About Us

"Make the right choice, the NEO Choice."

At NEO Choice, we are a small, passionate team of beauty enthusiasts based in Canoga Park, California. Our mission is simple: to create styling tools that not only enhance your look but also keep your hair healthy and shiny—without causing damage. We believe that hot tools should work with your hair, not against it. That's why every product we design is infused with innovative technology to improve performance while preserving the health of your hair.

Our brand is built on a foundation of exceptional, cutting-edge products and genuine relationships. We continually strive to set the standard for advanced, stylish, and reliable hair tools that work seamlessly across a variety of hair types. Each tool is engineered with your hair’s well-being in mind, designed to make your styling routine easier, more efficient, and more effective.

Our mission to redefine healthy hair drives everything we do. We understand that traditional hot tools can be tough on your strands, but with NEO Choice, you don’t have to sacrifice your hair’s health for the look you want. Utilizing advanced technologies like Far Infrared heat, which reduces breakage and damage, our tools provide a healthier styling experience. Drawing inspiration from the beautiful, sunny California coast, we infuse each product with a special touch to keep your hair looking gorgeous, healthy, and strong. Whether you're rocking coastal waves, business-casual straight styles, or a glamorous night-out updo, NEO Choice is here to help you achieve your perfect look—without compromising the health of your hair.