A Timeline of Innovation: Explore Foil Me's 'Firsts'

As we celebrate our 10-year anniversary, let’s reminisce on our journey and the milestones that have shaped us along the way. From redefining foils and hair tools to embracing artistry in our designs, each 'Foil Me first' reflects our commitment to pushing boundaries and exceeding expectations.

Vibrant Designs

Despite our success with the ever-popular Silver Collection, it wasn’t long before we felt the itch to take our foil game to the next level. For our CEO and Creative Director, Emily Ciardiello, the progression from untempered aluminium to vibrant, one-of-a-kind designs was a no brainer. Before long The So Serene was born, marking our first foil to feature Emily’s own illustrations, transferred from lead pencil to the foil! At the same time, we’d been exploring the idea of featuring ‘on-trend’ graphics in our designs, releasing The Desert Lounge Collection with US ambassador, Evan Stowers, shortly after.

Colourist Collabs

It was early days when we had our first collaboration with a colourist, teaming up with the incredibly talented Sheree Knobel in 2016 to bring you The Knobel Collection. Stunning and sleek, this pretty in pink collection is so much more than just a foil; it’s a symbol of our shared passion for the industry and our desire to create something our Movers would adore. Little did we know, this collaboration would be a huge success, signalling the beginning of an exciting new chapter for Foil Me. Since then, we’ve released a total of 13 collaborative foils with a variety of industry icons and ambassadors. Curious to know more? You can explore our custom collaborations here.


Sometimes, it’s the little things that make the biggest difference. So, in 2017, when we felt the urge to switch up how we referred to our patterned foils, we embraced it! Instead of calling our product ranges 'lines' or 'series', we thought, why not call them 'Collections'? It felt cohesive, deliberate, and just more ‘us’.


In 2018, we decided it was time to give our packaging a makeover. From what was once a very simple design, we reinvented our packaging to reflect our dedication to creating sustainable, aesthetic, and high-quality products. From that point, our packaging featured the iconic 'half white and half foil' design you know and love!

Size Versatility

We realized early on that one size doesn't fit all. So, between 2015 and 2019, we rolled out a range of innovative foil sizes that would cater to different techniques and preferences – all with our unique foil composition and signature embossing, of course:

2015: We created The Wide
2016: We pioneered our 12cm and 30cm Embossed Foil Rolls
2016: The Extra Wide was born
2019: We created The Long and The Long Wide

As we look back on our journey of 'Foil Me firsts', we do so with gratitude. Each milestone represents our commitment to pushing the boundaries and providing you, our incredible Movers, with the high-quality hair tools you deserve. So, here's to the next chapter, together!

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