Laifen Moves into Costco as U.S. Retail Expansion Accelerates

The partnership places the SE model—known for its proprietary brushless motor and intelligent temperature control—directly into the aisles of one of the country's largest retailers. While the initial in-store presence is concentrated in Western states, including California and the Pacific Northwest, the brand is leveraging the move to establish itself alongside other premium personal care products carried by the warehouse chain. Romeo, General Manager of International Business at Laifen, noted that the move aligns with a growing consumer demand for salon-grade performance at accessible price points.

Beyond the physical warehouse inventory, shoppers on Costco.com will gain access to an expanded color palette for the SE dryer, including purple and pink options alongside the standard white model. Founded in 2019, Laifen has built its reputation on high-speed motor technology, claiming over 22 million households currently use its products across 60 countries. This entry into Costco serves as a key test for the brand’s ability to scale its hardware business within the competitive U.S. retail landscape.