The Not Your Mother’s brand beauty appliance line got a particular showcase at the International Home + Housewares Show, one that highlighted its lifestyle perspective and the link it has to a broader beauty regimen. The line of styling tools developed by licensee Professional Beauty Supply corresponds to an existing group of gels and other consumable products but has particular benefits besides.

Of course, the ability to tie into the consumable product, and marketing for it, is important to Professional Beauty Supply, which has named its items for the creams, gels, etc. that help the appliances provide a particular look.

However, the company offers its own designed-in advantages, such as the S-curve in the Style Freak iron plate, the spin action on the Kinky Moves wand and the flexibility of the Beach Babe 2-in-1 Styler. Two interchangeable heated styling elements that slip on the handle allow consumers to get very different curls. Yet, the company plans to add more styling elements, giving customers the chance to add a new dedicated function for a price around $15 as opposed to the price required for a whole new tool.