Humble Beginnings

Michael Todd Beauty is an award-winning Beauty Brand co-founded by passionate entrepreneurs Lewis Hendler, President (who formerly co-founded SCÜNCI the world’s best-known hair accessory brand) Michael Friend, SVP of Sales & Product Development and Lilia Friend, SVP of Operations.

The team started Michael Todd Beauty with a line of award-winning skincare products but came to realize that preparing the skin properly was critical to making these products work the way they were intended. So, the they shifted their focus to the development of beauty tools designed from an aesthetic and functional perspective to get the most out of your skincare products. Looking around, other companies in the beauty device space typically offered a single special purpose product. The team recognized that beauty devices were a category that could improve the users experience and results in all aspects of skincare. So, they introduced new and better more fully featured beauty tools firmly establishing the Company’s position in the beauty tools category even as against more established competitors.

Michael Todd Beauty introduced SonicERASER a unique infusion device combining 3 technologies in one to increase the absorption of serums and moisturizers. With the launch of Soniclear, the Company was first to introduce patent pending antimicrobial protection to sonic skin cleansing to keep the brushes clean and fresh longer. Recently, Michael Todd introduced Sonicblend, the first ever antimicrobial sonic makeup brush. These and other innovations gained the Company global recognition and brick & mortar distribution in prestige retailers.

Well known to Millennial and Gen Z consumers through social media collaborations with top IG influencers such as iluvsarahii (3.6 million followers), Patrickstarr (3.5 million followers) and itsisabelbedoya (2.2 million followers), Michael Todd Beauty has become the “go to” brand in the beauty tools category.


Michael Todd skincare tools had women and men worldwide hooked. Top US skincare and beauty mecca Ulta named the brand one of their top sellers. It was time to branch out to beauty. Enter: the SonicBLEND. Arguably one of the most buzzed about beauty tools of the decade, our effective technologies plus sleek and modern design made our sonic beauty brush a favourite of Patrick Starr, iluvsarahii, and itisbelbedoya— to name a few.