Mane, the hair care brand created by celebrity hairstylist Jen Atkin, enters a new phase with the launch of five products and an updated look. Two years after its debut, the brand prepares to grow beyond its original range of hot tools and brushes. With this expansion, Mane introduces not only new formulas but also a new logo and visual direction that signal a shift in focus.
HAIR
Known for its viral styling tools, Mane built a name around ease of use and fast results. TikTok users embraced the brand’s round brush and curling iron for their ability to shape thick hair without effort. Until now, the brand’s offering remained centered on hardware and accessories. The launch of these new products opens a different conversation, one rooted in texture, scent, and lightweight styling.
The five additions begin with the Temp Check Heat Protector, a dry mist that guards hair against heat up to 450°F. This product introduces the brand’s signature scent, Pinky Promise, a blend of rose and lychee. The scent plays a central role in the updated identity, acting as both a sensory marker and an extension of the new aesthetic direction.
Next in the lineup is Shiny Dancer Nourishing Hair Oil, designed to soften hair while avoiding the heaviness some oils can leave behind. The formula works for users looking to add moisture and shine without compromising movement or texture. Mane continues this focus with the Cotton Candy Dry Texturizer, which gives volume and texture while keeping strands light.
Alongside the stylers, Mane launches two hair and body mists. The first, Pinky Promise, mirrors the scent in the heat protector. The second, Sea Sweet, offers a crisp and sugary note. These mists shift the brand’s presence from function alone into personal scent, encouraging use beyond hair care and into daily routines.
This phase signals more than product development. The visual update, from logo to packaging, brings a new tone to the brand. While Mane remains connected to its roots in hairstyling, it now moves into a space that includes fragrance and finish. The products reflect this shift. Each one builds on performance but adds an element of sensory design.
Jen Atkin has steered the brand with an understanding of what works in fast-paced styling. The original tools offered solutions for everyday use, especially for those managing dense or textured hair. With this launch, she directs attention to the finer details of styling: heat protection, scent layering, and finish. The tools still support the look, but the products now shape the experience.
The entire lineup becomes available on Sephora’s website starting July 31. By adding these five products and updating its visual identity, Mane expands its reach without losing its original focus.
