French hairbrush brand La Bonne Brosse has opened its first standalone store in New York City, marking its entry into the US market.

The new store features the brand’s full range of products and offers personalised consultations. La Bonne Brosse focuses on combining traditional French craftsmanship with sustainable materials.

Co-founders Flore des Robert and Pauline Laurent said the New York opening is an important step for the company.

Alongside the flagship, La Bonne Brosse has partnered with Bloomingdale’s and beauty retailer BeautySpace to expand its presence across the US.

The brushes use a mix of natural boar bristles and vegan nylon fibers designed to gently detangle hair and stimulate the scalp. The brand has gained traction in Europe and is now looking to grow its US customer base.

This launch comes amid a wider shift in beauty retail, with consumers showing more interest in products that offer both performance and sustainability.

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