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In a move that signals both innovation and intentional elevation, Skin Research Institute has officially unveiled its new identity: SRI Labs. The change marks more than a rebrand — it’s a reflection of the company’s deepened commitment to fusing cutting-edge science with luxurious beauty solutions. Sleek, succinct, and quietly powerful, the name SRI Labs ushers in a new chapter for the brand known for creating some of the most coveted hair and skin tools on the market.
Rooted in research but built for beauty lovers, SRI Labs maintains its foundation of evidence-backed innovation while stepping more fully into the world of aesthetic refinement. The new name, like the brand’s best-selling tools, is precise, purposeful, and elevated — a nod to both its laboratory-grade credibility and its connection to modern beauty culture.
“We’re here to ultimately provide you with value. And we would love to know how we can improve or what are the things that we need to continue to do,” said CEO, Peter Fedorov.
At the heart of SRI Labs’ cult-favorite lineup, following the DryQ blow dryer is the StyleQ Flat Iron, a go-to for professionals and beauty insiders alike. Engineered with infrared and ionic technology, StyleQ delivers sleek, long-lasting styles while minimizing damage — a favorite among those who demand both performance and hair health. The iron’s sleek black and rose-gold design aligns with the brand’s elevated new look: sophisticated, minimal, and designed to be displayed.
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The brand’s science-forward philosophy also extends to its growing range of clean haircare, including the standout KeeWee Volumizing Shampoo. Infused with natural kiwi enzymes and rich in biotin, KeeWee is more than a shampoo — it’s a scalp health ritual. Free from sulfates and packed with antioxidants, it supports volume, growth, and balance for even the most sensitive hair types.
Dr. Ashley Magovern, a board-certified dermatologist and founder of Manhattan Dermatology in Manhattan Beach, is known for her integrative approach to skin and hair health — combining clinical expertise with a deep understanding of beauty from the inside out. “Many of my patients come to me after struggling with hair thinning and are looking for safe, effective alternatives,” she explains. “KeeWee Shampoo is an excellent choice for improving hair density and health. Its scientifically backed ingredients are gentle yet potent, addressing key concerns like shedding and scalp health.”
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This transformation comes as consumers increasingly demand both luxury and transparency — performance and purpose. With a focus on high-performing, visually stunning tools and formulas, SRI Labs is poised to redefine what it means to look good and feel good.
The lab is open — and beauty just got a whole lot smarter.
Presented by: APG
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