Our Secret? Simple. When you're good, we're good. It's true, sharing is caring. So we created a high-performance, high-quality product line of hair styling tools to make life easier and better for all of us.   


our story

The.Secret.Brush™ is turning the hair industry on its head. After years of using products that just didn’t work, we had enough. Over the past 12 months we’ve been working behind the scenes to create one of the best built product lines of hair styling tools available today.  With business executives who also happen to be sisters and beauty industry professionals, our power trio is sharing their secret to beauty success. Creating voluminous and breathtaking styles with total confidence starts with having the right tools, and that's where we come in!  

About Us

Jennifer atala, CEO

Known for her trendsetting vision and amazing skill, Jen is one of the most influential and sought-after hairstylists on the West Coast. 

After completing a bachelor degree in business, Jen knew she'd be miserable anywhere but in a Salon.  Her talent and business acumen enabled her to launch a successful career as a sought-after stylist and founder of The.Secret.Brush™.  When not working in her own salon, she's traveling coast to coast to participate in New York and L.A. Fashion Weeks or styling her clients hair for their most important events.

Jen is thrilled to be realizing her goals of launching a product line of patent pending styling tools.  These tools have a proprietary design to aid stylists in achieving their own success stories.  With the release of The.Secret.Filler and The.Secret.Pins, Jen is truly sharing the secret to her success.


Nancy is an idea generator, a design guru, and a conceptual thinker.  Her sense of humor, passion for beauty, and not-so-secret daily fix of online shopping adds a vibrant energy in the TSB office.

As a professionally trained makeup artist with an extensive background in marketing/sales and a bachelor degree in design, Nancy is the perfect person to lead the strategy and execution of marketing for The.Secret.Brush™. In her role as CMO, Nancy is passionate about differentiating the customer experience and building tighter customer relationships.  By doing so, Nancy knows she can accomplish the overarching objective of The.Secret.Brush™; sharing secrets (better designed styling tools) to help others become their best.  She championed the mantra "...because when you're good, we're good".


Aileen believes it's all about building the right operational engine from the right parts....and doing it in style.  As COO of The.Secret.Brush™, Aileen serves to ensure the company has the proper operational controls, administrative and reporting procedures, and people systems in place to effectively grow the company.

With a Master's Degree in Clinical Psychology, Aileen has worked with individuals in a clinical setting.  She opted to transition to a corporate environment where she was tasked to create and implement a Learning and Organizational Effectiveness program for a public technology company in Silicon Valley.  Needless to say, she is talented in working with people to create efficiencies for optimal outcomes in both personal and professional settings.

Our Mission

The.Secret.Brush™ is about more than just hair products; it's where passion and purpose come together. At The.Secret.Brush™, we are autonomous and we strive to grow our business with the same honesty and integrity we use to design our products.  We believe in beauty regardless of who you are or where you're from. Let our products guide you in being the most creative and best version of yourself; because when you're good, we're good.