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Anchor 5 - Our story


SA’s go-to brand for superior hair care through natural technology

Women want access to quality hair styling products and services that deliver outstanding result, especially when it comes to heat stylers and curlers. Nobody knows this better than Michelle Stanton, the brains behind the highly successful 100% homegrown Veaudry brand of professional stylers as well as their very own flagship salon.

Established in 2006, the Veaudry brand has been built on the philosophy that people are more important than the products themselves. This has clearly resonated with Veaudry customers, as the brand has evolved from one salon in East London in 2008 to a rapidly growing business that today includes an expansive hair and beauty concept salon in Fourways, Johannesburg and an internationally recognised heat styling product range.

At the heart of it all is Michelle’s commitment to finding innovative, more natural ways when heat styling, straightening or curling. “When I first started out as a professional stylist more than 12 years ago, I was struck by the demand that women expressed for more beautifully styled hair. But all the tools of the trade relied on heat to do this; hot, dry damaging heat that left hair dull, brittle and lifeless. I thought there must be a better way to heat style hair, and found the answer in the semi-precious crystal, tourmaline,” Michelle explains.

Tourmaline is a semi-precioius crystal that when heated, produces vital ionic and infrared properties. Veaudry’s technology uses the properties of tourmaline to heat the hair from within preventing damage to the cuticle ( outer ) layer of your hair with breathtaking results.

After discovering this breakthrough natural technology in 2006, Michelle launched the first ever ceramic tourmaline hair straightening tongs in South Africa – the Veaudry myStyler. Designed to preserve the integrity of the hair while straightening it, the myStyler heats the hair shaft from within, locking in its intrinsic moisture and enhancing its natural shine, leaving it perfectly straight with a healthy, glossy sheen.

The myStyler is distributed through a network of agents and soon word spread of this fantastic new straightening iron that actually helped hair instead of harming it. It was a major success, and off the back of this Michelle introduced three more products: the myStyler Neon (original myStyler in a limited edition trendy neon pink), myStyler Colossal iron with 43mm floating tourmaline ceramic plates, and the myCurl curling iron for perfectly defined curls.

Veaudry is fast becoming the go-to brand for heat styling, gaining massive local support and an increasing international following. With her exceptional understanding of the market and its needs, constant dedication to innovation and excellent business acumen, Michelle was named the Nedbank Businesswoman of the Year in 2011 in the entrepreneur category.

In 2012 Michelle opened the gorgeous French inspired Veaudry Icon Salon in Johannesburg – the brand’s flagship hair and beauty salon and concept store. The salon offers a full range of professional hair styling and beauty services, a photography service (for before and after photos) and the complete collection of Veaudry stylers. The store also hosts regular educational courses and demonstrations for consumers and industry professionals.
The store is the first of its kind in the industry, where a supplier has a fully operational and trading hair salon that allows clients and consumers to directly engage the brand through comple- mentary workshops.

All Veaudry’s myStyler irons feature high quality tourmaline ceramic plates; dual microchip temperature control for even heat distribution across the plates; variable temperature control from 130’C to 230’C; enhanced safety features, including automatic safety switch-off and maximum temperature control; rapid heat up; 3m-long 360 degree swivel electrical cord; a heat resistant bag and comb; and one year guarantee.

In addition to the temperature control, rapid heat up and safety features, the Veaudry myCurl also boasts a tourmaline ceramic curling barrel; stay-cool tip; and 25 different temperature settings from 80’C to 200’C. It also comes with a heat resistant bag, comb and two finger glove for maximum styling as well as a one year guarantee.


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