At first glance, I looked at the Widu and thought, “Big deal, all the sustainable wooden hairbrushes in the world won’t save this planet.” Smack! My hand hit my forehead and I thought to myself, “Widu flies in the face of that endless sea of plastic crap that fills our drawers, shelves, and vanities.” Widu represents two things that all the plastic products in the world could never replace: circumspection and artfulness.

Circumspection

Circumspection in the sense that Widu represents a higher level of discernment, because a Widu brush tells me that the owner has chosen a hairbrush deeply rooted in fashion and function. But Chell, what are you talking about? Remember those goofy coffee commercials that showed two ladies sitting, sipping coffee and remembering time spent with “Jean-Luc?” The Widu embodies all that that commercial failed to convey. Let me give you some background:

The Widu Story

Widu was born from the depths of the fashion industry, by a well-known hairstylist from Milan whose concern for the models he worked with led him down the path of invention. He saw beautiful hair being washed-out and dried-out from the constant washing/conditioning/blowing and exposure to heat from the photographic lights. He felt compelled to counter this degradation.

Artfulness

Something artful is ingenious, slyly crafty and cunning. The Widu embodies those traits because it’s rooted in skill. Designed by a master and handmade by Italian craftworkers, Widu is the original wood hairbrush.

The benefits are naturally revelatory: Wooden bristles gently massage the scalp, promoting circulation, growth, and fullness while moving natural oils through the hair. The combination of wood and natural rubber is antistatic, decreasing fly-away hair. The brush stays cool during blow drying — wood and natural rubber barely conduct heat — and the smooth wooden bristles glide easily through wet and tangled hair. Widu’s brushes are inherently hypoallergenic and easy to clean. The wood bristles are also fully replaceable, so the brush will likely outlast any normal plastic brush.

So, you see, it’s not just sustainability for the sake of being green or eco — like so much of our modern era’s best designs, it’s sustainable (made ...