Dyson has revealed it is spending $885 million developing 20 new beauty products to be launched over the next four years.
The British tech giant, previously known for its range of vacuum cleaners, ventured into the hair care space in 2016 with the launch of the Supersonic.
While a hair dryer may not sound revolutionary, the gadget underwent a “radical redesign” to make it lighter and less damaging to hair, and consumers loved it (despite the mind-blowing price) .
The hair dryer cemented Dyson’s status as true ‘beauty gurus’, leading to two more beauty creations: The AirWrap and Corrale.
Like the Supersonic, the AirWrap Styler and Corrale Cordless Flat Iron were no ordinary hair tools, both also addressing common complaints and issues with competing models.
That problem-solving ethos is feeding into the mysterious new “beauty products” the company is now working on, company founder Sir James Dyson told news.com.au. The diary of beauty.
“I can’t say too much about the new beauty products, but these machines will look and perform very differently from anything currently available, solving problems in completely new ways,” he said.
“They will also be more efficient. Developing technology for all hair types remains a crucial focus for our development teams.
“We have already invested more than £100 million ($176 million) in hair laboratories and our latest investment of £500 million ($885 million) will create new laboratory spaces to improve our understanding of all types of hair and overall damage, which helps inform the beauty technology we’re developing.”
Despite our requests, the 75-year-old remained adamant about keeping the new gadgets under wraps, claiming his “lips are sealed” but said the whole thing is being designed to “turn a problem into a head” .
“We want to keep hair healthy by helping to protect against damage from excessive heat,” she said.
“Using extreme heat to style hair, as some conventional technology does, can cause irreversible damage.”
In fact, the brand is so passionate about saving our stressed hair that it conducted a worldwide hair science survey that investigated hair health, hair perceptions, habits and attitudes towards hairstyles in 23 markets and 23,000 people.
“It showed that people are aware of hair damage, but they don’t realize the long-term microscopic effects it has, which can’t be undone,” he said.
“Understanding your hair type can help you select the best styling and treatment approach for your perfect style.
“This research and understanding also informs our engineering decisions, to build machines that deliver better styles backed by science, regardless of hair type.”
While the inventor didn’t budge when we asked him to name his favorite tool from the existing Dyson beauty range, he said he was “excited” about what we haven’t experienced yet.
“I can’t reveal the gameplay of what may come next, but I think you’ll be surprised.”
Read related topics: The Beauty Diary