CREATEs Co., Ltd. has announced that cumulative shipments of its main curling irons have surpassed 7 million units.
This achievement is said to be the result of 23 years of developing products in response to hair trends and user needs since the company began selling to the general market in 2003.
It shows the company's journey of supporting the styling of each era, starting with the development of irons for punch perms, through the curly-hair boom of the 2000s and the soft, fluffy hair of the 2010s, to Korean hair and idol hair in recent years.
The history of CREATEs behind the 7 million units
A journey that began with irons for punch perms
The history of CREATEs hair irons goes back to the irons for punch perms developed in the 1970s.
Spurred by the development of this iron, which was widely supported in the hair and beauty industry at the time, CREATEs started down the path of becoming a hair iron manufacturer.
The company explains that it has continued technological development together with hair and beauty professionals and has developed products that meet the needs of hairstylists.
Entering the general market and leading the curly-hair boom
In the early 2000s, women's hair styling in Japan changed. Curly hair, which had been thought of as something done at a salon, gradually spread into a culture of styling at home with a curling iron.
In 2003, responding to this change of the times, CREATEs began in earnest to sell its "Ion Curl Iron" on the general market.
Drawing on the technology and know-how cultivated for professional use, the company worked to make products that let people enjoy salon-quality styling at home.
When it first launched, the culture of using a hair iron at home was not common, but support grew as the curly-hair boom spread.
Then came the 2000s curly-hair boom, represented by "Ebi-chan curls." Numerous trends were born, including Nagoya curls and voluminous updo styles, and the curling iron became an indispensable beauty tool for many women.
In 2005, it released the "AFLOAT Ion Curl Iron," an iron developed in collaboration with the top hair salon "AFLOAT." Known affectionately as the "popular-hair iron," it gained popularity because it lets you recreate salon-born trend styles at home.
In 2009, it released the "Curl Pro SR," which is still supported by hairstylists and general users today and has grown into a long-selling series combining high operability and durability.
Against the background of the Hollywood celebrity boom and the trend for foreign-looking hair, it also released the first "AFLOAT Especial Curl" in 2010. Its successor, the "AFLOAT Especial Curl II," continues to be supported as a popular CREATEs series today.
Meeting diverse needs, from soft, fluffy hair to the latest Korean hair
In the 2010s, along with changes in fashion and lifestyle, "soft, fluffy hair" with a more natural, gentle impression became a trend.
Curly styles came to be adopted not only for long hair but also for short bobs and medium-length hair, and styling needs diversified.
In response to these changes, CREATEs has offered a wide product lineup, including brush-type irons and curling irons in a variety of sizes.
In recent years, hair trends from Korea have taken hold in Japan too, and attention has grown on large, cinched curls typified by "yeoshin-meori (goddess hair)" and styles that add movement around the face.
Against the background of these trends, in 2022 it released the square bar from "Repit," a brand run by CREATEs' Korean subsidiary.
This makes possible large, springy curls that were hard to achieve with conventional curling irons, offering a new styling proposal.
Today, with the spread of social media and video platforms, hair trends and even values around beauty have diversified. We have moved into an era in which, while referring to idols and influencers, each person pursues their own sense of "cute."
Under the concept "A touch of 'KAWAII' magic for your hair," CREATEs is said to be working to spread new ideas of "cute" and hair culture, including by taking part in "CREATEs presents IDOL RUNWAY COLLECTION 2026 supported by TGC."
The technology and lineup behind 7 million cumulative units
Technology cultivated for professional use, and ease of use
The company analyzes that behind the long-standing support for CREATEs curling irons are the technical strength cultivated in professional settings and product development that pursues ease of use.
In particular, its attention to everyday usability, such as fast heat-up and easy curling, has been appreciated by many users for years.
The operability that allows smooth styling even on busy mornings is said to be supported not only by general users but also by professionals in the beauty industry.
As part of the Cosmo Group, CREATEs makes use of its strong ties with the hair and beauty industry and reflects the voices of hairstylists and hair salons in its product development.
It explains that, while pursuing the finish and feel demanded in salon work, it has met a wide range of needs from professional use to home use.
A wide range of products responding to the needs of the times
In addition to classic curling irons, it has offered a wide lineup matched to the styles and user needs of each era, including brush-type irons and thick-barrel irons that respond to Korean trends.
Cumulative shipments of the main curling irons that CREATEs has manufactured and sold since 2003 have surpassed 7 million units. In particular, the "Ion Curl Iron Series" and the "Curl Pro SR Series" have recorded more than 5 million units cumulatively and are said to have been supported by many users for years.
*Cumulative shipments of the main curling irons manufactured by CREATEs since 2003 (Ion Curl Iron Series, Curl Pro SR Series, Elemea Series, Grace Series, overseas models, Holistic Cures and Magnet Hair Pro Series, etc.). Tabulated from in-house ordering and sales management data and the like.
Future outlook and contribution to hair culture
From the development of irons for punch perms in the 1970s, through the curly-hair boom of the 2000s and the soft, fluffy hair of the 2010s, to Korean hair and idol hair in recent years, CREATEs has proposed hair styling tools that stay close to what people want to be in each era.
The company says that the cumulative 7 million curling irons shipped, achieved this time, is proof of the support it has received from users over many years.
In October 2026, it plans to release the new products "Macaron Straight" and "Nomad Dryer F."
Through new products that respond to ever-changing hair trends and lifestyles, it will propose ways to fulfill the next era's "what I want to be."
CREATEs intends to keep proposing new hair culture, drawing on the technology it has cultivated together with beauty professionals.
About CREATEs
CREATEs Co., Ltd. is a hair care appliance maker that offers beauty tools developed with a global perspective and its own unique viewpoint.
It boasts the No. 1 share of curling irons in hair salons (June-July 2025, according to Seifert Co., Ltd.).
Starting with the development of the punch perm in 1976, it developed and released ion dryers and irons.
Entering the 2000s, it led the "curly-hair boom," and the huge hit of collaboration irons with celebrity hairstylists influenced the history of trend hair.
The "CREATEs Ion(R) technology," independently developed by applying the power of nature, has obtained numerous patents and trademarks in Japan and abroad.
It is highly regarded by hairstylists and hair and makeup artists around the world and is trusted as a brand that supports the backstage of actors and artists in Japan and abroad.
In addition, CREATEs' second line "9012" also offers collaboration items with celebrities who are fashion icons of Gen Z.
The latest CREATEs news is shared on the official CREATEs Instagram (@createion).
The official website of CREATEs Co., Ltd. is here: CREATEs official website
