Hot Tools, a go-to brand for stylists for 27 years, is rolling out to the mass market. Walmart will launch Hot Tools’ Signature Series on Oct. 27, followed by the debut of the six-piece collation on target.com next month. Target will add the Signature Series in stores in January.

The Signature Series is built on the core technologies of Hot Tools’ professional tools but tweaked for consumer use — such as sporting a shorter power cord. The adaptations allow for lower price points — Signature Series opens at $39.99 versus the professional entry point of Hot Tools’ Gold at $49.99 — while maintaining a range for professional distribution.

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