ABOUT US

At the Smooth Company, we like things to run smoothly (pun intended!) What don’t we like? Things that ruin your day… like a bad hair day. Let's face it, we’ve all been there! That’s why we create innovative, premium beauty products designed not just to smooth your hair, but to help your day run more smoothly.

The Smooth Company began with one woman, one wand and a very stubborn baby hair. CEO Áine sought to create a hair hero that could tame flyaways and baby hairs without crunch, grease or stickiness and would still leave hair feeling like hair. Nearly two years (and a lot of testing) later, the award winning Smooth Stick™ was born; enriched with Biotin, Vitamin E and Aloe Vera to keep hair healthy while holding it in place all day. Since then we have expanded the core product range to 10 viral hair smoothing products and tools.

Áine launched the Smooth Company in her attic in 2022, with her Grandad Billy helping to pack orders. They shared the start up journey on social media - both wins and wobbles. This sparked a wave of support, generating over 150 million view on TikTok. Today, the Smooth Company has grown into a global beauty brand loved in 70+ countries around the world, landing in some of the top retailers globally. We have featured in Vogue, and attracted fans such as Molly Mae, Maya Jama and top celebrity hair stylists. We’ve also picked up a few awards along the way, including Best Hair Brand 2024 at the Image PWC Beauty of Business Awards.

Despite our global success, it's so important to us to stay true to our roots. We are committed to sustainability, and our products are cruelty-free and packed with ingredients your hair will love. Our Community is at the heart of everything we do and our customers have been with us from day one, shaping the products we create and the future we’re building. That's why we launched our Smooth Social Club as a way to connect with our community and thank our customers for their support. Smoothness isn’t just beauty, it’s a movement. Together, we are not just making hair smoother, we are creating a legacy beauty brand for the next generation.

While we know there is more to life than hair, we think it’s a pretty good place to start! We would love you to join our story and be part of yours.

Ready, Set, Smooth!

The Journey

It all began in Aine's attic where she launched her website and and packed every single order by hand (with Grandad Billy by her side of course). 

Feburary 2022

As the sales grew, we needed a larger facility than our attic so we launched into our fulfillment centre.

March 2022

Our signature Smooth Stick offially launched into all Brown Thomas stores national wide. 

November 2022

We launched our second product, the Smooth Styler 4-in-1 Professional Styling Comb, which quickly became a celebrity hairstylist favorite. 

May 2023

We  launched in the UK on Europes second largest billboard. Next day delivery became available for all of our UK girlies!

August 2023

We opened our first ever Smooth Company pop-up shop in Liffey Valley shopping centre. This was a dream come true and the beginning of an annual Christmas tradition. 

November 2023

We introduced our Mane Master™ , a premium curved boar bristle smoothing brush. Elevating the standard of smooth hair, this quickly became the go-to brush for slick back hairstyles. 

February 2024

We officially launched with Peter Mark hair in 71 of their salons across Ireland and for the first time EVER in their 63 year history they changed their brand colours for us! 

March 2024

Things took off! We launched in the Loop in both Dublin and Cork Airports. Shortly afterwards our products became available on Aer Lingus flights.

April 2024

To keep things travel friendly, we created our Foldable Smoothing Travel Hairbrush—the perfect brush for on-the-go use. This quickly became a handbag essential. 

April 2024

After months of development, we launched our Smooth Dream 11-in-1 Hair Styling Cream, a multi-benefit formula that provides strong yet flexible hold, fights frizz, protects against heat and enahcnes shine, all while nourshing your hair. 

May 2024

THE Mollymae just used the Smooth Stick in her YouTube Video for the first time. This was a dream come true for CEO Aine. (We've since been featured multiple times on her documentary!)

September 2024

We set up the Smooth Social Club as a way to say thank you to our amazing community. From Molly-Mae watch parties, to pilates, to wellness workshops, it is a place to connect and have fun. 

November 2024

We launched in Trinny London, our first UK stockist, in their flagship store on the prestigious Kings Road London. 

March 2025

We got the keys to the new Smooth Dreamhouse - the HQ of dreams. It's a work in progress but we know it's going to be iconic.  

May 2025

The summer we went European!  We became the first Irish beauty brand to launch in De Bijenkorf in the Netherlands, sister company to Selfridges. 

June 2025

Shortly afterwards, we took to the Nordics, launching in H&M Beauty flagship stores accross Sweden, Norway, Finland and Denmark

June 2025

After two successfull years in Liffey Valley, we opened a second pop-up shop in Dundrum Town Centre. We grew from a team of 9 employees to a team of 29! It was so lovely meeting all of our customers in person. 

June 2025

Awards

The only thing shinier than our hair? Our silveware! Here at the Smooth Company we are incredibly proud of all of the awards we have won over the years, to name a few...

2025: Marie Claire Awards, Best Smoothing and Anti-Frizz Tool: Mane Master. 
2025: Women & Home Awards, Best for Flyaways: Smooth Stick 
2025: VIP Awards Best Irish Beuty Brand 
2024: Image Business of Beauty Awards, Irish Haircare Brand
2024: Marie Claire Awards, Highly Commended in Best New Hair Tool: 4-in-one Smooth Styler
2022: Hi Style Awards, Best New Product: Smooth Stick

CEO Aine's Awards: 
2025: EY Emerging Entrepreneur of the Year 
2024: Image Bussiness Woman of the Year, Young Entrepreneur of the Year
2023: Irish Wwomen's Awards, Young Entrepreneur of the Year

The Founder

Áine Kennedy, a young entrepreneur from Dublin.
She has a degree in Entrepreneurship from Maynooth University and over 6 years of experience in Brand Management and Marketing in the beauty industry. Her career began at age 16, working in Boots, then Benefit Cosmetics. Most recently she competed in the presitgious EY entrepreneur of the prgramme and was awarded the title of EY Emerging Entrepreneur of the Year. 
The Smooth Company is dedicated to her Nana Carmel, who always had a hair tip or trick up her sleeve. Family is important to Aine with her Grandad Billy featuring in many TikTok videos, and her sister Eimear helping to run the company. Together, they bring a personal and family-driven touch to The Smooth Company, connecting with its growing community.

Our Values

At The Smooth Company we will always be cruelty free, and promise to do our bit for the environment.

This company is dedicated to my lovely Nana Carmel, who always had a hair tip or trick up her sleeve.