CHI is known as one of the most trusted flat iron providers. Their flat irons are used everywhere, including Hollywood. CHI tools and products are used by the hairstylists on a lot of high profile TV shows like House, Dancing with the Stars, Desperate Housewives, American Idol, Two and A Half Men, Big Bang Theory, and many others. CHI brand is part of the Farouk Systems Group founded by Farouk Shami.

Farouk is a native Palestinian who realized his dreams in America, where he found a land of opportunity. CHI has 16 different product lines: Farouk Royal Treatment, Infra, Nourish Intense, Ionic Color Protector, Curl Preserve, Deep Brilliance, Magnified Volume, CHI MAN, Thermal Styling, Power Plus, Tools, InfraTech, Velocity, CHI Organics, Fragrances, and CHI PET. Farouk Systems Group also makes BioSilk.