NatureLab Co., Ltd. (headquartered in Shibuya, Tokyo) is adding a new brush to its WetBrush® hairbrush line, loved in more than 70 countries around the world. The "Pro Smooth Styler Frost" will launch in stages at Loft stores starting September 10, 2026 (Thursday), followed by a full nationwide release on November 1, 2026 (Sunday). Available at select stores.
WetBrush uses its own flexible bristle design, "IntelliFlex®," to gently ease out tangled hair and smooth it into place with minimal effort. The brand has long been popular within the American salon industry, and its cumulative worldwide shipments have surpassed 100 million units.*1
The new "Pro Smooth Styler Frost" is a styling brush that combines two types of bristles: "IntelliFlex® pins," which loosen tangled hair, and "synthetic boar pins," which add shine to hair. It smooths hair while bringing out natural shine, making it a good fit for everyday brushing as well as for updos like ponytails and buns.
The brush also features an ergonomically designed handle meant to reduce fatigue during extended use. It combines an easy-to-hold size with a stylish frosted finish for a professional-grade hairbrush.
*1: Based on an April 2020 survey by JD Beauty.
Product Overview
Price: ¥2,640 (tax included)
Release date: September 10, 2026 — pre-release at Loft
Some stores may not carry the product.
Release dates may vary by store.
Product Features
Two types of bristles: detangling hair while adding shine
The brush combines "IntelliFlex® pins," which gently loosen tangled hair, with "synthetic boar pins," a synthetic bristle that smooths the hair's surface and adds shine much like a boar-bristle brush, for a dual-bristle design. Simply brushing with it smooths the hair and leaves it with a natural shine.
Great for updos like ponytails and buns
Beyond everyday brushing, the brush is also recommended for styling ponytails and buns worn at the back of the head. It catches even fine strands of hair, smoothing the surface while finishing the style with shine.
An ergonomic handle for comfortable use, even over long periods
Designed with hairdressers and stylists who use the brush for extended periods in mind, the handle follows an ergonomic design that fits comfortably in the hand, supporting everyday brushing and styling.
A stylish frosted finish
The body features a calm, understated frosted finish. Alongside its professional-grade functionality, the design is meant to be one people want to reach for every day. It comes in two colors: a sleek, easy-to-use black and a vibrant pink.
About WetBrush
Since its launch in 2005, WetBrush has held an overwhelming share of the US market and has received numerous awards, including a beauty award from Allure, one of America's most authoritative beauty magazines.
Its original "IntelliFlex®" bristles gently glide through even damaged, wavy, or fine hair, and hair with wigs or extensions attached, without damaging the hair or scalp. A light brushing, with no tangling, leaves hair smooth and shiny, as if just treated. The lineup also includes a "Dry" brush that speeds up drying, a "Paddle" brush that covers a wide area quickly, and a "Mini" version that fits in a cosmetics pouch, among other variations, so it can be used according to different needs and occasions.
Official brand website: https://wetbrush.jp
Product History
WetBrush was born in 2005 out of one father's search for a way to manage his three daughters' tangled hair. The successful development of WetBrush's signature "IntelliFlex®" bristle made it possible to easily brush through his daughters' hair with its soft pins, and the brush has continued to evolve into a hit product loved around the world.
