Back in 2016 when Dyson, famed for its vacuum cleaners, launched its Supersonic hair dryer costing hundreds of dollars, many industry observers expected a major fail.

But two years later, the UK technology company followed up with the Dyson Airwrap, an all-in-one styler to curl, wave and smooth,  and the naysayers were silenced. In spite of the hefty price tag, the revolutionary product sold out in leading markets worldwide.

Bolstered by its huge success in the haircare space, Dyson debuted its high-tech take on the hair straightener – the Dyson Corrale – in 2020.

The company itself wasn’t surprised. Before the launch of the Supersonic, Dyson had invested AUD$180 million and 10 years of research into making its haircare tools among the most coveted in the world.

But we’ve seen nothing yet. Dyson has announced it is investing an eye-watering $903.8 million to extend its haircare ambitions.

Some of the funding will go to opening beauty research labs to produce even more advanced technologies. But the lion’s share will be earmarked for the launch of 20 new hair and beauty products over the next four years.

According to the company – “Across Dyson’s five technology campuses, 6000 engineers and scientists have access to hundreds of laboratories. These spaces allow for rigorous testing of new ideas and technologies 24 hours a day.”

Dyson’s Malmesbury Campus.

This year, Dyson has opened three Demo Stores in Sydney – George Street in the CBD, Moore Park and Castle Hill. In addition to its iconic vacuum cleaners, the stores offer hair analytics, complimentary style demonstrations and personalised preservation cases for the Airwrap and Supersonic hair dryer.

Dyson also launched its updated version of the Airwrap – the Coanda smoothing dryer – in Australia in June.

Overseas, Dyson held its first national Styling Tour in the UK in July. The company also added to its 200-strong international Beauty Lab network with a new location in Florida in partnership with Saks Fifth Avenue in October.

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