We build our own tools
Most beauty brands design a product and hand it to a contract factory. We don't.
CROC was founded in 2005, and we manufacture in-house — our own engineers, our own factories, our own quality control. It is a slower way to build a company and a better way to build a flat iron.
Our own factories, not someone else's line
We build in our own factories. Over the years we've developed tools for many of the industry's best-known brands as well as our own, which means the engineering behind a CROC iron has been proven well beyond our own label.
When the people who design a tool and the people who assemble it work in the same building, problems get caught at the bench instead of in a customer's hand.
Engineering borrowed from outside beauty
Our engineers and scientists pull technology from industries that have nothing to do with hair — materials, heat management, electronics — and adapt it to styling tools.
Infrared heat is the clearest example: a technology developed elsewhere, brought into a flat iron, and now the thing our professional customers ask for by name. We put it in front of a lab rather than just putting it in a brochure — see the results.
That's the whole method. Look outside the category, bring back what works, build it ourselves.
Who we build for
CROC is a professional brand. Our tools are specified for stylists who use them for eight hours a day, six days a week, and they're sold to anyone who wants that standard at home.
The difference shows up in the parts you don't see: the heater, the plate substrate, the cord, the tolerance on the hinge. Those are the components that decide whether a tool lasts one year or five — and they're the reason we back ours for five.
Where we are
Headquarters in Orange County, California. Manufacturing in our own factories.