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Firstline Brands Launches Texas Heat Collection

prnewswire.com
TGT Target is mentioned as a retailer that will carry Firstline Brands' new Texas Heat Collection, indicating a potential sales channel but no direct company performance analysis. WMT Walmart is listed as a retailer that will carry the new Texas Heat Collection, suggesting a business relationship but offering no specific insight into Walmart's performance. AMZN Amazon is mentioned as a retailer carrying select products from the new collection, indicating a sales channel without providing direct sentiment on Amazon's performance.

Firstline Brands Launches Texas Heat Collection New lineup of multifunctional hair tools and accessories brings salon-quality results home.

HOUSTON, March 26, 2026 /PRNewswire/ -- Firstline Brands, the leading textured hair accessory company in the U.S., announces its NEW Texas Heat Collection is now available at select retailers nationwide. This comprehensive lineup features innovative styling tools and protective accessories designed to deliver professional-quality results at home.

Firstline launches NEW Texas Heat Collection; innovative styling tools delivering professional-quality results at home.

The collection takes its name from the hero product, the Evolve® Texas Heat Thermal Brush ($14.99), a curved thermal paddle brush engineered specifically for heat-based styling routines. The brush features a contoured paddle that follows the natural curve of the scalp, an ionic plate that supports even heat distribution and frizz control, and an easy-grip handle designed for comfort during extended styling sessions.

"We've been making hair tools for 40 years, and we're still learning from the people who use them every day," said Joni Odum, President and CEO of Firstline Brands. "This collection came together because our team listens to our consumer; they tell us what's frustrating, what's missing, what actually works. From there we're able to create thoughtful solutions with intentional design that help them achieve their desired look."

Firstline Brands offers a mix of hairstyling tools and maintenance essentials across its five-brand portfolio, Evolve®, WavEnforcer®, Camryn's BFF®, DriSweat®, and Sleek®, with products tailored for women, men, tweens, fitness enthusiasts, and budget-conscious shoppers.

In addition to the Evolve® Texas Heat Thermal Brush, the full product range includes:

"These new items represent our commitment to creating tools that work as hard as we do as consumers," said Landria Jordan, Sr. Director of Innovation and Marketing at Firstline Brands. "Each product solves a real styling challenge, whether it's achieving a sleek blowout or silk press, protecting styles overnight, or shortening your wash day routine. We've engineered these tools to make quality hair care simpler and more accessible."

The Texas Heat Collection is now available at H-E-B, with additional retailers including Target, Whole Foods, Walmart, Walgreens and Amazon carrying select products throughout 2026. All products are crafted with high-quality, durable materials designed to support healthy hair care routines.

About Firstline Brands

Firstline, Incorporated is a leading textured hair accessory company with 40 years of experience and a deep commitment to embrace and accommodate the often-overlooked haircare needs of multicultural groups and hair types. Firstline offers a masterful mix of hairstyling and maintenance essentials from hairbrushes, combs, satin sleep maintenance items, and styling accessories across its brand portfolio that includes Evolve®, WavEnforcer®, DriSweat®, Sleek® and Camryn's BFF® for girls and tweens. Firstline's product assortment can be found nationwide at Walmart, CVS, Walgreens, Target, Sally Beauty, Amazon, and more. Learn more at FirstlineBrands.com and join the conversation online @FirstlineBrands everywhere.

CONTACT: [email protected]

SOURCE Firstline Brands