Gina Ortega: Spending 15 years behind the chair taught me exactly what stylists and salons need: tools that work. When I develop products now, I approach everything through the eyes of a stylist. That perspective has helped us create great products, listen to customers, and grow globally. We’re now expanding into international markets, which is exciting.
NEW YOU sat down with Gina Ortega, President of FHI Heat and UNbrush, to talk about her journey from stylist to beauty industry leader, the rise of TikTok Shop, and what’s next for hair trends and innovation.
Q: You started your career as a stylist. How did those years behind the chair shape the way you lead FHI Heat today?
Q: What’s the biggest shift you’ve seen in the beauty industry?
Gina: Social media. It’s completely changed the game. When I started, beauty was behind other industries in digital marketing. Now, beauty brands lead the way by leveraging influencers, affiliates, and platforms like TikTok to build their brands.
Q: FHI Heat and UNbrush blew up on TikTok. How did that happen?
Gina: Honestly, a mix of luck and strategy. TikTok approached us in late 2022 to join their beta program for TikTok Shop. We launched early in 2023, partnered with affiliates, and by May one of our videos went viral. That momentum skyrocketed the brand.
Q: What advice would you give beauty brands entering TikTok Shop?
Gina: Affiliates are everything. Seed your product to as many affiliates as possible, thousands if you can. One viral video can change everything. And build authentic relationships. Consumers can tell when content isn’t genuine.
Q: For those unfamiliar, what makes the UNbrush so special?
Gina: It’s a detangling brush for wet or dry hair, backless for easy blow-drying and cleaning. The magic is in the dual-length bristles: longer bristles detangle, shorter ones polish. It’s unique, works incredibly well, and at $18, it’s the perfect price point for TikTok’s audience.
Q: Where can we buy the UNbrush?
Gina: We started on TikTok Shop and our website. Now we’re in Target, Ulta, Bloomingdale’s, Nordstrom, CVS, Walmart, and SalonCentric. Plus, we’re expanding into the UK, Germany, and Canada.
Q: How does FHI Heat stay authentic in a crowded market?
Gina: By listening to customers. We monitor social platforms, reviews, and run focus groups. Customers tell you what works and what they want next. Staying true to that keeps us authentic.
Q: What’s next for FHI Heat and UNbrush?
Gina: Over 100 products are in development! We have exciting licensing partnerships, new collections launching, and a full line of hair appliances coming in Q1, professional quality but accessible for consumers.
Q: What’s the next big thing in beauty over the next five years?
Gina: AI. It’s already changing marketing and content creation. Everyone’s exploring how AI will impact beauty, and it’s coming in a big way.
