If you’re one of the millions of consumers who’ve watched a No!No! Hair T.V. spot–you know, the ones that combine how-to demos with illustrations of thermal signals penetrating hair roots–you’ve probably asked yourself, “Does it really work?”

Whether No!No! actually removes hair or not hasn’t stopped it from becoming a global leader in home devices with an estimated $1.2 billion in global retail sales to date, according to No!No! executives. And with a recent T Magazine article stating that makeup guru Pat McGrath carries the device in her makeup case, what more of an endorsement could a company secure?

Indeed, sales of No!No! are in the territory of Clarisonic, the device on everyone’s lips, thanks in large part to a multi-tiered selling strategy, which includes retail (Bergdorf Goodman, Nordstrom, Selfridges, Harrods, Neiman Marcus, among others); home shopping (HSN, QVC UK, QVC Germany, QVC Japan, TVA and The Shopping Channel); online; No!No!-branded kiosks (in Canada, The UK and South America, its entering the U.S. in 2013); and direct-to-consumer through T.V. infomercials, T.V. commercials, radio, print and other channels in 55 countries around the world. According to No!No!, one-third of sales are roughly generated through retail and home shopping channels; one-third through distribution in markets where the company does not operate directly and one third via direct-to-consumer sales in multiple countries.

“We’re similar to what Bare Escentuals used to be, except our challenge is that we sell devices so we have to attract new consumers all the time,” said Dr. Dolev Rafaeli, Chief Executive Officer of PhotoMedex and President and CEO of Radiancy Inc., which owns No!No! PhotoMedex merged with Radiancy in 2011 and is a firm that develops skin care tools for dermatologists on a global basis.

No!No! launched in the U.S. in 2007 when it entered Sephora, and became an instant hit with the chain’s fashionistas. But the brand soon felt restricted and in 2008 expanded to HSN, attracting women aged 35-to-55 years old. The expansion follows No!No!’s strategy of building sales by layering in a certain region and market, and by then targeting various demographics within them, such as Hispanics, French, men, teenagers, etc.

“Like when we launched in the U.K. with direct-to-consumer ads. For the third quarter of this year we generated over $3 million versus $1.3 million for the same time period last year. So we built a layer. The next layer is retail and home shopping distribution. We started in QVC UK, Selfridges and Harrods, then we went into Boots and Argos, and are now present in hundreds of doors. We look at the U.K. as a $12 million to $15 million a year market.”

The next layer in the U.S. is the Hispanic market. “We have been selling in Spanish for many years. We launched in Chile in 2004; in Spain in 2006. We are the biggest hair removal device in Argentina, in front of Philips, which is No. 2. We are taking this knowledge into the U.S. Hispanic market.”

Today, the company is nothing short of on fire. No!No! recently set an HSN record by selling 42,000 units of a limited-edition, leopard patterned $259 No!No! device in 24 hours, generating $10.5 million in retail sales. U.S. sales of the device have grown double digits each year since launching here and now boasts an ad budget exceeding $50 million.

So just what does No!No! do?

“It uses heat technology to crystallize the hair on the skin. With continued use over the course of time, there will be long-lasting hair removal. It’s painless, and safe for any hair and skin type. A laser can be difficult for certain hair and skin types, and waxing is much more frequent, costly and painful,” said Dolev.

The company’s huge customer service department is at the heart of No!No! and touches 40,000 to 50,000 people a week to field all the calls by consumers with questions, as well as to deal with No!No!’s 23 percent return rate in its U.S. direct-to-consumer sales business.

“We keep selling and they keep buying,” said Dolev, noting that new versions of No!No! are on the horizon for 2013.