Laifen just made its way onto Costco shelves in the US with its SE High-Speed Hair Dryer, and this is the kind of retail expansion that says a lot about where the brand sees itself heading. Laifen built its name the hard way, growing almost entirely through online sales and word of mouth while going head-to-head with more premium hair tech at a fraction of the price. Landing at Costco is Laifen stepping out of the DTC lane and into mainstream retail, and that’s not a small jump.
Securing shelf space at Costco provides a challenger brand like Laifen with instant access to millions of members who place more trust in the retailer’s return policy than in an unverified Amazon listing. This level of credibility cannot be engineered through advertisements or influencer unboxing videos. It must be earned, as Costco does not grant warehouse space lightly.
Laifen’s core philosophy centers on delivering “premium performance without the premium price,” making Costco an ideal stage for this message. Because Costco shoppers look for value, introducing the SE dryer at a price point that significantly undercuts Dyson aligns seamlessly with the brand’s established identity.
This expansion also aligns with Laifen’s broader strategy. The company has been executing a similar playbook across Costco Canada by introducing both the SE and SE Lite hair dryers into warehouses north of the border. This represents a deliberate effort to establish a recognized presence on physical shelves rather than remaining just a digital search result.
Ultimately, Laifen is betting that its technology can go toe-to-toe with major industry names once positioned alongside them in the same aisle. It remains to be seen how far this retail expansion will reach.
Get Salon-Grade Power and Featherlight Feel with the Laifen SE Hair Dryer
The Laifen SE High-Speed Hair Dryer is built to compete with the big names in hair tech without the big-name price tag. At the center is a 105,000 RPM brushless motor pushing 21m/s airflow, which Laifen says dries hair three times faster than a traditional dryer. Despite that kind of power, it stays quiet, running at just 59dB, so it sounds more like a breezy afternoon than a jet engine.
The SE Hair Dryer also features 200 million negative ions designed to eliminate frizz and static, giving you smoother hair without needing extra styling products. A built-in 4-color LED ring clearly shows your current heat setting as it switches between hot (176°F), warm (120°F), and cold options. There is also a Temperature Cycling Mode that automatically alternates between hot and cold air, adding an extra layer of protection against heat damage.
Ergonomics are another major plus; at just 0.9 lb (407g), this dryer feels remarkably light for a tool with such a powerful motor, saving your arm from getting tired halfway through a blowout. It comes with three magnetic nozzles to easily handle both curly and straight hair textures. Plus, keeping the device clean is a breeze thanks to the user-friendly magnetic nozzle and filter layout.
Available in a selection of colors, it comes in white, pink, and purple.
Your next hair dryer just got a lot cheaper. Head to Costco and pick up the Laifen SE High-Speed Hair Dryer for $99 before this one sells out like everything else worth buying there.
Founded in 2019, Laifen is an innovative technology company with years of R&D and manufacturing expertise, ranked the world’s No.1 high-speed hair dryer brand by Euromonitor International. The brand started with its self-developed 110,000 RPM high-speed brushless motor, the core technology powering its globally acclaimed hair dryers. Today, Laifen’s personal care lineup covers electric toothbrushes and shavers; its products and accessories are used by over 20 million households across more than 60 countries, backed by 600+ patents and over 30 international awards. Laifen continuously redefines industry benchmarks, dedicated to exploring technological breakthroughs and creating accessible cutting-edge tech for global consumers.
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