The expansion includes the brand’s flagship products: the 10X Styler priced at $262, the 10X Dryer at $326, and the Long Barrel Curling Iron at $163. Each tool relies on Bio Ionic’s proprietary Moisturizing Heat technology, which utilizes a mineral complex to emit negative ions. This process breaks down water molecules into micro-fine particles, intended to drive hydration into the hair shaft while sealing the cuticle during the styling process.

Samantha Farley, Director at Bio Ionic, noted that the partnership aims to bridge the gap between salon-level performance and consumer accessibility. By placing these tools in Ulta storefronts and online, the company is shifting away from its traditional strategy of selling primarily through professional stylist networks and its own website. The collection is currently available for purchase at both Bioionic.com and Ulta.com.