Founded in 2008 by veteran hairstylist Dana Story, Sultra is an innovative, fashion-forward hair tool brand utilizing healing technology to strengthen your hair while you style.

Created by a stylist, for stylists, Sultra’s infrared and ionic technology infused tools promote the healing of the hair and scalp all while breaking down excess moisture and water molecules, both left on the hair and within the surrounding environment, to penetrate the hairs cortex to strengthen and hydrate the hair from within.

Fostering the brand ethos that styling your hair should be predictable, reliable, and fun, Sultra is dedicated to creating high quality, high performance tools that deliver superior results.



  • Sultra’s high-quality tools reduce styling time while protecting and repairing hair
  • Mends and defends hair while styling
  • Lock in styles that last day to night, while bringing hydration and strength back to the hair with every use.
  • All tools have a combination of infrared & ionic technology.
  • Advanced care is utilized in the Bombshell Collection where it mends and protects your hair at a constant heat while generating ions and near infrared rays.
  • After Hours Collection features titanium plates and rods and ThermaLite technology combining Far Infrared Rays with a dedicated Ion Emitter that actually promotes healing of the hair and scalp while you style.
  • All tools maintain at a constant temperature creating lasting styles while not damaging and splitting the hairs cuticle.



Guido Palau

“I needed a tool that works very quickly, and the Sultra Hair Dryer generates ceramic infrared that really works to dry hair immediately” Guido explains. “It’s perfect for working backstage at fashion week and helps cut down on time dramatically.”

“The Sultra irons are so perfect for creating looks during Fashion Week. They help cut down on time dramatically. I’ve used them at Rag & Bone and Alexander Wang time and time again.”

Odile Gilbert

“This tool is so easy to work with- I don’t typically use clipless tools- but Sultra delivers perfect waves that last”

Joey Maalouf

“I love my Sultra Bombshell Iron to create model off-duty hair…it’s my go-to!”

Daniel Curet

“Sultra has to be one of the fastest drying dryers and best flat irons that doubles up as a loose waving iron. I rely on Sultra irons to get gorgeous curls and waves on both Kat Graham and Nina Dobrev”