Singaporean brand Imi aims to change hair styling with health-focused tools

Singaporean brand Imi is entering the competitive hairstyling market with a focus on hair health, challenging the notion that heat styling inevitably leads to damage. Founded by Sharryl Ng, the brand's name, derived from the Japanese word for "significance," reflects its mission to provide users with assurance of good hair every day without compromising its condition.

Ng's personal frustration with her heavily bleached hair, which had become increasingly dry and brittle, fueled her quest for styling tools that could minimize further harm. She discovered that controlled heat, applied correctly, might actually be healthier for hair than air-drying. Research, including a study by dermatologists from Yonsei University, suggested that controlled heat at the right temperature and distance could protect hair better than natural drying.

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For the longest time, I was resigned to the fact that my hair condition would deteriorate with heat styling.

"I always thought air-drying was healthier for the hair, but it turns out that using controlled heat to dry it is the best way to go," Ng stated. The study highlighted that wet hair's vulnerable cuticle layer stretches easily and is prone to breakage. Therefore, drying hair quickly yet gently with controlled heat and proper technique is key.

This insight led to Imi's first product, the Air Smart Intellisense hair dryer. The device incorporates a smart system designed to automatically adjust heat and airflow based on the dryer's proximity to the hair. This feature aims to significantly reduce the risk of heat damage, addressing a gap Ng identified in the market for tools prioritizing long-term hair health over mere speed or power.

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I always thought air-drying was healthier for the hair, but it turns out that using controlled heat to dry it is the best way to go.