Israeli Beauty Brand DAFNI Launches KLIX Clips in Ulta Beauty Stores
Israeli beauty brand DAFNI is expanding globally, launching its patented magnetic hair clip series KLIX across all 1,500 stores of US retail giant Ulta Beauty. Priced between $10 and $25, the innovative clips mark a major milestone for founder Sharon Rabi.
Israeli beauty brand DAFNI is bringing its patented magnetic hair accessories to the United States, securing a nationwide retail rollout with beauty giant Ulta Beauty. The innovative KLIX product line, which replaces traditional mechanical springs with a precise magnetic closure, will be available across the retailer's online platform and approximately 1,500 brick-and-mortar stores nationwide.
A Nationwide Rollout Across the US
Priced between $10 and $25—matching their domestic Israeli retail price—the clips feature a secure magnetic click designed to eliminate hair pulling and scalp discomfort. The collection includes the signature magnetic bow clip, which has emerged as a standout item. Entering Ulta Beauty places the Israeli brand alongside global luxury and drugstore labels in a massive retail footprint spanning coast to coast.
Behind the growing enterprise is founder Sharon Rabi, a 38-year-old electrical engineer, physicist, and mother of four. Rabi previously invented the DAFNI electric hair-straightening brush, which became an international phenomenon, generating roughly 120 million views on social media and selling millions of units worldwide.
"Reaching every Ulta store is a deeply emotional moment and a massive business milestone for an Israeli family-owned company," Rabi noted regarding the expansion. "It proves that even a small invention born in Israel can scale globally and compete in the massive American market."
Looking ahead, Rabi and her development team are already working on complex technological innovations, including a confidential product in development for four years that the company expects to impact the industry significantly.
