Dyson invests heavily in hairstyling range expansion

By

Sandra Halliday

Published
Oct 25, 2022

Best known for its vacuum cleaners, Dyson has nonetheless made an impact in beauty electricals in recent years and it hopes that impact will grow as it invests heavily in new product development.

The company plans to spend £500 million on expanding its range of electrical hairstyling products, The Times reported.

That would mean that its high-end hairdryer and styling wands will be added to with 20 new beauty products.

With a plan to plough cash into research and development and open more laboratories, it will mean rapid expansion mainly for its UK R&D operation. The company also has engineering, research, development, manufacturing and testing operations in Singapore (which as the firm’s HQ has also seen massive investment), Malaysia, Mexico, China and the Philippines.

The company first launched its Supersonic hairdryer six years ago and has since added curling, shaping and straightening tools. 

It’s unclear exactly what the new beauty tools might be, although Dyson as a company has shown itself more than capable of not only meeting consumer demand, but giving people products they didn’t know they wanted and making them happy to pay premium prices for them.