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Ideavillage’s Finishing Touch adds Flawless Colors to lineup

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NEW YORK — Ideavillage Products Corp. has expanded its Finishing Touch Flawless women’s facial hair removal device line with the Flawless Colors collection.

The Finishing Touch Flawless facial hair removal device made its debut in white last June, rapidly becoming an Amazon.com top seller and later a top 10 most-Googled beauty brand in 2017. In February, the device was named a Product of the Year for 2018.

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Finishing Touch Flawless Colors brings a pop of color —blush, lavender or black — to the battery-operated facial hair device. Each looks like a high-end cosmetic lipstick but instantly and painlessly removes unwanted hair and peach fuzz from the lip, chin or cheek without irritation, redness or ingrown hair, Ideavillage said.

The company noted that Flawless uses Butterfly Technology, which is designed to erase hair with micro-precision. The technology is housed under an 18-karat, gold-plated head so it never touches delicate facial skin. The head is dermatologist-approved, hypoallergenic and safe on all skin types and tones for everyday use. A built-in light helps ensure that facial hair isn’t missed during removal.

“When we were developing Flawless, we took a decade of learning what women want and need in facial hair removal and engineered a beautifully crafted cosmetic tool that set the new gold standard in facial hair removal, which quickly proved true based on consumer demand,” stated Andy Khubani, chief executive officer of Ideavillage. “The sleek and subtle design, inspired by the classic lipstick, provides women with tool they can use anytime anywhere without any downtime waiting for regrowth to remove hair. We are introducing Colors as our first step in expanding the Flawless family and delivering women with the trusted tools they need for hair removal.”

Finishing Touch Flawless Colors carries a suggested retail price of $19.99 and is sold at Walmart, Walgreens, CVS Pharmacy, Rite Aid, Bed Bath & Beyond, Sally Beauty Supply and Ulta Beauty stores.



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