In partnership with Laifen
One of the fastest-rising names in hair care just got a lot easier to find. Laifen now brings its award-winning SE High-Speed Hair Dryer to Costco warehouses, marking the brand’s first move into the retail giant’s stores and one of its biggest U.S. expansions yet.
For shoppers who’ve watched Laifen build a reputation on high-speed, salon-quality drying, the Costco debut means a chance to grab the white SE in person, travel bag included, at a warehouse price. Other color options remain available through Costco online.
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A Major Retail Milestone for Laifen
Laifen has spent the last few years growing from a direct-to-consumer favorite into a brand stocked at major retailers, and the Costco launch is the clearest sign yet of that momentum. The rollout puts the SE High-Speed Hair Dryer on warehouse shelves for the first time, with the Western U.S. leading the way. Western-region stores account for roughly 42% of the participating Costco locations, so shoppers on that side of the country have the best odds of spotting it early.
For a brand that has sold more than 15 million high-speed hair dryers worldwide, landing in Costco is a meaningful step toward everyday accessibility. It also gives curious shoppers a low-pressure way to see what the buzz is about, right alongside their weekly grocery run.
Meet the Laifen SE High-Speed Hair Dryer
The SE is Laifen’s take on the modern high-speed dryer, designed to cut drying time without cooking your hair. Everything about it starts with the motor.
At its core is Laifen’s proprietary 105,000-rpm brushless motor, one of the fastest in the category. Rather than relying on brute heat to get hair dry, it moves a high volume of air at real speed, so water gets pushed off the strands instead of baked out of them. The practical payoff is a quicker dry at a lower temperature, which tends to be gentler on hair over months of daily use. At 1400 watts, it has the power to back up that airflow.
Speed is only half the story, though. The SE leans on a few technologies aimed squarely at hair health. Temperature Cycling Mode rapidly alternates between hot and cool air, so the dryer can style and dry without holding one high heat against your hair for too long. Negative ionic output works alongside it, smoothing the cuticle, cutting static and frizz, and leaving a bit more shine behind. A color-coded LED ring on the barrel shows the current temperature at a glance, so there’s no guessing which setting you’re on.
Flexibility on the styling side comes from three magnetic nozzles that snap on and off in a second, with options suited to both curly and straight hair and no fiddly clips to line up. Four heat settings and two speed settings give you room to dial the airflow in for fine hair or thick, and the whole thing stays quiet for its class at around 59 decibels, so it won’t drown out the room.
The SE is built for real life, too. It’s light in the hand, ships with a travel bag for tossing in a carry-on, and runs on a generous 8.2-foot cord that reaches the mirror without a fight. It comes in a few colorways, and at $99.99 through Costco, it lands well under the premium dryers it’s most often compared to.
Why Laifen Has Earned Its Reputation
Laifen started in 2019 and they put high-end motor technology into everyday devices at a friendlier price. That focus paid off. The SE earned an AWE Elite “Excellent Product Award” in 2024, and the brand’s dryers have received design honors on both sides of the globe.
The reception at Costco tracks with that record. The SE holds a 4.6-star rating across more than 300 reviews on Costco’s site, with shoppers pointing to fast drying, quiet operation, and results that punch above their price.
The Laifen SE at a Glance
Short on time? Here’s the SE and its Costco launch boiled down to the essentials before you head to the warehouse.
- Launch date: July 17 (participating Costco warehouses)
- Price: $99.99 at Costco
- Motor: 105,000 rpm brushless, 1400 watts
- Standout features: negative ionic, Temperature Cycling Mode, color LED ring, low noise
- In the box: the dryer, three magnetic nozzles, and a travel bag
- Where it’s concentrated: Western U.S. stores lead the rollout
Where to Find It?
The Laifen SE is available in participating Costco warehouses, where the white colorway is offered in stores. Other color options are available through Costco online. Availability can vary by store, so it’s worth checking your local warehouse if you’re hoping to grab one early. Costco members can also find the SE online, shipped with the included travel bag.
The Bottom Line
Laifen’s Costco debut takes a brand that earned its name online and plants it firmly in one of the country’s biggest retailers. For anyone who’s been eyeing a faster, gentler way to dry their hair without paying luxury prices, the SE High-Speed Hair Dryer is now closer than ever. It’s worth a look on your next Costco trip.
FAQs
When does Laifen launch at Costco?
The Laifen SE High-Speed Hair Dryer launched in participating Costco warehouses on July 17, marking the brand’s first appearance in Costco stores. The rollout is concentrated in the Western U.S., which accounts for roughly 42% of participating locations.
How much does the Laifen SE cost at Costco?
The SE is priced at $99.99 at Costco, which puts it well below many of the premium dryers it gets compared to. Members can also find it online, shipped with the included travel bag.
What comes with the Laifen SE?
Each dryer includes three magnetic nozzles for curly and straight styling, plus a travel bag for storage. It runs on a 1400-watt brushless motor with four heat settings and two speed settings.
Is the Laifen SE available at every Costco?
No. The launch covers participating warehouses rather than all locations, with the Western U.S. leading the rollout. Availability can vary by store. Costco warehouses carry the white colorway, while additional color options are available online through Costco.
What makes the Laifen SE different from other hair dryers?
Its proprietary 105,000 rpm brushless motor dries hair fast at a lower temperature, and Temperature Cycling Mode alternates hot and cool air to ease heat exposure. Negative ionic output helps cut frizz, and the dryer stays quiet for its class at around 59 decibels.
Is Laifen a reputable brand?
Yes. Laifen has been around since 2019 and has sold more than 15 million high-speed hair dryers worldwide, and its SE dryer earned an AWE Elite “Excellent Product Award” in 2024. On Costco’s site, the SE has a 4.6-star rating based on more than 300 reviews.
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