Wet Brush has what they call Intelliflex Bristles. The bristles are firm yet soft and covered with their other invention called SofTips. The bristles are said to know when to be firm enough to pull through the tangles, yet be soft enough not to get caught and rip through the hair. Wet brush induces motivation as brushing your hair is never an easy or enjoyable thing to do. The product makes the experience better and is spread easily through social influence and authority as many people share their positive reviews with each other, especially as it is found in hair salons, operating with the experts.