the increasingly crowded beauty and hair tool space?
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